Document Type : Original Article
Authors
1 Associate professor of Sport management, Department of Sport management and motor behavior, Faculty of Sport Sciences, university of Isfahan, Isfahan, Iran
2 . Ph. D Student of Sport Management Depatment, Isfahan branch, Islamic Azad University, Isfahan
3 . Associate professor in sport management, Department of Sports Management, Faculty of Sports Sciences, University of Isfahan, Isfahan Iran
Abstract
This research aims to present a model of the role of sports marketing in realizing economic democracy in Iranian professional football. The research method is a qualitative case study, and the participants are sports club managers. Using purposive sampling and the theoretical saturation technique, key informants (including 19 individuals) were selected to identify the framework for presenting the model of the role of sports marketing in realizing economic democracy in Iranian professional football, and they were interviewed. The tools used were semi-structured interviews (with focus groups) and document analysis. To ensure the validity and reliability of the study, the Lincoln and Guba evaluation method was used. The paradigmatic model of this research was designed based on the Strauss and Corbin paradigmatic model.
In this research, four categories—transformation of the management structure and governance of sports marketing, innovation and diversity in sports marketing tools, economic and cultural empowerment of football stakeholders, and market dynamism and the system of football economic interactions—were identified as causal conditions. The institutional and policy context of professional sports, technological and media infrastructure of professional football, cultural and social characteristics of Iranian football society, and the country's economic and industrial conditions of the sports market were identified as the main contextual factors. Two categories—institutional barriers in the management system of Iranian football and cultural and technological barriers in the context of football society—were identified as intervening factors.
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