Authors
Abstract
The Purpose of this study was to evaluate sport marketing mix factor and its seven components (production, price, promotion, place, public relations, people and physical evidence) in football premier league from the viewpoint of managers of Physical Education Organization and Football Federation of Islamic Republic of Iran. For this purpose, a researcher-made questionnaire (Cronbach's alpha = 0.94) was distributed among managers of Physical Education Organization and Football Federation and the responses were collected. Data were analyzed by SPSS software. Friedman, Wilcoxon, Mann Whitney U and Kruskal Wallis tests were used (??0.05). From managers' viewpoints, marketing mix components are not prioritized in the existing suitable situation. But a significant difference was observed between the existing suitable situation of marketing mix factor and its components in football premier league. Generally, from the viewpoint of Physical Education Organization and Football Federation authorities, in a suitable situation, all marketing mix components should be equally considered and such a situation exists at the moment, but the quality and quantity of the existing situation is considered less than the suitable situation.
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