نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشیار مدیریت ورزشی دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

هدف این تحقیق، شناسایی اهداف، تنگناها و دستاوردهای حمایت مالی بانک‌های دولتی و خصوصی از ورزش کشور بود. روش تحقیق کاربردی، کیفی و مسیر اجرای آن از طریق مصاحبه و با استفاده از روش تحلیل تماتیک بود. جامعه آماری این تحقیق را مسئولین بخش حمایت مالی ورزشی بانک‌های دولتی و خصوصی کشور تشکیل ‌دادند که در پست‌های مختلف در بخش‌های بازاریابی، روابط عمومی، تبلیغات و... شاغل بودند، که 19 بانک( 5 بانک دولتی و 14 بانک خصوصی)‌ حمایت مالی ورزشی داشتند. جامعه بطور تمام‌شمار در تحقیق مورد توجه قرار گرفت که امکان جمع‌آوری اطلاعات از 18 بانک فراهم بود. یافته‌ها نشان دادند که اهداف بانک‌ها شامل سه دسته‌‌ی توسعه‌ی اجتماعی، بازاریابی و توسعه‌ی سازمانی بود. تنگناهای بانک‌ها در پنج گروه دسته‌بندی شدند که عبارتند از: قانونی، اقتصادی، ترویج رسانه‌ای، بازخوردی و مدیریتی. بانک‌ها به دستاوردهایی دست می‌یابند که در سه گروه دسته بندی شدند و عبارتند از: اجتماعی، بازاریابی و توسعه سازمانی. می‌توان با در نظر گرفتن اهداف و دستاوردهای بانک‌ها و تلاش در جهت تقویت‌شان و نیز شناسایی و تلاش در جهت رفع تنگناهای شناسایی شده، باعث حفظ حامیان حاضر و تشویق حامیان جدید به ورود به این عرصه‌ گردید.

کلیدواژه‌ها

عنوان مقاله [English]

Goals, Constraints and Achievements of Sponsorship of Governmental and Private Banks in Iran

نویسندگان [English]

  • arefeh ghanbari firoozabadi 1
  • sara keshkar 2
  • Gholamali Kargar 2

1 PhD Student of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba’i University, Tehran, Iran

2 Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba’i University, Tehran, Iran

چکیده [English]

The aim of this study was to identify goals, constraints and achievements of sponsorship of governmental and private banks for sport in Iran. The research method was applied and qualitative. It was conducted through interviews using thematic analysis. The statistical population consisted of authorities of sport sponsorship departments of Iran governmental and private banks who worked at different positions in marketing, public relations, advertising … 19 banks (5 governmental banks and 14 private banks) had sport sponsorship. The population was selected by census method and the data were collected from 18 banks. The results demonstrated that the goals were categorized into 3 groups: social development, marketing and organizational development. Constraints were categorized into 5 groups: legal, economic, media promotion, feedback and management. Banks attained some achievements which were categorized into 3 groups: social, marketing and organizational development. In order to encourage new sponsors to enter this arena and retain existing sponsors, following points can be taken into account: considering the goals and achievements of banks, strengthening them, identifying their constraints and trying to eliminate them.

کلیدواژه‌ها [English]

  • constraint
  • media promotion
  • social responsibility
  • sponsorship
  • sport
1.             Smith A. Sports marketing fields (in Persian): Toop; 2013.
2.             Hutabarat P, Gayatri G. The influence of sponsor-event congruence in sponsorship of music festivals. The South East Asian Journal of Management. 2014.
3.             Shalbery D, Kowak S, Westerbak H. marketing strategy (in persian). 2nd ed. Tehran: Hatami; 2015. 321 p.
5.             Bank privatization and its comparison with government banking 2017 (in persian). [Available from: http://afarineshdaily.ir/afarinesh/News.aspx?NID=47652.
6.             Play on [Available from: https://www.economist.com/finance-and-economics/2009/05/28/play-on.
7.             Car racing competitions were held with Ansar bank sponsorship (in persian) [Available from: http://www.eghtesadonline.com/%D8%A8%D8%AE%D8%B4-%D8%A8%D8%A7%D9%86%DA%A9-5/207246-%D8%A8%D8%A7.
8.             Attitude of Keshavarzi bank for sponsorship in sports (in persian). [Available from: http://radiovarzesh.ir/NewsDetails/?m=084131&n=143677.
9.             Singh G, Bhatia A. Important objectives and important considerations in objective setting for sport sponsorship by Indian companies. International Journal of Management, Accounting & Economics. 2015;2(7):646-55.
10.          M P. The sponsors' goals from Qom Saba cultural-sporty Club. First National Conference on Sport Marketing2015.
11.          Abratt R, Clayton BC, Pitt LF. Corporate objectives in sports sponsorship. International Journal of Advertising. 1987;6(4):299-312.
12.          Sparks R, Westgate M. Broad-based and targeted sponsorship strategies in Canadian women's ice hockey. International Journal of Sports Marketing and Sponsorship. 2002;4(1):48-73.
13.          Van Heerden CH, Du Plessis P. The objectives set by South African sponsors for sport: research section. Ecquid Novi. 2003;24(1):20-36.
14.          Koc M. Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective. Creative and Knowledge Society. 2013;3(2):28-38.
15.          Apostolopoulou A, Papadimitriou D. " Welcome Home": Motivations and Objectives of the 2004 Grand National Olympic Sponsors. Sport Marketing Quarterly. 2004;13(4).
16.          Mäki D, Sjöstrand N. Sport sponsorship as a marketing communication tool: a case study of two B2B companies. 2007.
17.          Abrahamsson J-T, Forsgren T, Lundgren H. Sport sponsorship as a marketing communication tool: Lulea University of Technology; 2003.
18.          Smith AC. Introduction to sport marketing: Routledge; 2012.
19.          Javalgi RG, Traylor MB, Gross AC, Lampman E. Awareness of sponsorship and corporate image: An empirical investigation. Journal of advertising. 1994;23(4):47-58.
20.          Tanvir A, Shahid M. Impact of sports sponsorship on brand image and purchase intention. Interdisciplinary Journal of Contemporary Research in Business. 2012;4(2):659-67.
21.          Dolphin RR. Sponsorship: perspectives on its strategic role. Corporate Communications: An International Journal. 2003;8(3):173-86.
22.          Amoako GK, Dartey-Baah K, Dzogbenuku RK, Junior SK. The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana. African Journal of Marketing Management. 2012;4(2):65-79.
23.          Grohs R, Reisinger H. Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research. 2014;67(5):1018-25.
24.          Zaharia N, Biscaia R, Gray D, Stotlar D. No more “good” intentions: Purchase behaviors in sponsorship. Journal of Sport Management. 2016;30(2):162-75.
25.          Tsiotsou R, Alexandris K. Delineating the outcomes of sponsorship: sponsor image, word of mouth, and purchase intentions. International Journal of Retail & Distribution Management. 2009;37(4):358-69.
26.          Ehsani M, Darda ZA, Eghbali M. Investigating the causes of lack of sponsors sponsorship from the women professional sport in Isfahan (In persian). Journal of motor science and sport. 2008:9.
27.          bagheri MS. Identification and Prioritization Private companies Sponsorship Barriers from Kerman Province Championship Sport [MSc] (In Persian): Bahonar University of Kerman; 2013.
28.          Mohammadpour A. Anti-procedure qualitative research method 2 (in Persian). Tehran: Jame'e shenasan; 2013.