Identifying solutions for the development of digital marketing in the Iranian Football Federation

Mombini, Hedayat; Alam, Shahram; Hojabrnia, Zahra; Rasooli, Mehdy

doi:10.22059/jsm.2021.308100.2552

Document Type : Research Paper

Authors

¹ Department of Sport Management, Shuoshtar Branch, Islamic Azad University, Shuoshtar, Iran

² , Department of Sport Management, Rey City Branch, Islamic Azad University, Tehran, Iran

³ Department of Sport Management, Institute of Physical Education and Sports Sciences, Ministry of Science, Research and Technology, Tehran, Iran.

https://doi.org/10.22059/jsm.2021.308100.2552

Abstract

Introduction: The purpose of this research was to identify the effective solutions for the implementation of digital marketing in the Iranian Football Federation.
Methods: This research was conducted with a qualitative method, which was applied in terms of purpose and exploratory in nature. The sampling was theoretical. The interviewees included managers and executive experts at the highest levels of Persian Gulf Premier League football clubs, league organizations, football federations, and football unions, information technology specialists, and especially digital marketing experts and university professors. Sampling was performed purposefully and with 18 interviews, theoretical saturation was reached.
Results: In total, 104 concepts were obtained then they were classified into 13 categories and 6 main categories. These concepts included research and education, oversight, resources, targeting and legislation, communications, and executive solutions.
Conclusion: According to the research results, success in digital marketing in the federation requires having a specialized and experienced team, adopting marketing strategies, as well as the existence of marketing infrastructure and systems. In addition, federation managers can help the growth and development of digital marketing by accurately targeting and managing, hiring a skilled workforceThe purpose of this study was to identify the strategies affecting the implementation of digital marketing in the Iranian Football Federation. This research did by qualitative way and thematic analysis, which was applied and exploratory. The population of the study included executives and executives at senior levels of the Premier League football clubs, the League Organization, the Football Federation and the Football League, IT specialists, and in particular digital marketing experts and academics.
r digital marketing experts and academics.
experts and academics.
r digital marketing experts and

Keywords

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