Sport Management Journal

Modeling for Attraction of Sponsors in Iran’s Handball Championships

Document Type : Research Paper

Authors

Mahnoush Reza Zade Brojeni 1
Nahid Atghia 2

1 Master, Sports Management, Faculty of Physical Education, Al-Zahra University, Tehran, Iran

2 Associate Professor, Sports Management, Faculty of Physical Education, Al-Zahra University, Tehran, Iran

https://doi.org/10.22059/jsm.2021.288685.2324
Abstract
The purpose of this study was to making a model for attraction of sponsors in Iran’s handball championships. The research was a descriptive survey. The statistical population of this study consisted of experts (handball experts, heads of handball teams and handball senior athletes), sports marketing specialists, managers of super leagues former and women handball players, and experts in sales and marketing of existing sponsoring companies of the league and handball competitions in the country. The number of them was 206 and were selected as sample based on the number of items. The research instrument was a researcher-made questionnaire whose validity was confirmed by experts and its reliability was confirmed by Cronbach's alpha coefficient (α = 0.96). The Kolmogorov-Smirnov test (K-S) was used for distributing data. The findings of the research indicate that five factors of economic, social, cultural, environmental, media and communication and management-structural, respectively, predicted the attraction of financial supporters in the sport of the handball championship in a meaningful and positive way. Thus, according to the co-efficient. The final model of the research was approved. Also, the results showed that the proposed model is fit for use and attracts sponsors. Accordingly, the management of the handball federation of the country needs to pay special attention to these five components and provide the necessary infrastructure in this federation, especially with regard to the conditions and economic system of the country, and it is imperative that as soon as possible, and looking for a competitive atmosphere.

Keywords

Attract
sponsor
championship sport
handball
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Sport Management Journal
Volume 13, Issue 4
Winter 2022
Pages 1107-1126

  • Receive Date 09 September 2019
  • Revise Date 06 November 2020
  • Accept Date 01 September 2020

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