Document Type : Research Paper


1 Alzahra university

2 Kharazmi university


The purpose of this study was strategic planning for sports marketing of private sector in Tehran. This study was conducted by forming a strategic council consisting of sports service providers, managers and sports marketing specialists in Tehran universities, sports service marketing specialists, key representatives and stakeholders (media, sponsors) who were purposefully selected. Internal and external factors questionnaire, internal and external factors matrix, strategic positioning matrix of domestic sports services marketing and SWOT matrix were used to prioritize the marketing strategies of sports services in Tehran. Based on the obtained results, Strengths 16 items, weaknesses 18 items, opportunities 14 items, threats 18 items., The strategic position of marketing sports services in Tehran was obtained in the position of WT (internal weakness of the organization and external threats). Therefore, it is necessary to formulate marketing strategies for sports services in Tehran in such a way that it can use the existing strengths and opportunities to reduce the weaknesses of the organization and act in order to deal with the environmental threats ahead. For this purpose, it is suggested that strategies to increase support for the maximum presence of sponsors by emphasizing on securing, and attracting investment, and providing appropriate, uniform and quality sports