طراحی مدل چگونگی تبدیل حامیان مالی به شرکای مالی در لیگ برتر فوتبال ایران: یک نظریۀ داده‌بنیاد

مرادی, وحید; عسکریان, فریبا; محمودی, احمد

doi:10.22059/jsm.2023.366967.3214

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران

² گروه مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی ، دانشگاه تهران، تهران، ایران

10.22059/jsm.2023.366967.3214

چکیده

مقدمه: هدف اصلی از این تحقیق، تدوین مدلی است که بر اساس آن بتوان به حضور کوتاه مدت حامیان مالی در فوتبال ایران پایان داده و آنها را به شرکای مالی در لیگ برتر فوتبال ایران تبدیل کرد.

روش پژوهش: پژوهش حاضر با استفاده از روش کیفی داده بنیاد همراه با رویکرد استراوس-کوربین انجام گرفته است. این تحقیق از مصاحبه نیمه ساختاریافته با کارشناسان ورزشی، اساتید دانشگاه و مدیران بازاریابی شرکت های حامی و لیگ برتر فوتبال ایران استفاده کرده و این تحقیق از نظر اجرا کیفی و روش نمونه گیری در آن هدفمند بوده و مصاحبه با 13 خبره تا رسیدن به اشباع نظری ادامه یافت. برای تحلیل داده‌ها از کدگذاری باز، محوری و انتخابی استفاده شد .

یافته ها: در مجموع 12 مقوله اصلی، 30 زیرمجموعه و 107 مفهوم از مصاحبه ها استخراج شد. مولفه های اصلی حاصل از بررسی کیفی شامل: ابعاد مدیریتی، فرهنگی-اجتماعی، قوانین و مقررات، توسعه و پژوهش، محیطی، اقتصادی، ساختاری، رسانه ای، فناوری، بازاریابی، اصل مشارکت و شراکت بود و هر کدام در مضمون مرتبط قرار داده شدند.

نتیجه گیری: برای این‌که اسپانسرها بتوانند سال ها در لیگ برتر فوتبال ایران دوام بیاورند و تبدیل به شریک مالی شوند جنبه های مختلفی را باید مد نظر قرار داد. اما شرکت های حامی و لیگ برتر فوتبال ایران (باشگاه ها، سازمان لیگ و فدراسیون فوتبال ایران)، باید مراحل حمایت را یک فرآیند مشارکتی در نظر گرفته و از ابتدا همکاری متقابل با اعتماد و تعهد را مد نظر قرار دهند.

کلیدواژه‌ها

موضوعات

مدیریت ورزشی

عنوان مقاله [English]

Designing a Model of how to Convert Sponsors into Partners in Iran's Premier Football League: A Grounded Theory

نویسندگان [English]

Vahid Moradi ¹
Fariba Askarian ²
Ahmad Mahmoudi ¹

¹ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

² Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.

چکیده [English]

Introduction: The main goal of this research was to turn sponsors into partners in the Premier Football League of Iran or the Persian Gulf; And its goal was to develop a model based on which it is possible to end the short-term presence of sponsors in Iranian football and turn them into partners in the Premier League of Iranian football.
Methods: The present research used semi-structured interviews with sports experts, university professors and marketing managers of sponsoring companies and Iran's premier football league. The qualitative sampling method is purposeful and the interview with 15 experts continued until theoretical saturation was reached.
Results: In total, using different dimensions of this coding, 12 main categories, 30 subcategories and 107 concepts were extracted from the interviews. But in this regard, the main components resulting from the qualitative review included: managerial, cultural-social dimensions, laws and regulations, development and research, environmental, economic, structural, media, technology, marketing, the principle of participation and partnership, which are among the stages. Coding was achieved and each was placed in the relevant theme.
Conclusion: Considering the results and the paradigm model of the research, it can be said that partnership is one of the necessary and less discussed factors in the topic of Iranian sports and sponsors, and its existence can bring significant results for the Premier Football League of Iran and sponsors. Also, according to the results, the factors and conditions necessary to turn sponsors into partners in the premier league, it comes back to the Iranian premier football league (football federation, league organization and clubs), sponsors and the government. So, they are of the most important organizations that must provide these factors. On the other hand, in order for sponsors to be able to achieve partnership in the Premier League of Iranian Football, the sponsors and the Premier League of Iran Football (clubs, the league organization and the Iranian Football Federation) should consider the support stages as a collaborative process and Consider mutual cooperation with trust and commitment from the beginning.

کلیدواژه‌ها [English]

Communication Marketing
Partners Sponsors

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