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

Moradi, Vahid; Askarian, Fariba; Mahmoudi, Ahmad

doi:10.22059/jsm.2023.366967.3214

Document Type : Research Paper

Authors

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.

³ Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

10.22059/jsm.2023.366967.3214

Abstract

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.

Keywords

Main Subjects

Sport Management

References

Azadi,R.,Yosufi,B., & Abdi,H. (2014). Examining the sources of revenue generation of football in the world today and comparing it with club football in Iran (identifying obstacles and providing solutions for them). Market Engineering Development Journal (TMBA), pp. 1-1.

Buhler, A., & Nufer, G. (2012). Relationship marketing in sports: Routledge.

Cacciolatti, L., Rosli, A., Ruiz-Alba, J. L., & Chang, J. (2020). Strategic alliances and firm performance in startups with a social mission. Journal of Business Research, 106, 106-117.

Chambers, T. (2020). Alcohol sponsorship and esports: reinforcing the need for legislative restrictions on alcohol sponsorship. Alcohol and alcoholism, 55(2), 144-146.

Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative sociology, 13(1), 3-21.

Ehsani, M. (2003). Contemporary management in sports: Tarbiat Modares University. (In Persian).

Frazier, G. L., Spekman, R. E., & O'neal, C. R. (1988). Just-in-time exchange relationships in industrial markets. Journal of marketing, 52(4), 52-67.

Hosseini, S., Rahimi Sarshbadrani, Q., & Nazari, R. (2023). Analyzing the relationship between web marketing dimensions and indicators; Iranian and Spanish football clubs. Strategic studies of sport and youth, 21(58), 347-366. doi:10.22034/ssys.2022.1985.2407. (In Persian).

Jagodic, T., & Matesa, Z. (2018). Basic elements of a sponsorship contract in sport. Zb. Radova, 55, 275.

Khanifar,H., Muslimi,N., &Yazdani,H. (2018). Principles and basics of qualitative research methods: a new and practical approach. The look of knowledge (In Persian).

Khoshtaria, T. (2015). The Role of Marketing in the Football Business. Zeszyty Naukowe UPH seria Administracja i Zarządzanie, 32(105), 83-93.

Kiani, F., & Rezaei, M. (2016). Correlation of marketing related to the satisfaction of financial sponsors of sports clubs of the professional football league of Iran. Paper presented at the first national conference of sports and health science achievements of Abadan University of Medical Sciences. (In Persian).

Kiprotich, S., Kimosop, J., Chepkwony, P. K., & Kemboi, A. (2015). Moderating effect of social networking on the relationship between entrepreneurial orientation and performance of small and medium enterprise in Nakuru County, Kenya.

Kokemuller, N. (2017). The Difference Between a Sponsorship & a Partnership. In: Получено.

Meenaghan, T. (2001). Sponsorship and advertising: A comparison of consumer perceptions. Psychology & Marketing, 18(2), 191-215.

Moharramzadeh, M. (2006). Comparative Study of Procedures of Collegiate Sport Marketing in Iran and Turkey. Quarterly Journal of Research and Planning in Higher Education, 12(3), 93-108.

Pouria,M., & ,Khabiri,K. (2016). The effect of sponsors on the attraction of spectators in the field of badminton. Youth Studies, 69-76.

Safarnejad, M., & Nasirzadeh, A. (2019). Compilation of sports marketing strategies of the Iranian Sports Federation. Scientific quarterly of applied research in sports management, 7(3), 75-84. doi:10.30473/arsm.2019.27517.2248.

Soltani, & Aghbalaghi, T. (2020). Explaining the role of Bank Tejarat's strategic partnership with fintechs in efficiency through the mediation of technological developments and digital banking. Business Management, 12(3), 800-832.

Strauss, A., & Corbin, J. (1990). Basics of qualitative research. Sage publications.

Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques.

Sudolska, A., & Łapińska, J. (2020). Implementation of the CSR concept through sport sponsorship: the case of the Polish chemical capital group. Journal of Physical Education and Sport, 20, 1100-1105.

Tahmasabi, A. (1390). Research method book: Management Collection: Mahan School.

Zohravandian, Karim, Kozechian, Hashem, Ehsani, & Amiri. (2018). The model for identifying the limitations and obstacles facing the marketing capabilities of Premier League football clubs. Sports Management Studies, 48(10), 131-152.