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
Abstract
Introduction: The main goal of this research is to turn sponsors into partners in the Premier Football League of Iran or the Persian Gulf; And its goal is 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 13 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: In order for sponsors to be able to last for years in Iran's premier football league and become partners, different aspects must be taken into consideration. But sponsoring companies and Iran's premier football league (clubs, league organization and Iran Football Federation) should consider the support stages as a collaborative process and consider mutual cooperation with trust and commitment from the beginning. At the same time, keep in mind the different dimensions of success in participation
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