Document Type : Research Paper

Authors

• arefeh ghanbari firoozabadi ¹
• sara keshkar ²
• Gholamali Kargar ²

¹ PhD Student of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba’i University, Tehran, Iran

² Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba’i University, Tehran, Iran

Abstract

The aim of this study was to identify goals, constraints and achievements of sponsorship of governmental and private banks for sport in Iran. The research method was applied and qualitative. It was conducted through interviews using thematic analysis. The statistical population consisted of authorities of sport sponsorship departments of Iran governmental and private banks who worked at different positions in marketing, public relations, advertising … 19 banks (5 governmental banks and 14 private banks) had sport sponsorship. The population was selected by census method and the data were collected from 18 banks. The results demonstrated that the goals were categorized into 3 groups: social development, marketing and organizational development. Constraints were categorized into 5 groups: legal, economic, media promotion, feedback and management. Banks attained some achievements which were categorized into 3 groups: social, marketing and organizational development. In order to encourage new sponsors to enter this arena and retain existing sponsors, following points can be taken into account: considering the goals and achievements of banks, strengthening them, identifying their constraints and trying to eliminate them.

Keywords

• constraint
• media promotion
• social responsibility
• sponsorship
• sport