نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتر‌ی مدیریت ورزشی، دانشگاه تربیت مدرس

2 استاد‌ دانشگاه تربیت مدرس

3 دانشیار دانشگاه تهران

چکیده

حمایت یکی از مهم­ترین منابع درآمدی باشگاه­ها و یکی از بهترین شیوه­های ترویج برای شرکت­های حامی است، اما امروزه، بازاریابی کمین به­عنوان خطری برای حمایت مطرح است. این پژوهش که با هدف بررسی اثربخشی حمایت از لیگ برتر فوتبال ایران و نقش بازاریابی کمین بر آن انجام گردید، از نوع مطالعات توصیفی ـ پیمایشی می­باشد. تعداد 515 نفر از تماشاچیان لیگ برتر فوتبال به­صورت طبقه­ای تصادفی به­عنوان نمونه انتخاب شدند. نتایج نشان می­دهد که در­مجموع، 6/80 درصد از تماشاچیان، شرکت ایرانسل را به­عنوان حامی رسمی لیگ برتر شناسایی کرده­اند. علاوه­براین، یافته­ها نشان می­دهند که شرکت ایرانسل به­طور معنا­داری بیشتر از رقبا به­عنوان حامی رسمی شناسایی شده است. افرادی که بازاریابان کمین را به اشتباه به­عنوان حامی عنوان نموده­اند، به­طور معناداری بیشتر به تماشای پخش زندۀ مسابقات پرداخته­اند. در­نهایت، هر­چند که شرکت ایرانسل توانسته است موفقیت بالایی در کسب آگاهی از برند­ در­­نتیجۀ حمایت از لیگ برتر حاصل کند، اما شرکت همراه اول نیز توانسته است با بازاریابی کمین، شناخت چشم­گیری را به­عنوان حامی لیگ برتر حاصل کند.

کلیدواژه‌ها

عنوان مقاله [English]

Sponsoring Iran's Football Pro-League; Sponsorship or Ambush Marketing?

نویسندگان [English]

  • Ahmad Falahi 1
  • Mohammad Ehsani 2
  • Hashem Koozehchyan 3
  • Mohammad Khabiri 2

1 Tarbiat Modares University

2 Tarbiat Modares University

3 Tarbiat Modares University

چکیده [English]

Sponsorship is one of the most important sources of income for football clubs and one of the best ways to promotion for sponsors, but today, ambush marketers are considered as a threat for sponsoring companies. The purpose of this study was to investigate effectiveness of sponsoring Iran Football Pro-League. Descriptive-survey method was used. Research sample included 515 spectators of pro-league that selected by stratified random sampling. The result showed that 80.6% of respondents recognized Irancell as pro-league sponsor. Also, chi-square test showed that significantly Irancell was recognized more than ambushers as official sponsor of pro-league. Persons that watched live broadcasting of pro-league matches more than others, incorrectly recognized ambushers as sponsor. Finally, also Irancell acquired high awareness via sponsoring pro-league, but Hamrah-e-Avval by ambushing gained an impressive recognition as pro-league sponsor.

کلیدواژه‌ها [English]

  • Sponsorship
  • Football Pro-league
  • Ambush Marketing‌
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