Sport Sciences Research Institute Sport Management Studies 2538-3213 15 79 2023 07 23 Sports Marketing Agility: Identifying Antecedents, Consequences and Its Impact on Organizational Performance with the Moderating Role of Market Turbulence (Case Study: Majid Sports Brand (Merooj)) Sports Marketing Agility: Identifying Antecedents, Consequences and Its Impact on Organizational Performance with the Moderating Role of Market Turbulence (Case Study: Majid Sports Brand (Merooj)) 35 56 3180 10.22089/smrj.2022.11444.3501 FA Navid Mahtab Assistant Professor of Sport Management, Islamic Azad University, Qorveh Branch, Qorveh, Iran 0000-0002-0936-7381 Farzad Ghafouri Associate Professor of Sports Managemen, Department of Management and Accounting, University of Allame Tabataba'I, Tehran, Iran 0000-0002-3715-6426 Sara Varmaghani Master of Sport Management, Islamic Azad University, Qorveh Branch, Qorveh, Iran Maryam Varmaghani Ph.D. Candidate of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran Journal Article 2021 09 25 In the present study, for the first time, the antecedents and consequences of marketing agility in the field of sports and its impact on performance were investigated. The statistical population of this research consisted of 280 sales and marketing staff of Majid Company. To determine the number of sample members, two methods of Cochran's formula for limited society and 10-fold rule were used, and 162 people were considered as sample members. To collect the data using the random sampling method, a researcher-made questionnaire with a five-point Likert scale was distributed among the sample members and 162 questionnaires were received. Structural Equation Modeling was used to analyze the data, and the results showed that marketing intelligence, training and development, and marketing planning are Antecedents and drivers for sports marketing agility. Also, sports marketing agility has a significant effect on new product advantage and innovation capability, and these two variables are the consequences of sports marketing agility. Company performance is another consequence of sports marketing agility, which new product advantage and innovation capability also have a significant effect on performance, and finally, market turbulence moderates the relationship between sports marketing agility and company performance. In general, according to the research findings, sports marketing agility is one of the new marketing methods that successful sports companies can use to maintain and improve their competitive position. Finally, practical suggestions were provided to managers of sports companies and future researchers. In the present study, for the first time, the antecedents and consequences of marketing agility in the field of sports and its impact on performance were investigated. The statistical population of this research consisted of 280 sales and marketing staff of Majid Company. To determine the number of sample members, two methods of Cochran's formula for limited society and 10-fold rule were used, and 162 people were considered as sample members. To collect the data using the random sampling method, a researcher-made questionnaire with a five-point Likert scale was distributed among the sample members and 162 questionnaires were received. Structural Equation Modeling was used to analyze the data, and the results showed that marketing intelligence, training and development, and marketing planning are Antecedents and drivers for sports marketing agility. Also, sports marketing agility has a significant effect on new product advantage and innovation capability, and these two variables are the consequences of sports marketing agility. Company performance is another consequence of sports marketing agility, which new product advantage and innovation capability also have a significant effect on performance, and finally, market turbulence moderates the relationship between sports marketing agility and company performance. In general, according to the research findings, sports marketing agility is one of the new marketing methods that successful sports companies can use to maintain and improve their competitive position. Finally, practical suggestions were provided to managers of sports companies and future researchers. https://smrj.ssrc.ac.ir/article_3180_c20a7ce2a627ba838cfbff082db35197.pdf