Sport Management Studies

Measuring the objectives of managing sponsors of commercial advertising in sports fields

Document Type : Research Paper

Authors

1 Assistant Professor in Sport Management, University of Eyvanekey

2 Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

3 PhD of Sport Management, Allameh Tabataba'i University

4 Master in Sport Management, University of Eyvanekey

Abstract
The purpose of the present study was to Measuring and prioritize the sponsors' goals of commercial advertising in sports fields. In terms of outcome and purpose was a type of applied research and a survey research which is implemented in the field. The statistical population of the study included all CEOs, marketing and sales managers of sponsored companies with commercials in sports fields in football, volleyball, wrestling, futsal, karate and taekwondo, heads of sport federation marketing committees, CEOs of Premier League clubs in the fields. Football, basketball, volleyball, and futsal were in the 97-98 season and university professors and professors were in the field of sports marketing (200 people). Sampling was done as available and finally, after distributing and collecting the research questionnaires, 79 questionnaires were completed and analyzed. The Van Harden (2004) Sponsors Targets Questionnaire was used to collect data. Data were analyzed using descriptive statistics to classify the data, and confirmatory factor analysis models in Amos software and SPSS software were used to test the research hypotheses. The findings of the study showed that the priorities of the sponsors were as follows: 1- overall corporate goals, 2- marketing and subversion goals, 3- communication-environmental goals, and 4- media-advertising goals. The results of confirmatory factor analysis also showed that the sponsor's goal model is well-suited.

Keywords

Main Subjects

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Sport Management Studies
Volume 13, Issue 67
July and August 2021
Pages 1-34

  • Receive Date 26 December 2019
  • Revise Date 25 January 2020
  • Accept Date 03 February 2020

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