مطالعات مدیریت ورزشی

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

اطلاعات آماری نشریه

داوران

هزینه های دریافتی

فرایند پذیرش مقالات

راهنمای نگارش مقاله

تحلیل مشارکت حامیان در رویدادهای ورزشی بر مبنای مدل ماتریس انگیزه حمایت مالی(مطالعه موردی: لیگ برترفوتبال ایران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 1. گروه تربیت بدنی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

2 استادیار پژوهشگاه تربیت بدنی

چکیده

حمایت مالی ورزشی یکی از شیوه‌های مهم سرمایه‌گذاری در ورزش و از محورهای اصلی بازاریابی ورزشی است که در سایه آن رویدادها سازمان‌دهی شده و موردحمایت قرار می‌گیرند. این پژوهش باهدف بررسی و تحلیل مشارکت حامیان در رویدادهای ورزشی بر مبنای مدل ماتریس انگیزه حمایت مالی صورت گرفته است. روش این پژوهش کیفی بر اساس نظریه داده بنیاد مبتنی بر رویکرد گلیزر است. برای جمع‌آوری داده‌ها از مصاحبه نیمه ساختاریافته و نمونه‌گیری هدفمند به روش گلوله برفی استفاده گردید و درمجموع با 15 نفر از خبرگان و اساتید مدیریت بازاریابی ورزشی و همچنین شرکت های حامی ورزش (فوتبال) مصاحبه صورت پذیرفت. الگوی نظری این تحقیق از پاسخ‌های مصاحبه 9 سؤالی و پس از انجام مراحل کدگذاری باز، انتخابی و نظری، حاصل گردید. در این مطالعه در چهار بعد خارجی، داخلی، فرصت‌طلبانه و بشردوستانه مؤلفه‌های انگیزشی تعریف گردید و بر اساس فرآیندی تحلیلی، داده‌های به‌دست‌آمده در یک ماتریس دوبعدی جای گرفت. نتایج تحلیل داده‌ها نشان داد که عوامل موردبررسی تحقیق و انگیزه‌های مورد پرسش قرارگرفته در مصاحبه‌ها دارای دو یا چند اولویت است که در مرتبه اول اولویت، انگیزه‌های مرتبط با ابعاد خارجی و فرصت‌طلبانه و در اولویت ثانویه انگیزه‌های داخلی و بشردوستانه مشاهده گردیدند. به سبب این مطالعه توصیه می‌شود مدیران ورزشی و سردمداران سیاسی اقتصادی کشور برای تقویت ارتباط حامیان و ورزش توجهی ویژه‌ در جهت توسعه و هدفمندی حمایت مالی داشته باشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The analysis of sponsors participation in the sports events based on sponsorship motivation matrix (case study, football Primer ligue of Iran)

نویسندگان [English]

  • zahra peyman 1
  • mostafa afshari 2

1 azad university

2 Faculty member of SSRI

چکیده [English]

Sports sponsorship is one of the important methods of investment in sports. It is also one of the main axes of sports marketing, under which the events are organized and supported. This study aimed to investigate and analyze the participation of sponsors in football events based on the model of financial support motivation matrix. This is a qualitative study based on Glaser's grounded theory. Therefore, semi-structured interviews and purposeful snowball sampling were used to collect data. In total, 15 university professors, experts in the sports sponsorship, and organizations sponsoring sports event (football) were interviewed. The theoretical pattern of this study was obtained from the responses to the 9-question interview and after completing open, selective, and theoretical coding stages. The study defined four external, internal, opportunistic, and humanitarian dimensions of motivational components, and data were inserted in a two-dimensional matrix based on an analytical process. Data analysis indicated that factors being studied and the motivations questioned in the interviews had two or more priorities, so that motivations related to external and opportunistic dimensions were mentioned as the first priority, and internal and humanitarian motivations were considered as the second priority. Thus, the sports managers and political-economic leaders of Iran are recommended to pay special attention to the development and targeting of financial support in order to strengthen the relationship between sponsors and sports.

کلیدواژه‌ها [English]

  • Sponsorship
  • Sports event
  • Support motivation matrix
  • Football
  • Grounded theory
مراجع
  1. Abawari, Y. A. (2013). Investing factors that the development of football in south nation nationalities and peoples region, with particular reference to Kafka zone (Unpublished masters’ thesis). Addis Ababa University ,  Addis Ababa,
  2. Afshari, M., Fattah Pourmorandi, M., Mir Safaian, H., & & Mohammad Hassan, F. (2018). Financial support: An approach to attracting capital for projects in West Azerbaijan Province. Sports Management Studies, 10(47), 67-84. (in Persian).
  3. Al-Khaja, H. H. J. I. S. S. (2001). Investors opinions about sports marketing in Bahrain. the sport journal , 23(1), 111-123.
  4. Apostolopoulou, A., & Papadimitriou, D. J. S. M. Q. (2004). Welcome home: Motivations and objectives of the 2004 Grand National Olympic sponsors. Sport Marketing Quarterly 13(4), 180-192
  5. Arraya, M., & Pellissier, R. (2013). Productivity measurement in a sports organization. Southern African Business Review, 17(1), 98-127.
  6. Banar, N., & Fathollahzadeh, H. (2012). Guide to financial support in sports. Tehran: Hatami Publications. (in Persian).
  7. Banar, N., Ramezani Nejad, R., Andam, R., Mohaddes, F., & Mir Kazemi, S. A. (2012). Investigating the goals of sports support in the top leagues of Iran. Harakat Magazine, 14, 13-24. (in Persian).
  8. Bouchet, A., Doellman, T. W., Troilo, M., & Walkup, B. R. (2015). The impact of international football matches on primary sponsors and shareholder wealth. Journal of Sport Management , 29(2), 200-210.
  9. Breuer, C., & Rumpf, C. J. (2011). Assessing the drivers of sport sponsor identification: Findings from an empirical lab study. Thunderbird International Business Review , 53(6), 739-746.
  10. Djaballah, M., Hautbois, C., & Desbordes, M. J. S. (2017). Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France. Sport Management Review , 20(2), 211-225.
  11. Ehsani, M., Abudra, Z., & Eghbali, M. (2008). A study of the causes of sponsors' lack of professional sports in Isfahan. , 6(2), 111-120. (in Persian).
  12. Elahi, A., Sajjadi, N., Khabiri, M., & Abrishami, H. (2009). Barriers to the development of Income Attraction from Financial Support in the Football Industry of the Islamic Republic of Iran. , Journal of Sport Management, 1, 89-202. (in Persian).
  13. Elahi, A. (2008). Investigating and barriers to economic solutions in the football industry of the Islamic Republic of Iran (Unpublished doctoral dissertation).University of Tehran, Tehran, Iran. (in Persian).
  14. Fallahi, A. (2014). The process of effective financial support of the Iranian Football Premier League and providing a model (Unpublished master’s thesis). Tarbiat Modares University, Tehran, Iran. (in Persian).
  15. Fallahi, A., Mohammad, E., Khabiri, M., & Koozehchian, H. (2017). A comprehensive model for the effectiveness of supporting the Iranian Premier Football League. Sports Management Studies, 41, 37-60. (in Persian).
  16. Greenhalgh, G., & Greenwell, T. C. (2013). What's in it for me? An investigation of North American professional niche sport sponsorship objectives. , Sport Marketing Quarterly,  22(2), 101-112.
  17. Hemmatinejad, M. A., Banar, N., & Moradi Sharaf, H. (2016). Analysis of motivating factors of sports support in Tehran province. Applied Research in Sports Science, 5(3), 77-79. (in Persian).
  18. Heshmi, A. (2017). Prioritizing obstacles to financial support for championship sports in Semnan province (Unpublished master’s thesis). Ivanki University, Semnan , Iran. (in Persian).
  19. Hosseini, M. S., AliDoost Ghahfarkhi, E. A., Shabani Bahar, Gh., & Rajabi, M. (2011). Review the views of private company executives on financial support for sports. Sport Management, 12, 23-36. (in Persian).
  20. Jesmani, M., Rashid Salmir, A., Gharakhani, H., & Dehghan Ghahfarkhi, A. (2018). Identifying and prioritizing economic and managerial barriers Financial support for championship sports in Zanjan province. Physiological and Management Research in Sports, 10(4), 101-110. (in Persian).
  21. Kirkesaether, E. (2011). The link between corporations' (sponsors') motives behind sport sponsorship activities and the attractiveness characteristics of sport sponsorship objects: A comparative case study of The Norwegian association of orienteering and The Norwegian football association as sponsorship objects (Unpublished master’s thesis). Norwegian School of Sport Sciences, Oslo,   
  22. Kruszy ´nska, E., & J. (2019). Hierarchy of factors affecting the condition and development of sports and recreation infrastructure-impact on the recreational activity and health of the residents of a city (Poznan case study). International Journal of Environmental Research and Public Health,  16 (4),  2-14 . 
  23. Lamont, M., Hing, N., & Gainsbury, S. J. (2011). Gambling on sport sponsorship: A conceptual framework for research and regulatory review. Sport Management Review , 14(3), 246-257.
  24. Madill, J., & O'Reilly, N. J. (2010). Investigating social marketing sponsorships: Terminology, stakeholders, and objectives., Journal of Business Research, 63(2), 133-139.
  25. Matthew, L., Nerilee, H., & Sally, G. (2011). Gambling on sport sponsorship: A conceptual framework for research and regulatory review. Sport Management Review, 14(3), 246-257.
  26. Mirzaei, I., Mehdipour, A., Azmsha, T. (2014) Analysis of the factors attracting sponsors in the professional sports of Fars province, in Iran. International Journal of Sport Studies, 5(2), 206-213.
  27. Morgan, A., Taylor,T., Adair,D. (2020). Sport event sponsorship management from the sponsee’s perspective. Sport Management Review, 23(5), 838-851.
  28. Nadrian, M., Rahbari, S., & Ghorbani, M. (2014). A comparative study of how to finance the professional football club of the Iranian Premier League, England. Applied Research in Sports Management, 3, 31-42. (in Persian).
  29. Nuseir , M. (2020). The effects of sponsorship on the promotion of sports events. International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, 22(2), 191-207.
  30. Park, S. E., Mahony, D. F., Kim, Y., & Do Kim, Y. (2015). Curiosity generating advertisements and their impact on sport consumer behavior. Sport Management Review, 18(3), 359-369.
  31. Pruna, R., Tribaldos, L. M., & Bahdur, K. (2018). Player talent identification and development in football identificación de talento en el jugador y su desarrollo en el fútbo, Apunts. Medicina de l'Esport, 53(198), 43-46.
  32. Ramazanpour Khaki, P. (2017). A study of factors affecting attracting financial supporters of Mazandaran province football teams (Unpublished master’s thesis). Ayatollah Amoli Azad University, Amol , Iran. (in Persian).
  33. Reyhani, M., Ramezani Nejad, R., Mirzaei, A., & Homayoun, A. (2018). Motivations to support the fans of Iranian Premier League football clubs. Studies in Sports Management, 5(20), 63-78. (in Persian).
  34. Rose, M., Merchant,A., Orth, U., (2021). Sports teams heritage: Measurement and application in sponsorship. Journal of Business Research, 124, 759-769.
  35. Seyed Bagheri, S. M., & Sharifian, E. (2017). Identifying and prioritizing barriers to sponsorship of private companies of sport of champions. JRSM, Research in sports management and movement behaviour, 7(13), 55-66. (in Persian).
  36. Shank, M. D., & Lyberger, M. R. (2009). Sports marketing: A strategic perspective (4th ed.). London: Routledge.
  37. Slåtten, T., Svensson, G., Connolley, S., & Bexrud, C. J. E. (2016). The sponsorship motive matrix (SMM): A framework for categorising firms' motives for sponsoring sports events. European Journal of Tourism Research , 15, 143-166.
  38. Slåtten, T., Matovu, B. R., & Connolley, S. (2014). Four drivers of effective sponsorship: A case study of the Birkebeiner race in Norway. Journal of Convention & Event Tourism, 15 (3) , 220-235 .
  39. Soriano, F. (2009). A Bola não Entra por Acaso. Available at www.academia.edu: 29 march 2020 (Accessed).
  40. Widmark, E., & Holmgren, J. (2017). The impact of internal values on the sports sponsorship market. A qualitative study of how large companies work on their internal values and motivate their sponsorship programs (Unpublished bachelor thesis).  Gothenburg university,  Gothenburg ,   
  41. Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring corporate motives: How deal characteristics shape sponsorship perceptions. International Journal of Sports Marketing and Sponsorship, 81(5), 121-141.
  42. Yazdani, A. (2010). Investigation of barriers to sports support for companies (private and public) in North Khorasan province. Unpublished master’s thesis). North University, Mazamdaran , Iran. (in Persian).
  43. Zinger, J. T., & O'Reilly, N. J. (2010). An examination of sports sponsorship from a small business perspective.,  An examination of sports sponsorship from a small business perspective, 11(4), 14-32.
مطالعات مدیریت ورزشی
دوره 12، شماره 64
بهمن و اسفند 1399
صفحه 207-232
فایل ها
سابقه مقاله
  • تاریخ دریافت: 01 تیر 1399
  • تاریخ بازنگری: 04 شهریور 1399
  • تاریخ پذیرش: 23 شهریور 1399
هم رسانی
ارجاع به این مقاله
آمار