Sport Management Studies

Effective strategies in sponsorship model of Iran's professional sports

Document Type : Research Paper

Authors

javad gholamian 1
Ali Reza Elahi 2
Hossein Akbari Yazdi 3

1 sport management Department, sport science faculty, kharazmi university of Tehran.

2 Associated Professor at Kharazmi University

3 associated professor of kharazmi uni

https://doi.org/10.22089/smrj.2018.6210.2255
Abstract
Sponsorship is a resource that will be able to provide sustainable competitive advantages and a form of fast-growing marketing that has the potential to become the 21st Century marketing tool. Therefore, the purpose of this study is to identify effective strategies in the Iran's sports professional sponsorship model.
This is an applied research of purpose and data collection is field study. The kind of research is survey and descriptive. According to the grounded theory (Grounded) is based on the method of Glaser. The statistical population is sport industry experts, directors, secretaries and marketing managers of sports federations, Managers and Board Directors of sponsors, and professors of universities with researches and projects related to the matters, Sport organizations, that 23 of them were selected by Target and snowball sampling method. The interviews were open and semi-structured and data analysis has occurred by qualitative content analysis and open, axial and selective coding.
The results of the research identified 6 general strategies including investing, relationship management, leveraging and activation, sponsorship fit and alliances as effective strategies in professional sports sponsorship. This research by presenting a model and focusing on appropriate strategies seeks to create competitive advantages and increase the commercial power of sports federations and facilitate the decision-making process in investment as well as the survival of sponsors in professional sport of Iran.

Keywords

sponsorship model
professional sports
Effective strategies

Subjects

  1. Amis, J., Slack, T., & Berrett, T. (1999) Sport sponsorship as distinctive competence. European Journal of Marketing, 33(3/4), 250-272.
  2. Asagba, O. (2008). Perceived impediments to effective sports sponsorship in Nigeria. International Journal of African & African American Studies, 5(1), 67-72.
  3. Azadan, M., Askarian, F., & Ramezaninezhad, R. (2012). Investigating ways to attract sponsors in professional football in Iran. Sport Management Studies (Research in Sport Sciences), 4(13), 123-136. (in Persian).
  4. Beliga, C., & Hejndorf, S. (2012). Sport sponsorship as a corporate communication tool. The case of carrefour for tour de france (Master´s thesis). Aarhus School of Business.
  5. Berrett, T., & Slack, (1999) An analysis of the influence of competitive and institutional pressures on corporate sponsorship decisions. Journal of Sport Management, 13(2), 114-138.
  6. Blakey, P., & Chavan, R. (2011). Cricket sport sponsorship management strategies: A comparison between India and the UK. International Journal of Sport Management and Marketing, 9(1-2), 94-115.
  7. Chadwick, S., & Thwaites, (2005). Managing sport sponsorship programs: Lessons from a critical assessment of English soccer. Journal of Advertising Research, 45(3), 328-338.
  8. (2017). 11th annual Canadian sponsorship landscape study. Presented at the Sponsorship Marketing Council of Canada, Toronto, Canada. Available at http://www.sponsorshiplandscape.ca/downloads.
  9. Demir, R., & Söderman, S. (2015). Strategic sponsoring in professional sport: A review and conceptualization. European Sport Management Quarterly, 15(3), 271-300.
  10. Detailed Document of the Comprehensive System for the Development of Physical Education and Sport of the Country. (2004). Professional sport section. Tehran: Physical Education Organization.
  11. Farrelly, (2010). Not playing the game: Why sport sponsorship relationships break down. Journal of Sport Management, 24(3), 319-337.
  12. Ferrand, A., Torrigiani, L., Camps, I., & Povill, A. (2007). Successful strategies. In Routledge handbook of sports sponsorship. London: Routledge.
  13. Filis, G. N., & Spais, G. (2012). The effect of sport sponsorship programs of various sport events on stock price behavior during a sport event. Journal of Promotion Management, 18(1), 3-41
  14. Fortunato, J. (2016). How the Citi Olympic sponsorship strategy uses the knowledge of the elaboration likelihood model. Journal of Financial Services Marketing, 21(1), 76–85.
  15. Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025.
  16. IEG Sponsorship Report. (2017). Sponsorship spending forecast: Continued growth around the world. IEG Sponsorship Report. Available at: http://www.sponsorship.com /iegsr/2017/01/04/Sponsorship-Spending-Forecast Continued-Growth-Ar.aspx.
  17. Jonathan, A. (2015). The path to global sport sponsorship success: An event history analysis modeling approach (Doctoal disserttaion). Ohio State University.
  18. Jensen, J. A., & Hsu, A. (2011). Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance. International Journal of Sports Marketing and Sponsorship, 12(4), 72-84.
  19. Koo, K., & Lee, Y. (2018). Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes. Sport Management Review, https://doi.org/10.1016/j.smr.2018.03.001
  20. Kahuni, A. T., Rowley, J., & Binsardi, (2009). Guilty by association: Image ‘spill-over’in corporate co-branding. Corporate Reputation Review, 12(1), 52-63.
  21. Kale, P., & Singh, (2007). Building firm capabilities through learning: The role of the alliance learning process in alliance capability and firm‐level alliance success. Strategic Management Journal, 28(10), 981-1000.
  22. Kuo, W. C., & Huang, M. J. (2013). Sponsorship strategies at the world table tennis championship. Paper presented ath the 13th ITTF Sports     Science Congress, France.
  23. Lei, S., Ghosh, C., & Srinivasan, (2010). Should they play? Market value of corporate partnerships with professional sport leagues. Journal of Sport Management, 24(6), 702-743.
  24. Masterman, G. (2007). Sponsorship: For a return on investment. London: Routledge.
  25. Misener, K., & Doherty, A. (2013). Understanding capacity through the processes and outcomes of interorganizational relationships in nonprofit community sport organizations. Sport Management Review, 16(2), 135-147
  26. Mohammadpour, A. (2013). Qualitative research method of counter methods, steps and practical procedures in qualitative methodology (Vol. 2). Tehran: Sociologists. (in Persian).
  27. Morgan, A., Adair, D., Taylor, T., & Hermens, A. (2014). Sport sponsorship alliances: Relationship management for shared value. Sport, Business and Management: An International Journal, 4(4), 270-283.
  28. O’Reilly, N., & Horning, D. L. (2013). Leveraging sponsorship: The activation ratio. Sport Management Review, 16(4), 424-437.
  29. Renard, N., & Sitz, (2011). Maximising sponsorship opportunities: A brand model approach. Journal of Product & Brand Management, 20(2), 121-129.
  30. Robinson, M. J. (2013). Sports club management (Talebpour M., et al., Trans). Mashhad: Ferdowsi University of Mashhad Press. (in Persian).
  31. Sevensen, S. (2013). Strategic sponsorship: Managers attitudes towards Sport Sponsorship (Bachelor´s thesis). School of Business and Economics, Linnaeus University.
  32. Soteriades MD. (2013). Events sponsorship: A framework for efficient management. Wulfenia Journal, 20(10), 226-241.
  33. Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, (2013). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 223-229.
  34. Vance, L., Raciti, M. M., & Lawley, M. (2016). Beyond brand exposure: Measuring the sponsorship halo effect. Measuring Business Excellence, 20(3), 1-14.
  35. Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22, 5-40.
  36. Weeks, C. S., Cornwell, T. B., & Drennan, J. C. (2008). Leveraging sponsorships on the internet: Activation, congruence, and articulation. Psychology & Marketing, 25(7), 637-654.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sport Management Studies
Volume 15, Issue 79
July and August 2023
Pages 233-254

  • Receive Date 20 August 2018
  • Revise Date 25 October 2018
  • Accept Date 28 November 2018

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us