Extended Abstract
Background and Purpose
Digital transformation over recent decades has fundamentally reshaped organizational business models, including those within the sports industry. In Iranian professional handball clubs, traditional marketing methods such as banner advertisements and printed brochures have become insufficient against rising digital expectations from fans, sponsors, and competitors. Despite the growing popularity of social media and mobile applications, Iranian handball clubs lack a strategic and cohesive approach to digital marketing adoption. Key obstacles include inadequate digital infrastructure, limited expertise among human resources, and insufficient strategic planning. This study aims to analyze the internal and external contexts shaping digital marketing adoption in Iran’s premier handball league clubs, identifying readiness capacities, barriers, strategic solutions, and anticipated outcomes of transitioning toward digital marketing. Gaining insight into these factors will enable clubs to enhance operational effectiveness and long-term viability within a competitive sporting landscape.
 
Methods
This applied research utilized a descriptive-survey design coupled with a quantitative approach based on Partial Least Squares Structural Equation Modeling (PLS-SEM). The study population comprised experts with specialized knowledge and experience in handball and sports marketing, including officials from the Handball Federation and provincial boards, Premier League club managers, coaches, and digital marketing professionals. A purposive and quota sampling method yielded 240 distributed questionnaires, with 217 valid responses analyzed. The researcher-developed survey instrument encompassed four primary constructs: readiness and capacity, barriers and challenges, strategies and solutions, and outcomes and consequences. Each construct was operationalized through multiple indicators assessed on a 7-point Likert scale.
Validity was ensured through expert panel evaluation (N=8), while internal consistency and construct reliability were confirmed by Cronbach’s alpha values exceeding 0.7, Composite Reliability (CR) above 0.7, and Average Variance Extracted (AVE) above 0.5. Model fit was supported by a standardized root mean square residual (SRMR) of 0.07, below the 0.08 threshold. Given data complexity and non-normality, Smart PLS 3.2 software facilitated structural model testing, complemented by descriptive analytics using SPSS 27. Hypothesis testing involved path coefficients, T-statistics, and significance levels set at p < 0.05. The assessment covered reliability, convergent and discriminant validity, as well as structural path analysis.
 
Results
Findings revealed four pivotal dimensions influencing digital marketing implementation in professional handball clubs: readiness and capacity, challenges and barriers, strategic approaches, and outcomes. Within readiness factors, highest path coefficients corresponded to individual and behavioral readiness (0.86), system infrastructure (0.81), and managerial readiness (0.80). Environmental readiness—manifested through availability of digital service providers and societal digital literacy—also exerted significant influence. Major barriers identified encompassed inadequate digital marketing skills, financial limitations, obsolete infrastructure, and resistance arising from low technological awareness. Environmental barriers included an underdeveloped national digital sports innovation ecosystem and limited internet accessibility in less developed regions, significantly impacting perceived challenges (β = 0.89).
Strategic factors demonstrated the strongest influence on digital marketing implementation overall (β = 0.91). Priority strategies spanned environmental and behavioral domains (β ranging 0.80 to 0.88), such as fostering digital culture among fans, collaborating with technology providers, and producing engaging content. The Friedman test ranked environmental strategies highest among sub-dimensions, with a mean score of 6.19. Regarding expected outcomes, environmental and systemic results received maximal emphasis, indicating digital marketing’s substantial role in revenue diversification, attracting sponsorship, and expanding international visibility. Marketing performance gains included reduced traditional advertising costs, amplified brand presence, and enhanced engagement with digitally native fan segments. Clubs investing in staff training, infrastructure development, and strategic planning demonstrated superior marketing outcomes.
The structural model validated all hypothesized relationships, featuring significant path coefficients uniformly below p < 0.001. Notably, digital marketing’s total effect on marketing performance was robust (β = 0.88), with consequential influences spanning managerial, financial, and social outcomes. Collectively, results underscore the imperative to embed digital culture, build technological capabilities, and formulate strategic digital marketing plans within sports organizations—particularly under constrained budgets and intensifying competition.
Conclusion
This study identifies digital readiness, strategic coherence, and environmental factors as central determinants of successful digital marketing integration in Iranian handball clubs. Despite growing awareness of digital tools, fragmented implementation persists due to resource constraints and infrastructural deficiencies. The findings highlight the criticality of organizational preparedness, enhancement of digital literacy, and cultivation of innovation ecosystems. Environmental strategies—especially those enhancing fan and stakeholder interaction—emerge as vital. To achieve sustainable and impactful digital marketing, clubs must adopt structured plans, invest in workforce training, and forge partnerships with external providers. Long-term success depends on coordinated efforts among club executives, technology partners, and governing bodies. Properly integrated digital marketing markedly improves brand positioning, fan engagement, and financial stability. Future research should extend to technology-specific explorations, such as blockchain and artificial intelligence applications, conduct longitudinal studies, and investigate cross-sport comparative dynamics.
Article Message
This article offers a thorough examination of the factors shaping digital marketing adoption in Iran’s professional handball clubs. By analyzing organizational readiness, structural barriers, and strategic responses, the study provides actionable guidance for elevating marketing efficacy within sports organizations. Emphasizing holistic planning, digital skill development, and technology incorporation, the proposed conceptual framework serves as a valuable reference for sports managers and policymakers devising context-specific digital strategies. Furthermore, the research enriches the growing body of literature on digital sports transformation in emerging economies.
Ethical Considerations
All ethical standards were rigorously observed throughout study design, data collection, and reporting phases.
Authors’ Contributions
Conceptualization: Mahdi Mohammadi, Nooshin Benar
Data Collection: Mahdi Mohammadi
Data Analysis: Salah Dastoom, Sadegh Fatahi Milasi
Manuscript Writing: Mahdi Mohammadi, Nooshin Benar
Review and Editing: Salah Dastoom, Nooshin Benar
Funding Responsibility: Not applicable
Literature Review: Sadegh Fatahi Milasi
Project Management: Nooshin Benar
Conflict of Interest
The authors declare no conflicts of interest related to this study.
Acknowledgments
The authors gratefully acknowledge the Iran Handball Federation, club managers, and marketing experts who contributed their insights. Appreciation is also extended to the University of Guilan for its academic support.