حمایت از لیگ برتر فوتبال ایران؛ حمایت یا بازاریابی کمین؟

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتر‌ی مدیریت ورزشی، دانشگاه تربیت مدرس

2 استاد‌ دانشگاه تربیت مدرس

3 دانشیار دانشگاه تهران

چکیده
حمایت یکی از مهم­ترین منابع درآمدی باشگاه­ها و یکی از بهترین شیوه­های ترویج برای شرکت­های حامی است، اما امروزه، بازاریابی کمین به­عنوان خطری برای حمایت مطرح است. این پژوهش که با هدف بررسی اثربخشی حمایت از لیگ برتر فوتبال ایران و نقش بازاریابی کمین بر آن انجام گردید، از نوع مطالعات توصیفی ـ پیمایشی می­باشد. تعداد 515 نفر از تماشاچیان لیگ برتر فوتبال به­صورت طبقه­ای تصادفی به­عنوان نمونه انتخاب شدند. نتایج نشان می­دهد که در­مجموع، 6/80 درصد از تماشاچیان، شرکت ایرانسل را به­عنوان حامی رسمی لیگ برتر شناسایی کرده­اند. علاوه­براین، یافته­ها نشان می­دهند که شرکت ایرانسل به­طور معنا­داری بیشتر از رقبا به­عنوان حامی رسمی شناسایی شده است. افرادی که بازاریابان کمین را به اشتباه به­عنوان حامی عنوان نموده­اند، به­طور معناداری بیشتر به تماشای پخش زندۀ مسابقات پرداخته­اند. در­نهایت، هر­چند که شرکت ایرانسل توانسته است موفقیت بالایی در کسب آگاهی از برند­ در­­نتیجۀ حمایت از لیگ برتر حاصل کند، اما شرکت همراه اول نیز توانسته است با بازاریابی کمین، شناخت چشم­گیری را به­عنوان حامی لیگ برتر حاصل کند.

کلیدواژه‌ها


عنوان مقاله English

Sponsoring Iran's Football Pro-League; Sponsorship or Ambush Marketing?

نویسندگان English

  • Ahmad Falahi 1
  • Mohammad Ehsani 2
  • Hashem Koozehchyan 3
  • Mohammad Khabiri 2
1 Tarbiat Modares University
2 Tarbiat Modares University
3 Tarbiat Modares University
چکیده English

Sponsorship is one of the most important sources of income for football clubs and one of the best ways to promotion for sponsors, but today, ambush marketers are considered as a threat for sponsoring companies. The purpose of this study was to investigate effectiveness of sponsoring Iran Football Pro-League. Descriptive-survey method was used. Research sample included 515 spectators of pro-league that selected by stratified random sampling. The result showed that 80.6% of respondents recognized Irancell as pro-league sponsor. Also, chi-square test showed that significantly Irancell was recognized more than ambushers as official sponsor of pro-league. Persons that watched live broadcasting of pro-league matches more than others, incorrectly recognized ambushers as sponsor. Finally, also Irancell acquired high awareness via sponsoring pro-league, but Hamrah-e-Avval by ambushing gained an impressive recognition as pro-league sponsor.

کلیدواژه‌ها English

  • Sponsorship
  • Football Pro-league
  • Ambush Marketing‌
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دوره 8، شماره 36
خرداد و تیر 1395
خرداد و تیر 1395
صفحه 57-72

  • تاریخ دریافت 06 مهر 1392
  • تاریخ بازنگری 23 خرداد 1394
  • تاریخ پذیرش 05 مرداد 1393