حمایت مالی از لیگ برترفوتبال ایران از دیدگاه شرکت‌های حامی

نویسندگان

1 استاد مدیریت ورزشی ، دانشکده علوم انسانی ، دانشگاه تربیت مدرس، تهران ، ایران

2 دانشجوی دکترای مدیریت ورزشی ، دانشکده علوم انسانی ، دانشگاه تربیت مدرس، تهران ، ایران

3 دانشیار مدیریت ورزشی دانشکده تربیت بدنی ، دانشگاه تهران، تهران ، ایران

چکیده

این تحقیق باهدف شناسایی و اولویت بندی مهمترین ملاک­های انتخاب باشگاه­ها برای حمایت مالی، مهمترین ابزارهای ارتباطی حمایت مالی و مهم ترین مخاطبان حامیان مالی انجام شد. از روش تحقیق آمیخته از نوع اکتشافی متوالی (کیفی و سپس کمی) استفاده شد. با 16 نفر از مدیران بازاریابی حامیان مالی باشگاه­های حاضر در لیگ برتر مصاحبه صورت گرفت و از فرایند تحلیل سلسله مراتبی (AHP) برای اولویت بندی عوامل استفاده شد. تحلیل مصاحبه ها نشان داد که 7 ملاک مهم برای انتخاب باشگاه­ها جهت حمایت مالی وجود دارد. ابزارهای ارتباطی حمایت مالی و گروه­های هدف حمایت مالی نیز در 7 طبقه قرار گرفتند. اولویت بندی عوامل نشان داد که برخورداری از پوشش رسانه­ای با وزن نسبی 26/0 و ارتباطات فردی مدیران (216/0) مهمترین ملاک­های انتخاب باشگاه­ها برای حمایت مالی هستند. استفاده از مزیت پوشش رسانه­ای با وزن نسبی 243/0 و در معرض دید تماشاچیان بودن (207/0) مهمترین ابزارهای ارتباطی و عموم مردم (217/0) و بازار محصول (مشتریان کنونی و مشتریان بالقوه) (202/0) نیز مهمترین گروه­های هدف حامیان مالی بودند.

کلیدواژه‌ها


عنوان مقاله [English]

Sponsorship for Iran Football Pro-League from the Viewpoints of Sponsor Companies

نویسندگان [English]

  • Mohammad Ehsani 1
  • Ahmad Fallahi 2
  • Hashem Kuzehchian 1
  • Mohammad Khabiri 3
1 Professor of Sport Management, Humanities Faculty, Tarbiat Modares University, Tehran, Iran
2 PhD Student of Sport Management, Humanities Faculty, Tarbiat Modares University, Tehran, Iran
3 Associate Professor, Faculty of Physical Education, University of Tehran, Tehran, Iran
چکیده [English]

This study aimed at identifying and prioritizing the most important criteria to select clubs for sponsorship, sponsorship communication tools and audience of sponsors. The sequential exploratory mixed method (qualitative and then quantitative) was used. 16 marketing managers of sponsors present in pro-league clubs were interviewed. The analytic hierarchy process (AHP) was used to prioritize the factors. Interview analyses showed 7 important criteria to select clubs for sponsorship. Sponsorship communication tools and sponsorship target audiences were in 7 categories. AHP results showed that “media coverage” (0.260) and “managers’ personal relationship” (0.216) were the most important criteria to select clubs for sponsorship. “Using media coverage advantages” (0.243) and “exposure to attendees” (0.207) were the most important communication tools of sponsorship. “General public” (0.217) and “product market (existing customers and potential customers)” (0.202) were the most important target audience of sponsors.

کلیدواژه‌ها [English]

  • sponsorship
  • pro-league
  • sponsor
  • audience
  • communication tools of sponsorship

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