Factor Analyzing the Motivators of Sport Sponsorship in Hamadan Province

The aim of present study was to identify motivators of sport sponsorship in Hamadan province. The present study in terms of research methodology was descriptive – survey. 243 managers (123 corporate and 120 sport managers) responded the researcher-made questionnaire including 33 five digit Likert items. The face and content validity of the questionnaire was ratified by the experts and its reliability was estimated using Cronbach's alpha (a=0.93) based on a pilot study which was carried out among 30 sports and corporate managers. In order to analyze the data, exploratory and confirmatory factor analysis were used to identify sports sponsor’s motivation factors. Research results revealed six factors including structural factors, advertising, and facilities, environmental, cultural and management as motivation factors supporting corporate executives and directors of sports from the perspective of sports and confirmatory factor analysis model showed a good fit. Since financial sponsorship is one of the main fiscal resources for sports organizations, the corporate and sports managers are suggested to get familiar with the sport marketing knowledge, provide appropriate support plans and benefits provided to sponsors companies are encouraged to enter the field of sports sponsorship.