Investigate the Effect of Match Conditions on Environmental Advertising in Football Premier League

Among the many kinds of sport, football has undergone many changes and has converted from a simple sport into a business which has been able to attract the attention of organizations and companies for advertising. Due to the importance of this subject, this study investigated the effect of the importance of match, intensity of fanship and excitement of match on environmental advertising. In addition, this study determined the priorities of people’s attention to different advertisements in football premier league. This study was applied in terms of objectives and descriptive-survey in terms of data collection method. The population included all football premier leagues spectators. According to Morgan table, 384 subjects were randomly selected as the sample. In order to collect data, a researcher-made questionnaire was used. This questionnaire was confirmed by 7 sport management professors and its construct validity was obtained by first order factor analysis. The reliability was obtained with Cronbach’s alpha for different advertising as 0.71 and match conditions as 0.86. In order to analyze the data, descriptive and inferential statistics and research model fitting with SPSS20 and Lisrel were used. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied. Results showed that spectators paid their most attention to TV advertisements and their least attention to environmental advertisements. In addition, excitement of match, importance of match and intensity of fanship had positive and direct effects on environmental advertising of football premier league.