مقالات رزومه دکتر حسین اکبری یزدی

Sponsorship is a resource that will be able to provide sustainable competitive advantages and a form of fast-growing marketing that has the potential to become the 21st Century marketing tool. Therefore, the purpose of this study is to identify effective strategies in the Iran's sports professional sponsorship model.This is an applied research of purpose and data collection is field study. The kind of research is survey and descriptive. According to the grounded theory (Grounded) is based on the method of Glaser. The statistical population is sport industry experts, directors, secretaries and marketing managers of sports federations, Managers and Board Directors of sponsors, and professors of universities with researches and projects related to the matters, Sport organizations, that 23 of them were selected by Target and snowball sampling method. The interviews were open and semi-structured and data analysis has occurred by qualitative content analysis and open, axial and selective coding.The results of the research identified 6 general strategies including investing, relationship management, leveraging and activation, sponsorship fit and alliances as effective strategies in professional sports sponsorship. This research by presenting a model and focusing on appropriate strategies seeks to create competitive advantages and increase the commercial power of sports federations and facilitate the decision-making process in investment as well as the survival of sponsors in professional sport of Iran.

The aim of the present study was to investigate the effect of relational marketing on the satisfaction of customers of sports complexes in Tehran with the mediation of brand trust and customer appreciation.

The purpose of this research was applied and descriptive-survey. The statistical population of the research included all customers using sports complexes in Tehran. The statistical sample (471 people) was selected as available. The research tools included questionnaires related to marketing investment and customer appreciation, brand trust and customer satisfaction. PLS and SPSS software were used for data analysis.

The results showed that brand trust has a significant effect on customer satisfaction; Also, investing in relational marketing had a significant effect on brand trust, customer satisfaction and appreciation. But customer appreciation had no significant effect on customer satisfaction. The variable effect of investment in relational marketing on customer satisfaction was significant through the mediation of brand trust, but it was not significant through the mediation of customer appreciation.

Based on the results of the research, it can be said that trust in the brand plays an essential role in creating consumer-brand loyalty and this mentality can lead to the satisfaction and loyalty of the users of the sports complex through trust in the brand, so paying attention to the following factors It can be used as a model for understanding customer behavior to increase customer satisfaction and loyalty.

Like any other social system, universities have a significant role in training and supplying efficient manpower. In this regard, educational services provided by the universities are among the most important educational fields of any society which have a close relationship with community development; And the faculties of physical education and sports science are no exception. Therefore, the purpose of this study is to design a model for measuring the quality of educational services of faculties in physical education and sports science.The methodology of the present research has been applied in terms of purpose, and from the perspective of the method, descriptive-Correlation is specifically based on structural equation modeling. The population was estimated using the sample size estimator software based on the statistical power of  (n=382). Sampling method was selected as a one-step cluster sampling from three geographic regions of the country. In the present study, the evaluations related to the face and content validity and convergent and Discriminant validity were carried out based on the supporting standard opinions of experts, Composite Reliability, Average Variance Extracted, Fornell and Larker it has been done. Was also used for data analysis by lisrel 9/30 Software.In overall, the 5 identified components could explain 58.36 of the data variances of this study, in which 24.09 belonged to educational requirements, 10.12 to aesthetic requirements, 9.06 to context requirements, 8.15 to external participation requirements and 6.94 process requirements.Based on the proposed model, it is suggested that Physical Education faculty managers pay great attention to their students’ educational requirements in order to improve their quality of services.

This qualitative study aimed to identify the general requirements and main criteria for admission to formal sports coaching education programs.

The study utilized an exploratory qualitative design, with semi-structured interviews as the primary data collection method. Qualitative thematic analysis was employed as an analytical strategy to identify, analyze, and report patterns or themes that emerged from the data. Eighteen experienced experts involved in coach education were selected through a purposeful sampling procedure and participated in the research work.

The study identified three high-level themes that represent the general requirements and criteria for admission to the formal sports coaching education programs "prerequisites," "human skills," and "ethical orientation." The prerequisites included having a background related to the sport, interest, and age. Effective communication with people, paying attention to the socio-cultural characteristics of athletes, and mutual and appropriate understanding of athletes were identified as the human skills required. The sub-themes of ethics included compliance with ethical issues, the role of being a model, not having an unethical history, helping athletes to develop ethics, being committed and trustworthy, and having a coaching philosophy.

 The study's findings suggest that by considering the proposed criteria, the initial selection of candidates interested in entering formal sports coaching education programs can be modified, resulting in the training of higher-quality coaches with a greater capacity to improve athlete performance.

The aim of the present study was to investigate the effect of cognitive components on the emotional component of the reputation of Iranian Premier League football teams, taking into account the difference between spectators and viewers. Marketing decisions have potential effects on reputation. Good reputation is an intangible valuable asset that can play an effective role in reducing shareholders' doubts about investment, strengthening competitive advantage, and increasing public trust. By examining the trend of team reputation formation, it becomes clear that sports team reputation has attracted the attention of marketing, organizational behavior, strategic management, economics and sociology fields. What exactly creates team reputation and how it can be evaluated is a matter of discussion. Despite different definitions of reputation, they all include common concepts such as how to deal with stakeholders' expectations, building reputation over time and being influenced by the current and past status of the team. In this study, the latest structure of team reputation based on fans' opinions has been used which includes six dimensions: team performance, team history, social responsibilities of the team, fan orientation, quality management and financial health.The performance of a team is concerned with the perception of its supporters regarding the quality of the team's results, which ultimately contributes to the success of the team. In sports teams, performance is recognized as product quality. Product quality is the most important dimension in evaluating reputation. On the other hand, team performance over time also helps to develop team reputation. Therefore, all past team activities that contribute to creating and establishing team reputation help. Social responsibilities include supporters' perception of the extent of the team's commitment to building relationships with society and ultimately helping to develop societal values. Sports teams gradually demonstrate their value to society by engaging in social responsibilities, but this does not necessarily mean that stakeholders will connect with team values. Teams can develop their marketing communications that positively impact their performance with strong financial capabilities; therefore, it is predictable that sports teams' financial health can affect their reputation. Stakeholders regularly update their information about how teams are managed through media and news agencies. Team management is described as structures, processes, and legal principles of internal and external environments. Team management, which is applied in this study under the name of management quality, is one of the dimensions of team reputation. Supporters relate their emotions and feelings to team products and services; without this emotional connection, most teams do not differ for supporters.The present study was applied and quantitative in terms of data analysis, utilizing a descriptive-correlational approach. Using a structural equation modeling approach, the study aimed to investigate the differences in team reputation evaluation between two football media viewers and spectators inside the stadium. Accordingly, a team reputation questionnaire consisting of 6 dimensions and 19 items, as well as an emotional component of team reputation consisting of 4 items, were translated through a three-stage process and sent to seven experts in the field of sports management whose research area was sports marketing for formal and content validity. Both questionnaires were distributed among 30 participants in the first stage using a Likert scale with five values to calculate Cronbach's alpha reliability coefficient.In this study, spectators were divided into two groups: the first group consisted of 678 fans who attended the stadium during the 96-1395 season (spectators), and the second group consisted of 540 fans who watched the games on television (viewers). According to the findings of the research, path coefficients for "team performance on team reputation", "social responsibilities on team reputation", "quality of management on team reputation", and "financial health on team reputation" were higher among viewers than stadium spectators. The path coefficient for "team history on team reputation" was higher among stadium spectators than viewers. The path dimensions of service quality and financial health did not have a significant effect on emotional components in both groups. In stadium spectators, the path coefficient for social responsibilities did not have a significant effect on emotional components, while in viewers, it could explain approximately 2.5% of emotional component changes.The present study demonstrated that media consumers' perception of the Iranian Premier League was higher for teams with greater fame. News media reports dedicated to teams (referred to as media visibility) have an impact on audience perception of important team features. It is evident that the emotional component of fame is a psychological structure that relates to the consumption of sports by spectators and viewers. Sporting events involve cognitive experiences (cognitive component), physiological changes (motivational component), and practical tendencies (behavioral component). This indicates that the emotional component can ultimately translate into supportive behaviors by spectators and viewers. The findings showed that social responsibilities have a greater impact on team fame for viewers compared to spectators. This means that social responsibility activities are more important in evaluating team fame for viewers. The results of the present study showed that viewers overestimated team fame and had a greater impact on the emotional component of fame than spectators. It is clear that teams, as part of the economic system, rely on news media to cultivate their fame. Therefore, the notion that with the emergence of social media, teams' need for mass media has decreased should also be viewed with skepticism.One of the practical recommendations of the present study, based on the obtained results, is that sports teams should pay more attention to media in order to create and enhance their reputation. Therefore, developing a program for improving the media relations of teams can help increase their popularity. Another practical recommendation of the present study is to undertake some social responsibility actions, such as allocating a special place for disabled and veteran individuals or considering low-cost tickets for working children on game days to promote team reputation. However, there were limitations in implementing this research. One of the limitations was the lack of access to sound and vision data center to obtain data such as the number of hours of broadcasting football matches in Iran's Premier League by team and television network

Identifying the impact of advertising practices on perceptions and behavioral responses to the purchase of men and women has become an important issue in marketing science. This can be very effective in the advertising industry of sports goods. To this end, the aim of this study was to investigate the difference between the effect of advertising on male and female athletes on the level of desire to buy sporting goods.

This research was semi-experimental and used the standard questionnaire of experience, trust and attractiveness of famous people in Ohanian advertisements (1990) and the standard questionnaire of brand-product enthusiasm, Zichkowski model (1985). The validity of the questionnaires was confirmed by experts and its reliability using Cronbach's alpha method (α = 0.90) and (α = 0.93) was confirmed. The statistical sample of this study included 60 students of physical education in Kermanshah Azad University. The data were first collected using descriptive statistics and analyzed using SPSS23 software and statistical methods of dependent sample and Cohen's d-test.

The results showed that the use of male athletes in sports advertising has a more positive effect on people's desire to buy. Also, women are more likely to buy sporting goods under the influence of advertising, attitudes and desires.

The effect of advertising on men and women is different. However, this effect is greater in the group of women because women are better listeners and are more exposed to the change of opinion caused by the effect of advertisements

The purpose of this study was to identify the key factors affecting the brand internationalization of Iranian football clubs and design a framework for a better understanding of this issue. This survey enjoys an exploratory and qualitative nature, having used the grounded theory method. The research population included experts in the field of football and sport. For sampling, targeted methods and snowball technique were used. The data collection method was a semi-structured interview and this work continued to reach the concept of theoretical saturation, and interviews were conducted with 32 experts from the football industry. The stages of qualitative data analysis were accomplished in the form of three open, axial, and selective coding steps. In the first stage, 139 final open codes were obtained, in the second stage, open codes were categorized to the 17 axial codes including brand, management, team, communication, hard power, soft power, industry, customers, competitors, political environment, economic environment, social and cultural environment, technological environment, geographical and natural environment, national infrastructure and international prestige. The results of this study showed that the factors affecting the internationalization of the brand of Iranian football clubs could be divided into three internal environment, intermediate environment and external environment. Furthermore, internationalization of the brand of football clubs in Iran is the result of interaction, communication and feedback of these three the environments together, that have been introduced in the conceptual framework of environments that affect the internationalization of football clubs’ brand.

The main purpose of this study was to identify the components of physical activity development strategies in the elderly. This study was of applied type and its method was qualitative using content analysis technique and content network. This study was conducted based on the positive and strategic SOAR model (strengths, opportunities, aspirations and results). Using snowball with 22 stakeholders and experts to saturate the theoretical, semi-structured interviews were conducted. The audit criteria, including acceptance of qualitative research, transferability and Verifiability results were reviewed and approved. 168 key indicator was conceptualized after the analysis of the interviews. 26, 31, 58 and 29 integrated themes were summarized for each component of SOAR model, respectively. For "strengths" 5 main themes of human resources, financial, material-physical, Managerial and information-technology and for "environmental opportunities", 5 main political, economic, socio-cultural, legal and environmental themes were identified. For "Stakeholder Aspirations" 8 main themes of human, economic, material-physical, managerial, environmental and information technology, socio-cultural, political and legal resources and finally to "measurable results" 4 main themes of socio-cultural, economic, public health and physical material were conceptualized. Also, moderating factors with 25 integrated themes were identified in the form of 3 main themes: individual-environmental, cultural-social and managerial factors. Extract the contents of this study confirm models developed in line with the physical activity of older adults and be sure the planners and managers in the countrychr('39')s aging crisis, paying particular attention to them

Organizations without strategy are like a ships without a compass. The purpose of this study was to Codification a mission statement and strategies developtnem of Faculty of Physical Education and Sport Sciences Kharazmi University in Horizon 1404. Statistical research samples were 15 persons that included the administrators, active and Physical Education experts who were aware of the situation of the Physical Education and Sports Science, Faculty and active sport coaches of Kharazmi University. The Research method was descriptive analytical, based on Brayson Strategic model, For data gathering, questionnaire, benchmarking, intervie and literature review were used and based on that, the Mission Statement, Vision, Values, Main Goals and SWOT setted, after that these elements were confirmed through Strategic group. After identifying SWOT, were used the descriptive Matrix (such as IFE, EFE, SWOT analysis and QSPM). Due to internal and external matrix, the strategic position of the faculty, was conservative in WO and then (A total of 14 strategies) were identified. These strategies were prioritized by using a Quantitative Strategic Planning Matrix (QSPM) and then Due to internal and external matrix (IE), strategic positioning School (in conservative WO) was used. To maintain an environment can benefit from opportunities to reduce internal weaknesses programmed.

The purpose of the present study was to develop and validate a scale to measure internal branding in sport federations. Therefore, the methodology of the present study, from the point of view of purpose, is applied and in terms of data gathering, it is a correlation type that is specifically based on structural equation modeling using Smart PLS 3 software. The population of this study consisted of all employees, managers of Iranian Sport Federations (1062 persons). And based on the Barclays index, the sample size(195) required for the research was considered. The instrument used in the study was a researcher-made questionnaire whose construct validity was confirmed by confirmatory factor analysis as well as its content and face validity by experts (n = 7) in the field of brand marketing and sports marketing management. The validity of the questionnaire was also assessed by the Composite reliability(0/97) and Cronbach's alpha(/0973). The findings of the present study suggest that training activities, group meetings, briefings, internal communications, and leadership and management activities are factors that influence the internal branding of sports federations, and it is recommended that appropriate oversight be exercised. Ensure that all stages of establishing an internal branding system are carried out continuously and effectively through the managers and heads of federations. Also, the main components of this tool can be used by sports managers to develop internal branding.

Today, fierce competition between businesses in any industry shows the need to design appropriate business models, and the sports and fitness industry is no exception. The aim of this study was to design a process business pattern of women's fitness clubs. The research was exploratory and in terms of goal, it was a practical that was implemented with two qualitative strategies, meta-synthesis and thematic analysis. The statistical population of meta-synthesis was studies in the period 1990 to 2020. To thematic analysis, 11 sports business experts were selected for in-depth semi-structured interviews by snowball method. By analyzing the two-stage data, a large number of open codes were identified. Finally, 125 open codes, 54 sub-themes and 21 main themes appeared. The quality of the two-stage findings was confirmed by calculating the coding agreement coefficient. Emerging concepts were categorized in 7 scope including Product design; Pre-run; Definition of customers; Determining and supplying resources; Activation and implementation; Control and performance; and Technology support. Each scope referring to specific processes in the business pattern. In a linear logic, these processes are one behind the other, but in the above pattern, all processes are constantly reviewed over and over again so that the business can produce and offer its product in the best possible way. In general, the proposed process pattern is a dynamic model that has identified all the processes and conditions necessary for review, and understanding and implementing it can ensure the evolution of the business model of women's fitness clubs.

The purpose of this study was to investigate the effects of attractiveness, specialty and trustworthiness of sports celebrities on the desire to buy sports goods.

The method of doing this quasi-experimental study, in pre-test and post-test, is in a volunteer sample of 60 students of physical education students of Kermanshah Azad University. For this purpose, the volunteers were promoted through a social network of telegrams for one month under the influence of simulated advertising for a fake and unrealistic sports shoes brand by a well-known athlete. The data were collected using standard questionnaire of brand-product enthusiasm, Zichekovsky (1985), and a well-known person's questionnaire in Ohanian's (1990) advertisements. Then, using SPSS 23 and t-test methods, Cohen d and multiple regressions were analyzed.

The results of the participation evaluation of the research variables showed that attractiveness (β = 0.303, p <.001), trust (β = 0451, p <.001) and specialty (β = 216, p <. 001) have led to meaningful participation in the dependent variable, tend to be bought.

The experts of the sports industry of the country have special attention to the attractiveness, specialty and trust of the famous sports people and the use of mobile social networks to advertise sports goods

Industry experts in the field of sports advertising should pay particular attention to the use of advertisements from celebrities, the dimensions of attractiveness, the expertise and trust of these individuals and mobile social networks.

The process of sports coach education and development (SCED) is complex and dynamic. The purpose of this investigation was to develop a model for SCED framework. For this purpose, an emergent (emerging) grounded theory approach was used to explore what aspects and factors are important in SCED, and how the education, evaluation and development of sports coaching should be. Themes on SCED were derived by a qualitative study. Data collection was performed through semi-structured and in-depth interviews with experienced experts involved in coach education (N = 18 expert interviewees) who selected by using a purposeful sampling procedure. The transcripts of interviews were read and then coding was done. Synthesizing the main themes led to the development of a model, consisting important aspects of SCED. The most important elements of the model include: recruitment and admission; educational administration; the process of coaches’ development and promotion; long-term coach education; continuous feedback; trained advanced coach; as well as barriers. The model can be used in sports coach education and development and provide roadmaps for future research on sports coaching.

This study aimed to provide a measurement model to determine the purchasing decision styles of sportswear consumers. A descriptive- survey method was used. Data of 508 sportswear consumers in Tehran city were collected by a questionnaire developed by a qualitative study including 69 items to evaluate 19 purchasing decision styles. Data were analyzed by second order confirmatory factor analysis. The initial factor analysis model was tested. As the factor loading of some decision items and styles were not significant, the primary model was modified and retested.  The modified model confirmed by 16 styles and 56 items. Then, after composite reliability, convergent validity and discriminant validity, 15 styles and 53 items were confirmed in the model. These styles include convenient access, quality-oriented, enjoyment-oriented, price sensitivity (expensive-efficient), assurance seeking, diversity-oriented, respect-oriented, fashion-oriented, brand-oriented (brand loyalty and brand attention), sensuality, luxury-oriented, searcher, and effectiveness. In general, the results showed more variety and diversity of purchasing styles of sport consumers than consumers of other products.

AbstractOlympic Games from the very first day coming into being have not been just a sports event, but this international event has always been very significant from different economic, political and social aspects, and the NOCs endeavor to manage their sports delegations effectively. To this end and also in order to recognize the challenges of the Iranian Delegations participating in the Olympic Games, the current study has been taken into consideration.This study was conducted by using exploratory and qualitative methods of research. The samples for interviews were selected with targeted- theoretical approach while using the snowball sampling technique. The sample size for the interviews was determined when the researcher could achieve the theoretical saturation. Findings of this research - achieved through 12 qualitative interviews with the relevant Olympic and sports experts and pundits - demonstrates that sports delegations are facing with 60 challenges in different protocol, security, accommodation, transportation, technical, international, cultural, finance and media scopes, which require the optimal management of senior managers and experts to be resolved.

This study conducted to recognize the obstacles and directions of quality management implementation in Iran Sport Federations.

The method of research was mixed (qualitative & quantitative); in qualitative phase, the obstacles and direction have recognized through deep, solitary and semi structured interviews and content analysis of library studies, and in quantitative phase the  identified axis’s have priorised through paired comparison questionnaires and AHP. The participants in both phases were selected by targeted and snowball sampling among heads of federations, top national sport managers and experts of sport management and interviews have been done until reached to theoretical saturation.(17 Experts)

The result of open and axial coding of interviews and library studies, conducted to identifieng 59 abstacles that categorized therough Axial coding to 7 overall subjects;  Forthermore 63  efective solutions and intitutions also recognized and categorized in 7 overall subjects.

The main identified subjects of obstacles orderly were organizational culture, human resources and managers, processes and innovation, society and athletic environment, management and planning, rules and organizational structure, IT and corresponding directions was SRM development system and process development and training and culture making. Like most other quality management models, identifying the needs and expectations of costumers, had highest priority in this research.

In football industry, the sports managers should include meeting of demands and needs of spectators on their agenda. However, this study aimed to determine the needs of spectators in Iranian Football Premier League. For this purpose, Kansei engineering method, Kano model, and Taguchi method were used to collect data. First, the emotional needs (41 needs) of spectators were identified. Using Kano model, then, these emotional needs were included in a four-level questionnaire which was designed for spectators of Iranian Football Premier League; it was distributed among 400 individuals. In order to achieve optimal situation, 7 basic needs were considered in designing the experiments. These 7 needs were analyzed in a three-tier spectrum. The findings showed that Iranchr('39')s sports authorities, especially the Football Federation, may improve the satisfaction and attendance of spectators in stadiums if they improve the physical and security conditions of football stadiums and remove the existing obstacles including presence of women and presence with family in stadiums. The football clubs may also help achieve this goal by employing qualified and popular players and coaches.

Iran will become the oldest country in the foreseeable future according to Iranchr('39')s statistical center report. Improvement of physical activity level between elderly is one of the most effective factors in correcting peoplechr('39')s life style and helps in successful aging. Using the leading countries experience as appropriate pattern could consider as one of the backgrounds of macro planning for elderly physical activity developments. We tried in this survey to extract and conceptualize valuable points that are useful in area of aging crisis management for countrychr('39')s health and sports department future planning.

23 valid and strategic documents and documents of elderly physical activity development planning of successful countries and valid and relevant international organization analyzed Which were uploaded and published in a reputable database between 2001 and 2019; They were crawled by Google Scholar and Google search engines and were validated in reputable databases such as ISI and Scopus or uploaded to government and official websites. Using the qualitative method of content analysis and the network of themes by the method of Brown and Clark (2006) until the theoretical saturation was analyzed. Manually and researcher-centered the Key, organized and basic themes conceptualized during 4 coherent phases of analysis and search for themes for this purpose and finally, their thematic network was drawn.

The results of data codification during three phases and summarization of extracted key themes caused detection of 32 coherent themes and 5 basis themes including basic and structural components, software components, hardware components, social and cultural components and operational components, in addition to thematic network.

It is recommended that, countrychr('39')s health and sports department managers and authorities codify and perform useful strategic and operational plans for encountering to aging crisis and citizen successful aging by using this collection of extracted themes.

The aim of the present study was to investigate the effect of a sports celebrity’s brand image on loyalty of fans to products advertised by him/her and fans’ purchase intention toward products. For this purpose, standard questionnaires for athletes’ brand image(Arai Et al,2013), purchase intention(Diallo, 2012; Meyer,2010) and loyalty-to-brand of customers(Carroll & Ahuvia, 2006; Bennet & Rundle-Theile, 2002) were used. In order to determine the reliability of the tools, thirty questionnaires were accessed by fans experimentally through telegram and instagram social media. Obtained Cronbach's alpha coefficient and combined reliability. The size of sample was estimated to be 296 based on Cochran Formula and variance of infinite population. Descriptive statistics was used for categorization and summarization of raw data, and structural equations modeling was used among inferential statistics. The data were analyzed using SPSS and Amos 23. The results indicated that the most effect on the aspects of brand image were related to competing style in athletic performance aspect, to attractiveness in appearance attractiveness aspect, and to behavioral model in lifestyle aspect. Moreover, the most effect of aspects of brand image on loyalty and purchase intention was related to fashionable lifestyle. With respect to the results of the study, it can be asserted that the brand image of Hasan Yazdani in advertising of products results in loyalty of the fans toward the products and their purchase intention.

In recent decades, the sport organizations have recognized the importance of consumer behavior and therefore the attention to some variables that might be affective on behavioral intentions and satisfaction of customers, increasingly became more important. Using SEM, the study is to determine the causal relationship between spectators’ Team Identity with their satisfaction and behavioral intentions. To collect the data, these questionnaires were used after confirming their validity and reliability: team identity (Trail and James, 2001); behavioral intentions (Youshida and James, 2010) and overall satisfaction (Oliver, 1980). Statistical population were all spectators of Tabriz Tractor Sazi football team in Yadegar-e-Emam Stadium and regarding to Cochran formula for determining the samples number, 289 persons were participated and selected using un accidental and volunteer sampling. The research method was descriptive and for data analyzing the descriptive statistic, correlation tests and SEM were used. The findings of track analysis showed that team identity of spectators is of impact on their behavioral intentions and satisfaction of them (B=0/69, 0/45). Regarding to the findings, we can present strategies for reinforcing the team identity of spectators and because of mediating role of perceived quality, we can say that managers should focus on developing the quality of service in stadiums.

Identifying the current barriers on relationship path between Iranian Pro League clubs and the sponsor companies and organizations is nowadays of great importance. The aim of the present study was to identify and prioritize these barriers. The study is functional in its purpose and mixed exploratory (quantitative and qualitative) in its data collection method. The statistical population of the study included all marketing managers of public and private sponsor companies and organizations sponsoring Iranian Pro League clubs during 2011-2019, club managers, Iranian Football Federation, and experts of the field. Purposive sampling through snowball sampling was used as the sampling method for qualitative phase, and convenience sampling was used as the sampling method for quantitative phase in which pairwise comparison questionnaire taken from qualitative phase was distributed among fifteen participants from academic experts. Open and axial coding was used for analysis of data in qualitative phase and for identification of components of barriers, and Analytic Hierarchy Process (AHP) was used for prioritizing the components in quantitative phase. Based on the findings, 13 categories and 79 components regarding barriers of long-term communication between Iranian Pro League clubs and sponsor companies and organizations were identified, and economic, legal, and marketing indices and categories had the most rate of importance. Through identifying these barriers, football clubs and sponsor companies and organizations can act upon appropriate strategies to do their best in sponsorship, achieve their goals in sponsorship, and provide reciprocal benefit for both parties of the relationship.

Summary: 

The development and management of coach careers play an important role in the performance of athletes, and the development and success of the sports organizations. The purpose of this work was to provide a model to manage the career path of the Iranian sports coaches. Based on the proposed model, it can be stated that the role of the managers and sports organizations in the stability of the career path system of sports coaches is a must.

 Currently, coaching is at its most dynamic in history. The career development of coaches and the management of their career path can play an important role in the performance of athletes, and the development and success of the sports organizations. Despite being new, studies have been conducted, and models for frameworks in various fields have been proposed. However, these models do not comprehensively study the career management of sports coaches, and each one of them covers only one of these areas. Therefore, the present work was designed as a model to manage the career path of the sports coaches.

Methodology and Approach:

 This research work is of qualitative type, which uses the method of data theory (grounded theory) and the approach of Glaser (1992). Sampling was done by the snowball method. The data collection sources included the scientific resources and in-depth interviews (with 20 researchers, resource management specialists, humanities, sports coaches and managers, and elite athletes). The validity was checked and confirmed by the interviewees, and then by the expert professors. 85% of the results obtained were obtained by calculating the reliability of the process retest. Data analysis was performed in the three stages of open, axial, and selective coding.

In order to promote and advance the goals of sports organizations, the role of managers and the organization in the stability and stability of the career path system of sports coaches is essential, and can be used to develop and enhance the sports coaches and the managers' capabilities in increasing the organizational productivity. Therefore, the model was designed in order to develop the capabilities of coaches and their careers and related developments. The results of open and selective codes identified 119 concepts and 28 main categories. At the level of selective coding, four main categories were explained: strategic, managerial, knowledge, operational; and at each level, the task divisions were explained.

The purpose of this study was to investigate the effectiveness of advertising by celebrities in promoting the brand equity of sport goods. The research method was quasi-experimental, pre-test and post-test, in a sample of 60 physical education students of Kermanshah Azad University. For this, volunteers have been exposed to simulations for a brand-of-the-art sport of athletic and unethical sports by a celebrity of selective sports through a social network of telegrams on smartphones for one month. Data were gathered by Brendaker's (1991) standard value questionnaire and then analyzed using SPSS23 software, dependent correlation statistical methods and Cook test. The results showed that the effect of advertising on the celebrity was significant and positive in all dimensions of brand equity, and ads made 0.87% in brand awareness, 0.91% in brand equity, 0.86% in brand quality understanding, and 0.86 percent had an impact on self-confidence. Therefore, it is strongly recommended that marketers and enthusiasts of the country's sports advertising industry pay special attention to the popularity of the athlete of the country as one of the most effective strategies in raising brand equity and gaining competitive advantage. It also makes use of social networking and mobile phone smartphone users as one of the most effective and low-cost communication tools for communication with audiences and promotion of their sporting goods. Keywords: brand value, ads, celebrity characters, Sports goods

The general purpose of the study was to analyze the state of affairs and the effects of risk in the Volleyball World Volleyball Championships using the FMEA model.

The research method was descriptive using mix method. For data gathering, exploring, prioritizing and classifying the risks, we made a researcher-made questionnaire (24 q) after the acritical studies and semi-structural interviews, that expert certified its content validity. Also for weighting the three main factors of FMEA: Occurrence, Effects and Detect probability, AHP was used, and Inconsistency rate was 0/00864. The statistical population was Experts of risk management and Executive managers of VWL; 22 participants.

Analyzing hierarchical analysis showed that the intensity of impact index with the weight of 0.636 was the most important component of the three factors of the model (FMEA) and finally, each of the risks based on the amount (RPN), from the highest to the lowest The most amount they achieved was prioritization, and for every risk they were given.

According to the results of the research, the most important identified risk is "population entry more than salon capacity". To this end, it is recommended that the volleyball federation, based on expert advice, including (ticket sales based on the capacity of the hall / barring people without tickets / supervising the work of ticket vendors / using trained police forces to prevent crowds Of possible capacity) to control the most important identification risk.