جستجوی مقالات مرتبط با کلیدواژه « بازاریابی ورزشی » در نشریات گروه « تربیت بدنی »

The purpose of this study was to investigate the impact of digital marketing mix on the behavioral tendencies of customers in sports stores in Markazi province with the mediating role of customer relationship quality.

The research method is applied in terms of purpose and descriptive-correlational in terms of data collection. Structural equation modeling was used to examine the relationships of variables. The statistical population of the study included customers of sports stores in Markazi province and 443 customers were selected as a statistical sample by purposive and available sampling. Data collection tools included a researcher-made digital marketing mix questionnaire; a standard customer relationship quality adapted questionnaire by Niadzaio and Khajehzadeh (2016), and a Behavioral Tendency Questionnaire by Lin (2006) and Kim & Lee (2008). The validity of the questionnaires was confirmed by experts, and the construct validity was confirmed using factor analysis. Also, their reliability was confirmed with Cronbach's alpha coefficient of 0.88, 0.96, and 0.95. Data analysis was performed using descriptive and inferential statistics and structural equation modeling using SPSS and LISREL software.

The results showed that the digital marketing mix has a significant effect on behavioral tendencies and customer relationship quality of sports stores in Markazi province; Also, the digital marketing mix with the mediating role of customer relationship quality was influential on the behavioral tendencies of customers in sports stores in Markazi province.

As a result, it can be said that store and business owners, can use the positive effects of digital marketing mixed to improve the behavioral tendencies of customers, along with using the advantages of the customer relationship quality to increase the competitiveness of their business.

The book, as the first mass media, is always the focus and emphasis of the people of science and knowledge. Book review examines the contents expressed by the author in the book as closely as possible. The book is five thousand years old. The first books were in the form of clay tablets, but with the passage of time, due to human access to new facilities and the change of human need for communication and information, the form of books evolved. One of the valid definitions given for the book is related to the UNESCO organization: a book is a type of bound printed work that has more than 49 pages and is not published periodically under a fixed title like publications (Encyclopaedia of publishing and books). Many articles, including a review of the book "Basics of Sports Management" by Dr. Mehr Ali Hemti-Najad and Dr. Behnam Asheghi, a review of the book "The Practical Skills of Sports Management" by Dr. Leila Izadprast and Sara Haji Anzhani, and a review of the book "Management Information Systems". In Sports by Mahbobeh Jafarzadeh Zarandi and Mohammad Ebrahim Razaghi are available for book review. Information analysis Qualitative content analysis and multiple readings of the work were also used. The method (critical philosophical exploration) was used to examine the issue. Critical philosophical exploration means the rule of critical philosophical reflection on action (Hagerson) and the search for logical basis, reasoning methods, guiding values, or norms governing educational thoughts and practices. The steps of this method include the methodological and ontological assumptions of traditional traditional research, comparing multiple research centers to pay attention to the subject matter, and to determine the most integrated, and the most sophisticated paradigm. to the position Meanings that can be obtained from inside or outside, of course, this step of educational criticism requires considering criteria for criticism, criteria that can be formulated based on a historical context, various scientific theories, etc. Evaluation also includes commenting on the merit and value of the whole situation or In this article, the stages of critical philosophical exploration were combined with the stages of educational criticism and the general format of criticism including three stages: a: description and description of the book, b: interpretation of the book, c: evaluation and determination of the effectiveness of the book. The purpose of this research is to review the sports marketing management book. Due to the fact that this book has not been reviewed so far and also the importance of this book as an academic resource for students, it was decided to select this book for review. There is good quality printing and binding. The advantages of the content included having the appropriateness of the content with the objectives of the intended lesson, covering many approved topics, matching the book with the academic level of the students, the appropriate use of various scientific tools and responding to the scientific and practical needs of the society. Among the shortcomings and disadvantages of the book under review, it can be noted that some words are not written in the same hand, typographical errors. And he pointed out the inappropriateness of the image of the cover with the title. Also, some concepts are not well explained and detailed explanations are not provided by the authors. In general, it can be said that the work under review is one of the best translated books in the field of sports marketing management. As the most important educational material, the textbook occupies a large part of the teaching time and is the main focus of teaching and learning activities in the educational process. The appropriate quality of this educational media can play an effective role in the learning of students and the realization of educational goals. One of the textbooks related to the field of sports science and the field of sports management and the trend of sports marketing, with the title (Sports Marketing Management) is written in 19 chapters. It is by Sara Keshgar and his colleagues, which was published and launched in 2011 by Alam Vahrakat Publications. In general, the book (Sports Marketing Management) is one of the best books in the field of marketing, based on this, we will evaluate the book descriptively and analytically in three dimensions. We have addressed formal, content and structural aspects, so that by pointing out the strengths and weaknesses of the mentioned book, we can help its authors in editing the reprint of the book, and other writers interested in this field can get ideas from this research. Examining formal, structural aspects and the content of the work according to the criteria of interpretation of educational books is stated as follows: From the formal aspect, according to the reviews carried out according to the standard criteria, the present book is in a favorable condition. In the comparison that was made between the sports marketing management book and other books in this field, in terms of form, structure and content, it was lacking in some cases and overall it had advantages over the compared books. Existing and similar books, external dimensions such as binding, binding had the necessary capabilities like other compared books. But in terms of matching the title of the book with the picture on the cover, unfortunately, there is no good match and the picture on the cover is centered on athletics, which has nothing to do with the subject of the book. The book has a more fluent text and in terms of other content dimensions, such as the comprehensiveness of the content, the appropriateness of the volume of the chapters, the matching of the title of the chapters and the content in each chapter, the matching of the images with the content and other content dimensions, it has a favorable condition. Structurally, compared to the management book Compared to other books, sports marketing has a unique structure, in which all these structural features can be seen in very few books, because by using questions, activities, and personality self-assessment tests, and management self-tests, the reader is guided step by step. It helps in learning new concepts. But not having a dictionary is considered a weakness for it.

The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.

The purpose of this study was to present a model for the development of football and futsal in East Azerbaijan province. This research in terms of purpose was applied, in terms of strategy was qualitative and in terms of implementation was content analysis. Participants in the study were experts in the field of sports, especially football, and university professors. Purposeful sampling was performed and the total number of participants was 16. Semi-structured interviews were used to collect data. After the finalization of the codings, 25 concepts over seven main themes were extracted including contingent factors (football as the most popular sport, football is a pervasive and global phenomenon, increasing the active presence of women in football, paying attention to Azerbaijanis' interest in football, society's tendency to football as a recreational sport, the existence of a young talented sport), interactions (cultural development of football, fan loyalty to the club, attracting spectators from playing with famous teams), development genres (modeling of successful countries in football, development of professional clubs, awards Name of football clubs), development stages (creation of local soccer associations, training of football experts, training of specialized human resources), development obstacles (lack of specific football equipment, lack of codified and continuous planning, Lack of academic football coaches and specialists, lack of scientific methods in talent identification, poor management in marketing), values (sport is a factor for health and vitality, cultural activities) and resources (existence of basic football equipment, resources from attracting sponsors, appropriate financial facilities). Based on the findings of the present study, for the development of these sports in East Azarbaijan province, football and futsal managers, while paying attention to the contingent factors, need to formulate development plans in the fields of development resources, development stages, development genres, Interactions, barriers to development and values.

Social media marketing involves an effort that social media use it in order to convince consumers for use the valuable products and/ or services. The research is to identify the effective factors on development of sport marketing capability through social Medias. The research method was correlation and practical purposely. The statistical population was 200 people, including faculty members of the country’s universities (51) and sport managers (34) and experts (74) and members of the board of directors of sports federations and experts (9) and people aware about sports marketing affairs and discussions (32). The sampling method is non-random and targeted accessible. Researcher while reviewing sports marketing books and scientific articles in the field of sport industry and sport marketing and social media prepared a researcher questionnaire. The questionnaire factors were extracted from the article of Alaa Allah, Nripendra etal. (2017). The validity was confirmed by ten sport management professors. The reliability was calculated by Cronbach’s alpha test. The statistical method was used in structural equations modeling research (SEM) and confirmatory factor analysis (CFA). The findings showed that advertising (T=10/546) agents, electronic word of mouth (e-WOM) (T=9/523), customer relationship management (T=9/313) and brand (T=10/372) and customer behavior and anticipation (T=9/678) in sports marketing through social media are of a positive and significant impact on the development of sports marketing capability. It seems sport organization and federations need to talk about self-sufficiency and more monetizing in order to development of their marketing capability by new technology.

The Present Study has Disburse to Determine the Factors Affecting Attendance of Iranian Spectator in Volleyball World League and its Relationship to their Purchase Behaviors. This Study was a Correlation Research and in form of Field Study. To Collect Data Standardized Questionnaires Factors Affecting Attendance’s Alimohammadi (1390) and Purchase Behavior’s Kim (2008) between Samples (n=372) were Collected and Distributed. The Opinions of Professors and Experts in the field of Sport Management Was Used to Ensure Renewed of Validity of Questions and Items that Used to Measurement the Implications of the Study. The Reliability of the Instrument Was Approved by Using Cronbach's alpha Coefficient in order for the Questionnaires Factors Affecting Attendance and Purchase Behavior Was 0/85 and 0/70. The Results Showed that Vicarious Achievement, Information and Attraction and Excitement were the most Important in Factors Affecting Attendance Spectator and in front of the Facilities, Attending and Support, Scheduling and Inform were the least Important. Results also Showed that the Attending and Support (t=4.44 and β=0.243), Operation (t=2.102 and β=0/117) and Excitement (t=2.43 and β=0/136) has a significant causal relationship with the Purchase Behavior. Considering to the Findings of Research on the Factors Affecting Attendance Spectator could be Provide Guidelines for the Management of the Federation in Attractant Spectators.

Undoubtedly, the increase in brand attractiveness in the sports industry is influenced by various factors, which ultimately include unique characteristics for the brand. In order to create attractive brands, a new concept has been introduced in the sources and research background, which is called brand coolness; Considering the importance of brand attractiveness in the success of marketing efforts in the field of sports, the present research was conducted with the aim of designing a model of brand coolness in the sports industry of Iran. The research is practical in terms of purpose and mixed in terms of data collection. In the qualitative part, which was carried out using Glazeri's approach, the statistical community of the research was made up of prominent professors of the country in the field of sports marketing, as well as active sports managers in the field of branding, who were selected by purposeful sampling. 15 in-depth and semi-structured interviews were conducted and the data obtained from the interviews were analyzed in three stages of open, selective and theoretical coding, which finally resulted in 53 concepts, 11 sub-categories and 4 main categories respectively. Finally, second-order factor analysis was used to confirm the categories identified in the qualitative section. Based on the results, environmental factors including factors related to consumers and cultural factors; organizational factors including marketing strategy, human resources and macro-organizational policies; Factors related to the product including creativity and quality; And factors related to the brand including emotional connection, cultural value connection, creativity and credibility were introduced. In order to produce cool sports brands, it is necessary for sports marketing experts to familiarize themselves with this concept and consider the coolness components of the brand in the country's sports industry, to provide specialized consulting services for the providers of sports products and services, which can It should be done through the policy of the sports organizations of the country.

The present research was conducted with the aim of identifying the obstacles to the presence of Iranian female athletes in sports advertisements. The current research was a qualitative-quantitative type of research. The statistical population of this research included elite female athletes, 17 of them collaborated with the researcher and formed the Delphi panel of the research. In this research, the Fuzzy Delphi method was used to identify the obstacles to the presence of Iranian female athletes in sports advertisements. According to the Delphi panel, the following factors were identified as valid barriers to the presence of Iranian female athletes in sports advertisements: inequality in the media coverage of women's sports, incompatibility with some products, traditional attitudes towards women, the male-dominated cultural structure of the country's sports, Lack of self-awareness in female athletes, religious prejudices, limited coverage of women in advertisements, greater popularity of male athletes. Fuzzy hierarchical decision-making method (FAHP) was used in order to prioritize the effective factors on co-branding. According to the obtained results, religious prejudices are the most important obstacle to the presence of Iranian sportswomen in sports advertising as a validator, followed by the male-dominated cultural structure of the country's sports, the traditional attitude towards women, and inequality in the media coverage of women's sports. They are in the second to fourth ranks. Therefore, it can be concluded from the results that female heroes can work in marketing and introducing brands, and this work is only possible by changing the biased and traditional view of women.

E-sports is an emerging but very powerful, important and effective phenomenon in the market, behavior and even the culture of the young generation of our country. By focusing on the motivational and behavioral patterns of electronic sports consumption, a relatively new aspect of electronic sports can be investigated to determine whether the consumption of electronic sports is an independent market or can affect the non-electronic sports market. be According to the existing theoretical foundations about the behavioral indicators of sports consumers, we find that seven indicators "1-Participation in the game (players) 2-Presence in the game (organizing and executive factors) 3-Watching sports 4-Sports readers 5-Listeners Sports 6-using the internet for sports and 7-buying team goods" are the most important indicators in this regard (Chen & etal., 2018; Solomon & etal., 2017). In examining this relatively new phenomenon, an important question that arises is whether there is a relationship between the consumption of electronic sports and the consumption of non-electronic sports? If marketers know the motivational and behavioral factors of electronic sports consumers, they can create a link to attract potential customers from the large population of these players for their sports products. Therefore, this research seeks to answer the question, what are the motivational and behavioral indicators of the consumption of sports goods in Iranian e-sports players? Considering the important role of electronic sports in sports marketing in the era of digital communication, this study was conducted with the aim of identifying the motivations and behavior of sports goods consumption among electronic sports players in Iran. The statistical population of the research was made up of electronic sports players in Iran. Sampling was done targeting the population over 18 years old. The sampling of electronic sports users was done from the Instagram pages of the National Electronic Sports Association of Iran, the Electronic Sports League of Iran, and also visiting the available electronic game clubs in the cities of Tehran and Ahvaz. To sample electronic sports clubs from searching on the Google map to access 4 and 5 star items from the point of view. Since the questionnaire of this research was designed and prepared electronically on the Google Form page, it was quickly and easily available to the samples. To create a research questionnaire from the survey instrument of the study of Lee & etal. (2010) was adapted and also included scales from Kim & Ross (2006) and Sherry & etal. (2006) was. Lee & etal. (2010) introduced new items that represent 14 motivations for e-sports consumption, which are; Social interaction, fantasy, similarity to sport, deviance, competition, entertainment, sport application, arousal, design/graphics, game time, control, skill similar to real sports, permanence and peer pressure. Also, seven items were added to measure the consumption of non-electronic sports by electronic sports players, which are; Participating in sports, watching televised sports, purchasing team merchandise, using the Internet for sports, using sports print media, listening to sports radio, and attending sports games. In the study of Lee & etal. (2010), the reliability of the scale with Cronbach's alpha was reported as 0.87 in an American sample. From the selected sample in this research (n=600), 561 electronic answer sheets were collected at first, after removing incomplete items, 512 fields were considered acceptable and their data were used in the analysis of findings and results. In the present study, before collecting the main data, the reliability and validity of the instrument were tested and in the initial distribution of 100 copies, the reliability was calculated with Cronbach's alpha of 0.79.Sampling was done targeting the population over 18 years old. The sampling of electronic sports users was done from the Instagram pages of the National Electronic Sports Association of Iran, the Electronic Sports League of Iran, and also visiting the available electronic game clubs in the cities of Tehran and Ahvaz. To sample electronic sports clubs, Google map search was used to access 4 and 5 star items from the customers' point of view. Since the questionnaire of this research was designed and prepared electronically on the Google Form page, it was quickly and easily provided to the samples. To create a research questionnaire from the survey instrument of the study of Lee & etal. (2010) was adapted and also included scales from Kim & Ross (2006) and Sherry & etal. (2006) was. Lee & etal. (2010) introduced new items that represent 14 motivations for e-sports consumption, which are; Social interaction, fantasy, similarity to sport, deviance, competition, entertainment, sport application, arousal, design/graphics, game time, control, skill similar to real sports, permanence and peer pressure. Also, seven items were added to measure the consumption of non-electronic sports by electronic sports players, which are; Participating in sports, watching televised sports, purchasing team merchandise, using the Internet for sports, using sports print media, listening to sports radio, and attending sports games. In the study of Lee & etal. (2010), the reliability of the scale with Cronbach's alpha was reported as 0.87 in an American sample. From the selected sample in this research (n=600), 561 electronic answer sheets were collected at first, after removing incomplete items, 512 fields were considered acceptable and their data were used in the analysis of findings and results. In the present study, before collecting the main data, the reliability and validity of the instrument were tested and in the initial distribution of 100 copies, the reliability was calculated with Breyer's Cronbach's alpha of 0.79. The findings showed that 86.3% of the research participants were male and 13.7% of them were female. Most of the respondents were between 18 and 32 years old (79.32%). The average age of the research participants was 25.32 years. A set of 14 main motivations was identified. In the main set, entertainment had the highest mean (5.03) while knowledge had the lowest mean (3.35). The correlation between fourteen known motivations varied between 0.08 and 0.70. The correlation between the consumption of electronic sports and seven motivational indicators of non-electronic sports in research participants varied between -0.04 (radio sports) and 0.29 (internet sports). Among the seven correlations examined, five were statistically significant. Based on these findings, five Venn diagrams were drawn to show the overlap between the consumption of e-sports and selective participation in non-e-sports in research participants. Multiple regression analysis showed that, at the univariate level, entertainment, identification with sports, peer pressure, competition, and building skills for real sports had a statistically significant effect on the time spent in electronic sports games. All selected factors explained a total of 11.13% of the measurement variance.The findings showed that accompanying sports, participating in sports, sports television, Internet for sports and buying sports goods had a significant relationship with the consumption of electronic games, but the consumption of sports press and sports radio had no significant relationship with electronic sports. The results of multiple regression showed that the motivation to create fun, identification with sports, competition, acquiring skills similar to sports and peer pressure had a statistically significant effect on the time spent in electronic sports games. According to these results, marketers can provide a better opportunity for the sports products market by creating custom messages that drive the consumption behaviors of the target audience towards specific electronic sports games and achieve their strategic goals for increasing purchases and larger shares.

The purpose of this study was to qualitatively study the positive consequences of using sports marketing in Iranian Premier League clubs.The research method is exploratory and has a qualitative nature that used the grounded theory technique. The research population included professors of sports management, CEOs and marketers of Iranian Premier League football clubs, members of the marketing committee of the Football Federation. Targeted method and snowball technique were used for sampling. Open-ended interviews were used to collect data. Data were analyzed from 17 interviews. Three interviews were coded as a sample and finally the reliability of 85% was obtained. The results showed that in the open coding process, a total of 120 non-duplicate initial codes were generated. Codes based on thematic similarity were divided into 12 central codes and finally 4 selected codes. These codes were: fundamental consequences including football, legal-legal and behavioral-moral; Structural consequences including club, technological-advertising and human resources; Environmental consequences include social, cultural and fans-customers and finally economic consequences including income-investment, entrepreneurship-employment and economic growth. According to the results of the present study and presenting the positive consequences of using sports marketing, it is necessary that the managers and officials of the federation, league organization take the necessary action to employ and implement sports marketing management to be able to benefit from its positive consequences.

The purpose of this study was to test the marketing mix model for sport clubs participating in the professional volleyball leagues. For this purpose, a descriptive-correlational design (structural equation modeling) was used. Initially, based on the seven-factor marketing mix (i.e., product, price, place, promotion, people, physical evidence and process), 75 items were determined for the marketing mix, and after examining its content validity, 405 actors of volleyball and sports marketing (specialists, managers and experts, athletes and coaches, consumers) were selected using the cluster random sampling method, and then they were asked to determine the importance of the items in a 69-item questionnaire. The data were analyzed using the partial least squares method and the third version of SmartPLS software at 95% confidence level. The results showed that after deleting four items, the measurement model of the marketing mix, with seven factors and 65 items, has an acceptable fit, good validity and reliability, and desirable predictive power. Based on the loadings of the mixed elements items, the marketing activities of sports clubs should focus on professional league games (as the main product), dynamic pricing, online ticket sales, holding events at standard volleyball facilities, media coverage through television, indorsement of outstanding celebrities, online advertising on social media, employment of specialized workforce (outsourcing of the services), adequacy of the security forces during the event and appropriate and accurate timing of event-related activities. The findings of the present study can be used to properly manage the marketing mix in volleyball clubs.

Scientific advances have affected all fields. The sports industry has to use new marketing methods to stay ahead of other industries. Therefore, this study was conducted to develop an e-marketing model in sports. The research method is descriptive-correlational and survey. The statistical population of the study included all managers, professors and experts familiar with e-commerce and sports marketing with at least 3 years of experimental or study experience of about 5,000 people. 384 people were selected as a sample by relative random sampling. A researcher-made questionnaire was used to collect information after confirming face validity, content validity, construct validity and reliability. After collecting the data, the data were analyzed using statistical software. Also, among the factors affecting Internet marketing in the company of development and maintenance of sports venues, the highest factor was related to legal and managerial factors. It can be said that not using new methods in sports marketing, especially Internet-based methods, will reduce the efficiency and productivity of sports companies and take away their competitive power.

The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and needs for consumers of sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving as fans and consumers of sporting events follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is to study and review sites and social networks as well as translate different articles in this field in several frameworks and ideas, especially the model of sports ecosystem, event marketing, star marketing and the differences between Based on research results, a framework for developing a social media strategy has been proposed that can be used to assess the current state of a sports organization as well as facilitate the development of a social media strategy. Gives maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the club or federation website.

The purpose of this study was to identify barriers to sports marketing and provide a solution for revenue generation in the AJA Physical Education Organization. For this purpose, a qualitative research method with a phenomenological approach was used. Then, ten qualitative interviews were conducted with ten experienced, experienced and sports managers of the Armed Forces with a deep, open and semi-structured approach. Open and axial coding method and hierarchical analysis method were used to analyze the findings. The results of data analysis showed that the most important barriers to sports marketing of AJA Physical Education Organization include four themes: legal barriers, environmental barriers, security barriers and managerial and organizational barriers. Also, 15 sub-themes and 62 items under the themes of army sports marketing barriers were identified. Finally, according to the theoretical background of the research and the knowledge of the researcher, the results were discussed and at the end, appropriate solutions arising from the research to develop income generation in the AJA Physical Education Organization were presented. In fact, in order to develop the revenues of the AJA Physical Education Organization, it is necessary to remove the identified obstacles and try to implement the proposed solutions.

In order to create a policy and achieve organizational goals, sports organizations need to create a model to use and strengthen the components that affect the success of the organization, which are published from internal and external factors of the organization. The purpose of this study is to design a success model for the Karate Federation based on the budget sports marketing model.

For data analysis and data collection of mixed type (qualitative and quantitative) budget and using the interview method, a questionnaire is created and coding is opened. In the qualitative part to design a researcher-made questionnaire by a sports scientist and the officials of the directing federation by snowball method with a statistical population of 12 people, the sample is also selected and in a small part by athletes, coaches and employees of the federation and karate boards with a community of 120 92 people were selected by Morgan test. After conducting the interview and identifying the key factors from the experts' point of view, the researcher-made questionnaire has been made. Use was distributed among athletes, coaches and employees of the Karate Federation.

Marketing components 67.4%, advertising and revenue factors 62.1%, information technology 46.7%, competition results in training courses and courses 55.9%, federation management factors 75.8% and 88.5% success in federation performance change the situation. Be. Also, the federation's investment in setting up sports venues and the profitability of renting or mortgaging this, however, has the highest rate (4.74) among the variables related to the budget.

Success in sports federation with sports trade is getting closer to economic and marketing issues day by day, and the prerequisite for development and success in sports is to create marketing fields at the level of sports organizations, which is why marketing development is suggested according to the research results. In the long-term planning of the federation, the pursuit of television broadcasting rights, continuation of international competitions, promotion of karate sports tourism, investment in the construction of gyms and sports equipment and improvement of information in the federation are done to facilitate the future success of the federation.

Swimming pools during the Corona lost many of their customers, and the process of returning these customers in the post-Corona period requires an executive and operational model based on sports marketing. The present article aims to provide a marketing model of water pools in the post-corona era. This article is from the perspective of the purpose of a fundamental research that has been done by a mixed research method based on deductive, inductive reasoning. The statistical population of this research includes theoretical experts (professors of marketing management) and experimental experts (managers of swimming pools). Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are interviews and questionnaires. For the analysis of specialized interviews, the prospective research method has been used. The identified indicators have also been validated by fuzzy Delphi method. Finally, the final model of the research is presented with a structural, interpretive method. Research data analysis was performed in the qualitative phase with ATLAS TI software and in the quantitative phase with Matlab software. According to the research results, economic, legal, political, subsidies, construction and rental, environmental, health as effective variables, location, social, personnel, shower and locker room as autonomous variables, cultural drivers, special services, competitors, ticket prices, services Planning as influential variables and drivers of heroism, strategy, physical services, direct advertising, children, the elderly, the Young customers also resulted in influential variables.

The purpose of this study was to identify the factors affecting the implementation of sports marketing in the clubs of the Iranian Premier League with the exploratory blend approach. The statistical population of the study consisted of sports management professors, managers and marketers of football clubs, members of the football federation marketing committee and students of sport management doctors. Structural equation modeling was used to analyze the data in a quantity section. To collect data in a quantity section were used theoretical sampling and in-depth interview with the elite by 17 people. In the quantitative part, 244 questionnaires were collected and analyzed by a questionnaire drawn from the qualitative section and its distribution among the research samples. The face and content validity of the questionnaire of 49 questionnaires was confirmed by the views of the professors as well as the convergent and divergent validity and the reliability of the questionnaire using Cronbach's alpha and combined reliability. A total of 381 primary codes were obtained. These codes are categorized into 14 groups of codiminders and 3 groups of selected including individual factors, organizational factors, and outsourcing factors. The path coefficient between sport marketing implementation and individual, organizational and external factors was 0.476, 0.445 and 0.336, respectively. According to the value of index (GOF=0.282) in the study of general fitness, the model of measurement has a good quality.The results of this study can be used by Iranian Football League clubs to plan for implementation. Favorable marketing leads.

The importance of womens sports and the development of their participations in national and international events, attention to sports marketing as the most important tools in attracting sponsors seems necessary. The purpose of this study was to identify barriers to professional sport marketing in Iranian women athletes. The applied research was carried out using qualitative method based on Grounded theory. Semi-structured interview was used to collect the data. The statistical population of the study consisted of sport’s managers and sport’s experts in Iran. Sample size in this approach during research is determined in which 14 interviews were conducted. For the three steps of encoding and analyzing the data, Max Q da Pro 12.3 software was used. 100 open cods and 11 axial codes were identified. At the end, 6 categories of barriers were named; social- cultural barriers, governmental thought, Legal-law and customary barriers, Administrative and organizational barriers, media and the weakness in the marketing system leads to sport. The finding suggested that it is necessary to use modern marketing strategies in sport federations that are appropriate to Iranian womens professional sport environment.

The aim of this study was to investigate the effect of using electronic marketing on the performance of sports businesses in the Revolution Sports Complex. The present research is applied in terms of purpose and descriptive in terms of method. The statistical population of this research is the customers of Enghelab Club with 1000 people who have a membership card of this club and use the services of this collection continuously. Using Cochran's formula, 287 people were selected as the sample. In this research, a researcher-made questionnaire with 28 items was used, which was compiled based on a five-point Likert scale. Content validity method was used to check the validity of the questionnaire. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire. Also, the obtained data were analyzed using SPSS and Smart PLS statistical software. The results of the analysis showed that online shopping has a positive and significant effect on the performance of Revolution Sports Complex services. Electronic advertising has a positive and significant effect on the performance of Revolution Sports Complex services. Social media communication has a positive and significant effect on the performance of Revolution Sports Complex services. News agency websites have a positive and significant effect on the performance of Revolution Sports Complex services. Online and offline channels (TV, radio, etc.) have a positive and significant effect on the performance of Revolution Sports Complex services. Multimedia strategies and technology have a positive and significant effect on the performance of Revolution Sports Complex services.

The rapid evolution in technology and its impact on the growth of the complexity of business environments creates opportunities and challenges from a marketing perspective and deserves attention and research. Therefore, the purpose of this study is Designing the model of internet marketing mix for sports industry of ir Iran.

The research method is descriptive and is practical in terms of purpose. The statistical population of this study included 120 faculty members of sports management from universities across the country, experts in the field of marketing and knowledge of sports marketing. The sampling method is non-random and targeted accessible. Its validity was confirmed by ten sport management professors. Reliability was calculated by Cronbach’s alpha test. In this research, descriptive and inferential statistics methods were used to analyze the informations .Also the Partial Least Squares, (PLS) has been used to check the research hypotheses.

The results showed that the elements of Internet marketing mix include: brand, communication, data collection, price, customer service, product, personalization, promotion and distribution have an high correlation with the development of internet marketing mix in the sports industry. Also the path coefficients have been achieved completely above 0.5 and show that these variables are get involved in the development of the internet marketing mix.

Therefore, it is suggested that the components identified in the present study be considered by the managers of sports organizations