How the competencies of marketing managers turn into performance? (Case Study: Football Premier League clubs

provide a model to turn marketing managers' competencies into performance in Iranian Premier League clubs.

This research is a kind of exploratory research that has been done qualitatively. The research environment includes managers of Premier League football clubs and expert professors of universities (the elites of the subject) and the participants in the research were selected using theoretical and snowball methods. In order to collect data, 17 in-depth interviews were conducted with open questions until theoretical saturation was reached. Then the resulting data were analyzed with Grounded Theory and Glaser's approach.

The codes obtained from the interviews were 667 codes, which after summarization were converted into 162 codes and then into 40 axial codes. Then, axial codes were classified into 4 groups of sport marketing managers' competencies including basic, intelligence, professional, and operational competencies, and 4 Conversion factors including individual, intra-organizational, upstream and macro environmental transformation factors were placed, then the conceptual model was designed and confirmed based on the research literature and elite opinions.

The proposed model can be used as a tool to identify the competencies of sports marketing managers of football clubs and the factors that turn these competencies into performance. Also, excellent marketing performance for clubs will lead to revenue and financial independence of the club and solve existing problems in a logical and principled way.