نشریه مطالعات بازاریابی ورزشی
سال چهارم شماره 3 (پیاپی 15، پاییز 1402)

The recommendations and solutions provided by researchers in critical situations such as the spread of the corona virus lead us to a solution for holding sports events under special conditions in order to prevent the spread of such diseases while creating opportunities for people to participate in sports events and activities. In case of coronavirus outbreak, Offline events have shifted the public's focus from In-person and live streaming events to the web and cyberspace and it seems that in such a situation, the media and social networks and offline activities can break the spell of stillness and silence in the field of sports and open an opening to the attractive and popular world of sports. However, with many people unable to participate in their normal activities, it is important to take advantage of opportunities for physical activity and exercise in the midst of this global crisis. Therefore, the aim of this study was to investigate the factors affecting participation in offline sport events during coronavirus pandemic. The research method is descriptive and survey type and applied in terms of purpose. The statistical population included all participants in the offline national competitions of the three sports of sumo, petanque and o-sport in 2021, in which 300 participants voluntarily completed the researcher-made questionary. The reliability of the research tool was reported using Cronbach's alpha method of 0.92. SPSS version 24 software was used for data analysis. Finally, by using structural equation modeling based on the partial least squares approach with SmartPLS software, the research hypotheses and causal model testing of the identified variables were investigated. Findings showed that the research model has a good fit and can be used to examine the factors affecting individual participation. The effect of factors of involvement, satisfaction and attitude of individuals on their participation in offline sports events was significant. Findings also showed that the factors of event characteristics, involvement and satisfaction increase the likelihood of developing a positive attitude towards participation in these events. Attitudes, satisfaction and involvement factors in an offline sports event, can also be intermediaries between the characteristics of the event and participation in it. Finding new ways for individuals and society to participate in sports is considered a unique opportunity. Holding offline sports events can be a creative solution to reduce the negative effects of crises such as the Corona pandemic and fill the void of activities and holding sports events, because it eliminates direct and close contact between people and also reduces trips and commuting. Many researches in line with the present research consider the level of involvement, attitude and satisfaction of people to be effective in increasing their sports participation. For example, Mason (2005) refers to the attitude factor, Alexandris et al (2007) and Funk et al (2004) to the conflict factor and Noori Khanyourdi et al (2023) and Yusuf et al (2019), Soheily et al (2018) to the satisfaction factor. Since these factors play an important and influential role in their participation in offline sports events, it is necessary to examine the factors that affect these variables. It is suggested that managers and sports professionals do their best and in different ways, such as raising the quality of events, increase the necessary grounds for the satisfaction of people to participate more in such events in conditions such as the Corona crisis. The findings of the current research showed that the factors of attitude, satisfaction and involvement in an offline sports event can also be a mediator between the characteristics of the event and participation in it. The findings of this research are in line with the results of the research of Soheily et al (2018) on the mediating role of satisfaction and show that the characteristics of the event affect satisfaction and satisfaction has a significant effect on people's participation in offline sports events in this critical condition. The findings of this research are also aligned with the results of ALexandris et al (2007) and show that the involvement of people in an offline event can be a mediator between the characteristics of that event and participation in it. Also, the results of the research in line with the results of the research of Yusuf et al (2019) show that the characteristics of the event can affect the attitude towards the event, which is an effective motivational factor for attending a sports event. According to the findings of the research, evaluating the participants' perceptions is one of the useful methods that can be considered to increase their participation. In order to reduce the negative effects of the spread of the corona virus on the sports industry, sports institutions should update their communication with their fans and supporters and take the best and most advantage of virtual solutions such as online networks and official websites (Heydari et al, 2021). The findings of this research showed that the level of satisfaction, the level of involvement, the attitude towards the event and the characteristics of the event can be effective on people's intention to participate in offline sports events. Therefore, it is suggested that in order to maintain better communication with fans, spectators and enthusiasts who are the main assets of sports, these effective factors should be taken into consideration. A virus like Corona is highly contagious and its lethality is significant; therefore, it requires different management. Holding offline sports events can be an effective strategy to temporarily replace sports events in this situation. Of course, according to the findings of the research, in the successful holding of such events, the factors that affect participation should be considered. In general, it should be noted that the research model may not be able to fully express the intention of people to attend offline sports events, but knowing these effective factors can be useful in order to increase participation in sports events in situations such as the Corona crisis. Therefore, considering these factors, the current research considers the development of offline events as an important strategy in such situations, and it is suggested that managers of offline sports events provide appropriate planning for the development of participation by measuring the factors affecting participation.

The aim of this research was to investigate the psychometric characteristics of the sustainable marketing orientation questionnaire in the community of managers of active sports clubs in Mashhad. The The current research is descriptive and according to the psychometric properties of the sustainable marketing scale in the environment of sports clubs, the method of data collection belongs to correlational designs. The statistical population of this research was made up of all managers of sports clubs in Mashhad (N=1400). In order to determine the number of statistical samples, Nanali and Orit's suggestion of a ratio of 10 subjects to 1 variable and Guilford's recommendation (observing the minimum sample size of 200 subjects), which is known as Müller's rule of thumb (1996), were used, and therefore, 278 questionnaires were used as sampling. Collected available. The measurement tool used is the sustainable marketing orientation questionnaire made by Lukik et al. (2020) which consists of 15 questions and has the components of strategic integration (questions 1 to 6), social engagement (questions 7 to 11) and ethical capabilities. (Questions 12 to 15). In order to check the validity of the translation, the measurement tool was determined from the standard translation-re-translation-translation method using the opinions of three professors fluent in English. In order to analyze the data, descriptive indices and statistical tests of Cronbach's alpha coefficient, McDonald's omega coefficient, theta coefficient, Brown's classification, exploratory factor analysis and confirmatory factor analysis were used in SPSS, Lisrel and Stata statistical software. The findings of exploratory factor analysis using varimax rotation showed that the criteria for extracting components, the slope of the scree curve and the eigenvalue were higher than 1, based on which three main components were identified, and therefore, using the exploratory factor analysis method, the questionnaire had 15 The question has 3 components. Also, the questions of the sustainable marketing orientation questionnaire explain 60.72% of the total variance. Therefore, the variance percentages for the strategic integration component are 13.26, the social participation component is 19.12, and the moral capabilities component is 28.34. The results of the factor load of the questions indicate that the factor load of all the questions is acceptable. According to the results obtained from the form and content validity of the sustainable marketing orientation questionnaire, the values of the CVR index are higher than 0.49 and the values of the CVI index are higher than 0.79. The results showed that the sustainable marketing orientation questionnaire has an acceptable internal reliability (θ=0.979, Ω=0.971, α=0.963). Also, the reliability of strategic integration components (θ=0.961, Ω=0.953, α=0.943), social participation (θ=0.886, Ω=0.869, α=0.846) and capabilities Ethical (θ=0.926, Ω=0.901, α=0.892). The results of the confirmatory factor analysis showed that the relationship between questions (1 to 6) with the component of strategic integration, questions (7 to 11) with the component of social participation and questions (12 to 15) with the component of moral capabilities is significant. Also, the results showed that there is a significant relationship between the components of strategic integration, social participation and ethical capabilities with the concept of sustainable marketing orientation. The results showed that the ratio of X2 to df is equal to 2.32 and the root mean square error (RMSEA) is equal to 0.092, so the structural model of the questionnaire has the necessary fit. Also, the indices NFI=0.92, CFI=0.93, GFI=0.91, AGFI=0.90 and IFI=0.93 confirmed the fit of the structural model of the questionnaire. Therefore, in total, all 7 mentioned indicators confirm the fit of the model and it can be acknowledged that the sustainable marketing orientation model is suitable in terms of fit indicators and all three components mentioned can be integrated in the structural model of the questionnaire. The average variance extracted for all three components is higher than 0.5, so the convergent validity of the constructs is confirmed. Also, according to the combined reliability values (Dillon-Goldstein coefficient) for each of the structures, it is acceptable, and as a result, the reliability of the model is confirmed. Finally, the internal and external validity of the presented model is confirmed. This result means that the structural equation model presented with the help of the software (Lisrel) in this research is a suitable structural model and fits the data obtained from this research. Based on this, it can be concluded that the data collected by this questionnaire can provide reliable results and provide researchers with accurate information. Based on the findings, the sustainable marketing orientation questionnaire is a reliable and valid scale that can be used to evaluate the performance of sports managers in the field of sustainable marketing and obtain reliable and stable results. Based on this, the sustainable marketing orientation model can provide detailed instructions on how to implement an effective sustainable marketing system to different sports managers.

In response to increasing environmental concerns and, at the same time, increasing brand equity, companies have focused their efforts on providing environmentally friendly products and services. Sports are no exception to this rule. Because the owners of sports brands have realized that if they are responsible for the environment, they will receive a better response from their customers. At the same time, they have realized that if they take care of the environmental concerns of their customers, they are more likely to choose the products and services provided by the respective company. Therefore, these companies have actively pursued sustainable marketing strategies such as green marketing. Despite that, no study has estimated the effect of a green marketing mix on the behavioral dimensions of the special value of the green brand of sports products. This study is survey research supported by post-positivist worldview considerations and assumptions. According to the nature of the study, the current research approach is explanation and prediction, mainly done to investigate the statistical inference of path coefficients, effect sizes, and the predictive performance of the model and prediction errors. The data to test the hypotheses in this study were collected through an online self-report survey made available to Majid brand customers. Based on this, 394 questionnaires were collected. 51.9% of the examined samples were men, and 48.1% were women, ages 18 and 53. The measurement tools were selected based on the existing literature that was previously adapted to the diverse context of green marketing and the dimensions of green brand equity. Then the necessary modifications were made to adapt it to the current research field. The questionnaire consisted of two parts: the first part was dedicated to personal information and demographic characteristics, the second part was dedicated to the research variables, and finally, to test the hypotheses of this study, partial least squares structural equation modeling (PLS-SEM-3) was used. ) used. The present study showed that green products positively affect a green image, satisfaction, trust and loyalty. Green price positively and significantly affects the green image, trust, and loyalty. On the other hand, the green price has no significant effect on green satisfaction. Green place only has a positive and significant effect on the green image and does not significantly affect green satisfaction, green trust and loyalty. Green promotion simultaneously has a positive and significant effect on the green image and green satisfaction. On the other hand, green promotion has no significant effect on green trust and loyalty. Finally, by evaluating the internal relationships of the special value dimensions of the green brand of sports products, this study showed that the causal relationship of green image with green trust, green image with green loyalty, and green trust with green loyalty is a positive sign. But there is no significant causal relationship between green image and green satisfaction, green satisfaction with green trust and green satisfaction with green loyalty. In general, the findings of this study show that customers accept cost-benefit analyses about sports products. Because by estimating the strengths and weaknesses of the alternatives, they have concluded that green products have significantly saved their money and time. Also, with the cost-benefit analysis, it was found that the customers of the Majid brand do not consider the mentioned brand affordable in terms of access. As a result, they refuse to make an emotional and long-term commitment to the mentioned brand. Therefore, Majid Company, which devotes a small part of its production to green products, is suggested to design a road map for the marketing of their green products, in which they focus on maintaining the current price, diversifying the lines of green products, improving the design and Easy access is emphasized as a strategic and operational policy of the company. It is also suggested that this company strengthen the level of promotion and access to its products through the actions mentioned in the text because it was found that there is a gap between what the company offers and what the customer receives and understands. On the other hand, it is not easy to access the products of this company, and their level of trust in what the company advertises is not very high. In the end, it is necessary to mention some limitations of this research. The first limitation is that the green marketing mix is not simply summarized in the four dimensions examined in this study. Another limitation is that this study studied the behavioral dimension of customers' green brand equity, and the perceptual dimension of customer brand equity was not measured and evaluated. The third limitation is that the responses were received from Majid brand customers, who limits the generalization of the findings to other brands and customers. Finally, in this research, an online survey was used, known as easy sampling, and the selected samples may not be representative of all customers of the Majid brand. Therefore, future researchers are suggested to investigate the effect of mixed green marketing on the special value of the green brand, in addition to the dimensions presented in this research, also to examine other dimensions and conduct such a study for other sports brands.

People participate in sports because of a variety of factors; some of which are influenced by the environment; while others are influenced by internal factors; hence, changing the behavioral approach to sports is necessary. As a result, methods for modifying people's behavior should be identified. Behavior change encompasses a wide range of concepts. Among these concepts that can be applied to enhance physical activity in particular populations is social marketing. As one of the most significant upcoming areas of marketing, it plays a crucial role in social benefit. Social marketing aims to enhance individual and social well-being, so this approach can be utilized to develop physical activity and sports for young people. Therefore, the purpose of the research conducted is to answer the question, what is the social marketing mix in school sports? The present study was a mixed method exploratory study with a purposeful approach. During the first phase of the research, questions from the researcher's questionnaire were combined and used as a basis for analysis. Using this methodology, first of all, all related research papers and articles (from 2010 to 2022) were reviewed in the external scientific databases of Scopus, Emerald, Google Scholar, Science Direct, as well as Civilica and Mogiran internal databases, and the codes related to the subject were identified by summing and distinguishing semantics. According to the distances between the fundamental concepts, the differentiation principle and the completion of the research question, the concepts were extracted, and if they could be integrated, integration was carried out. The second stage involved correlation analysis (correlation type of factor analysis with principal component analysis method) and field data collection. The research community was first formed by a combination of sports management experts, university experts, officials from school sports departments, as well as physical education teachers with experience in education. A targeted sampling of 10 of these participants resulted in the preparation of a researcher-made questionnaire based on the theoretical basis and background of the research and based on Morris and Clarkson (2009)'s model. Once the necessary reforms had been made and a consensus had been reached, the final questionnaire was prepared. The statistical population for the second stage of the research consisted of all the male and female students who attended South Khorasan conservatories, a total of more than 12,329. A random cluster sampling method was used at this stage, and six clusters were randomly chosen from the identified clusters. As a result of Morgan's table, 380 individuals were selected as the sample size, of which 376 completed and returned the questionnaire. A content validity test and a construct validity test were conducted to assess and verify the construct validity of the mixed evaluation tool for social marketing in sports, and a Cronbach's alpha (α=0.96) was used to assess the reliability of the above questionnaire. According to statistical analysis, a questionnaire consisting of 7 dimensions was developed (proposal with 7 questions, cost of participation with 4 questions, policy and policy with 4 questions, social communication with 4 questions, creating partners with 4 questions, general public with 3 questions and location with 4 questions). As a result of the significance test of t for all items, the results were higher than 1.96, and all the factor loadings were greater than 0.3, which indicates that the selected paths have appropriate factor loadings. As a result, the CFI and NFI fit indices were greater than 0.90, the RMSEA was less than 0.08, and the CMIN/df was not greater than 5, indicating that the model was well fitted. As part of this study, using exploratory and confirmatory factor analysis as an appropriate method of tool making, the researcher evaluated the social marketing in sports questionnaire. This was done by considering the research environment's cultural and social characteristics. Results of the study indicate that the school's measurement tool for social marketing is valid. Moreover, specialists and planners in the field of school sports can use this tool for assessing social marketing in schools, as well as for designing and implementing programs based on the components of this tool to enhance and improve the level of school sports. This questionnaire can be used and analyzed in other educational levels in order to make it more valid.

Today's competitive environment has become extremely turbulent and one of the ways to deal with the environmental disturbances is to emphasize the historical components and show the stability and stability of the brand. Appealing to the past has become a common thing for consumers today, and brands with images that have components such as credibility, heritage, and stability are gaining popularity. Brand age is defined as consumers' perception of the brand's long existence and is part of the concept of brand heritage. Therefore, the effect of brand antiquity on consumer-brand relationships is well established. However, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; it is not focused. The associative approach is important because it focuses on the spontaneous activation of learned sets of associations or responses developed by consumers through repeated activation in memory. This activation starts automatically with the presence of environmental stimuli. For example, an indication of the product's country of origin activates associations stored in memory and stereotypes about countries. Therefore, emotions are one of the topics that motivate customers to choose and communicate with a product or service. An emotional connection between the brand and the customer is formed gradually. We live in a world full of emotions; where emotions influence our decisions. For this reason, marketers often try to create an emotional connection between their brand and their customers; this becomes possible when the consumer develops an emotional connection with the brand. Attachment is considered as the strength of the emotional and cognitive relationship between the consumer and the brand. The current research was conducted with the aim of prioritizing the associative consequences of old sports brands. The research method is descriptive and of the type of correlational studies. The statistical population of this research was all buyers of Iranian sports brands. The sampling method is accessible, which was selected from the customers of sports brands in the virtual space. Since the number of the community cannot be counted and it takes a high amount. Therefore, the sample size is based on an unlimited population. Since the number of the population is not known, Cohen's formula was used to estimate the sample size. To be sure, 400 questionnaires were distributed and out of this number, 391 questionnaires were returned correctly and were used in the analysis. In this research, the standard questionnaire of Richard and White (2020) was used. This questionnaire contains 15 questions, which are categorized in the form of 5 components and measures the consequences of association of old brands in the range of 5 Likert options. Form and content validity was confirmed using the opinion of 8 sports management professors. The validity of the structure was confirmed by using the confirmatory factor analysis test and the reliability of the variables was confirmed by Cronbach's alpha test. In this research, SPSS and LISREL software were used for data analysis to present the model. According to the findings, brand association is effective at 0.90 on experience and expertise, at 0.95 at 0.96 on reminiscence, at 0.96 at timelessness and at 0.85 at tradition. Also, the significant coefficient shows that the indicators are more than 1.96 and it can be concluded that brand association has a positive and significant effect on the mentioned factors. Also, based on the findings, reminiscence, timelessness, maintenance, experience, expertise, and tradition are among the most important consequences of brand association. Therefore, in order to associate the brand, the desired indicators should be emphasized by the marketers. The effect of brand longevity on consumer-brand relationships is well established. However, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; It is not focused. Consumers are likely to make associations linking aging cues to inferences about brand attributes. For example, if the brand name is old, it may be associated with expertise. Association refers to the connection between the brand and the use (user), including consumers' desire to buy and recommend to others. The force that makes the brand sit in the minds of consumers and influence it is more than the experience of use. In this way, in addition to the value of consumer goods, brands provide meanings for brands that consumers like. Therefore, it can be concluded that experience and expertise in building relationships with customers and maintaining them are essential for any sports brand and will create brand associations. In general, it can be concluded that investigating the consequences of the association of old brands with sports authenticity is necessary for sports organizations that seek to gain popularity and improve the overall status of the organization, because paying attention to these consequences can be an advantage for sports organizations. Create a competition with other organizations and help the organization to attract more people through building a successful brand. Therefore, in order to build a successful brand, managers of sports organizations should focus on the categories identified in this research, so that they can identify the needs of customers and take basic steps to solve them with appropriate measures. Produce appropriate products to retain customers and attract new customers. Therefore, having an original and old brand can put the organization on the path of growth and development. Therefore, it is suggested to use sports brand loyalty programs. The basic branding process starts with the creation of an essence, this essence acts as a rosary thread and connects all the components of the brand together. It is also suggested to pay attention to the characteristics of a brand. The characteristics of a brand are all those things that are conveyed to the audience through a specific instruction through the communication points of the brand. These features can include product packaging, presentation, brand coloring, advertising style.

Sporting events have long been a focal point of human entertainment and cultural expression, bringing together communities and fostering a sense of belonging among spectators. In recent years, the integration of virtual and augmented reality (VR/AR) technologies has emerged as a transformative force in reshaping the landscape of spectator-sport interactions. This research endeavors to contribute to this evolving field by proposing a comprehensive paradigm model that encapsulates the intricate dynamics of integrating VR/AR technologies into sporting events. The research methodology employed a grounded theory approach, utilizing a purposive and theoretically-saturated sample of 15 participants who are experts in the fields of technology and sports management. Semi-structured in-depth interviews served as the primary data collection method, allowing for a nuanced exploration of the participants' perspectives. The analysis of the gathered data followed the established principles of open, axial, and selective coding. To enhance the robustness of the study, an iterative process of information and code verification was implemented, engaging participants in discussions to mitigate potential biases and ensure the accuracy of interpretations. Reliability was further ensured through the percentage agreement formula, prolonged engagement, persistent observation, member checking, and triangulation. The analysis of the interview data yielded a rich tapestry of insights, resulting in 58 extracted concepts, 21 sub-categories, and 5 main categories. These findings form the foundation of the proposed paradigm model for spectator-sport interactions in sporting events utilizing VR/AR technologies. The research underscores the significance of continuous technological advancements as a foundational condition. The evolution of VR/AR technologies acts as a catalyst for shaping the spectator-sport interaction paradigm, offering novel possibilities for immersive experiences. The need to amplify interactivity and enhance the overall spectator experience emerged as a central condition. VR/AR technologies serve as a medium through which live events can be transformed into immersive and engaging experiences, transcending traditional boundaries. The study recognizes the dynamic nature of VR/AR applications, emphasizing the continuous emergence and expansion of new applications. This condition highlights the adaptability and potential for innovation within the spectator-sport interaction paradigm. The existence of a robust technical infrastructure is identified as a critical condition. For the seamless integration of VR/AR technologies, the underlying technical foundation must be capable of supporting the complexities and demands of immersive spectator experiences. Accessibility of technology emerged as a key condition, emphasizing the importance of making VR/AR experiences widely available to a diverse audience. Overcoming barriers to access ensures a more inclusive and participatory spectatorship. The creation of engaging and diverse content is identified as a pivotal condition within the paradigm model. Tailoring experiences to cater to varied interests and preferences contributes to the overall richness of spectator interactions. A condition integral to the success of VR/AR integration is the widespread availability of high-speed internet and communication facilities. These infrastructural elements underpin the seamless delivery of immersive content to spectators. The cultural acceptance and integration of innovative technologies within the spectatorship culture represent a transformative condition. The willingness of the audience to embrace technological advancements influences the success of VR/AR integration. The proactive support from sports federations and organizations is highlighted as a facilitating condition. Institutional endorsement and integration of VR/AR technologies contribute to the legitimacy and sustainability of the proposed paradigm model. Despite technological advancements, the study acknowledges existing hardware limitations that can hinder the seamless implementation of VR/AR technologies. Addressing these constraints is crucial for optimal user experiences. The high production costs associated with creating exclusive sports content for VR/AR platforms emerged as a substantial intervening condition. Balancing cost-effectiveness with content quality is a significant challenge. The variability in network and internet capabilities in different stadiums presents a notable intervening condition. Overcoming these limitations is crucial for ensuring consistent and high-quality VR/AR experiences for spectators. The study acknowledges the presence of resistance among traditional spectators toward the acceptance of new technologies. Bridging this gap requires targeted efforts to educate and engage with diverse audience segments. A shortage of qualified personnel for the implementation and support of VR/AR technologies is identified as an intervening condition. Building expertise and fostering a skilled workforce is essential for the successful execution of the proposed paradigm model. The study advocates for continuous advancements in VR/AR hardware to address existing limitations and enhance the overall quality of immersive experiences. A strategic focus on producing high-quality and customized content is recommended to strike a balance between cost-effectiveness and delivering compelling experiences to spectators. The study underscores the importance of educational initiatives and proactive encouragement to bridge the gap between traditional and technologically savvy spectators. The successful implementation of the proposed paradigm model is anticipated to result in heightened engagement and interaction among sports spectators, fostering a more dynamic and participatory spectatorship. Integrating VR/AR technologies is expected to elevate the overall quality of the sports event experience, offering spectator’s immersive and memorable moments beyond the constraints of traditional viewing. The paradigm model's implementation is projected to have positive economic ramifications, contributing to increased revenue generation for event organizers through enhanced spectator experiences and novel revenue streams.Ultimately, the implementation of the proposed model is envisioned to result in improved levels of spectator satisfaction, solidifying the role of VR/AR technologies as integral components of the modern sports viewing experience. In conclusion, this research unveils a paradigm model for spectator-sport interactions in sporting events utilizing virtual and augmented reality technologies. The comprehensive analysis of conditions, intervening factors, strategies for development, and consequences of implementation provides a robust framework for understanding the complex dynamics of this transformative integration. By recognizing the multifaceted challenges and opportunities inherent in merging technology and sports spectatorship, this research contributes valuable insights to the ongoing dialogue surrounding the future of immersive sporting experiences. The findings underscore the potential for enhanced fan experiences in sporting events through the strategic utilization of augmented and virtual reality technologies and advocate for continued innovation and collaboration across the realms of technology and sports management.

 Recently, the global economy has been affected by artificial intelligence and the advancement of information technology, as well as infectious diseases such as Covid-19 (Bhatia, 2021). The convergence of the corona virus globally has had various effects on societies and their activities (Heydari & Asadollahi, 2021; Heydari et al., 2021). The challenge of managing this crisis, especially with the specific conditions of Iran and the unknown nature of the disease and the lack of sufficient experience, provided an arena for creativity and innovation (Heydari, 2019). Therefore, it is necessary for organizations and service units to survive and succeed In the chaotic market environment of the digital era and to deal with these crises, accept innovative solutions (Lee & Trimi, 2021). Successful organizations create an environment where elements of creativity and innovation occur continuously across all levels and organizational functions (Vicenzi, 2000). Innovation in business management can save time and money, strengthen competitive advantage, and encourage business growth (Chi, 2021). Hence, the sports industry needs to leverage technology to address current challenges (Pashaie & Perić, 2023). Therefore, the sports industry has turned innovation into a new field for research by many researchers (Ferreira et al., 2020) and considers it a vital factor for achieving competitive advantage (Rajapathirana & Hui, 2018). The findings indicate that customer and market knowledge, customer attraction, customer retention and customer development are the consequences of implementing customer relationship management technology in sports venues (Pashaie et al., 2020). It is concluded from the presented research that sports venues have expanded their investment in the field of customer relationship management (Pashaie et al., 2020). In general, this research provides the possibility of enhancing creativity and innovation in the sports industry. By offering detailed analyses of the role of electronic customer relationship management components in improving long-term relationships and developing innovation capabilities, especially in the face of widespread challenges such as coronavirus, this research holds significant importance. This study investigates the positive impact of electronic customer relationship management (e-CRM) on the long-term relationships and innovation capabilities of sports venues, with a focus on the moderating role of COVID-19. Classified as applied and descriptive research of the correlation type, the study employed a questionnaire for data collection.To ensure the reliability of the questionnaires, various validation measures such as divergent validity, Cronbach's alpha indices, factor loading, and composite reliability were utilized. The research population consisted of sports venue customers in Tabriz, with 260 participants selected through convenience sampling. Data analysis was conducted using IBM® IBM® SPSS® AmosTM 26, and the results were utilized for model testing and hypothesis examination. The outcomes suggest that e-CRM, encompassing aspects like knowledge management, customer orientation, and customer relationship management technology, significantly and positively influences long-term relationships and innovation capabilities. The moderating impact of COVID-19 is notable, though its effect is moderate. Despite the widespread impact of the pandemic on customers, e-CRM has proven to be a robust tool for strengthening long-term relationships and retaining customers in the face of increased COVID-19 cases.In general, this research highlights the significance of implementing electronic customer relationship management systems in sports venues to gain a competitive advantage, improve customer retention, understand customer concerns, and enhance innovation capabilities. On the one hand, it provides valuable insights for managers and marketers of sports venues in addressing challenges arising from the COVID-19 pandemic and improving their overall performance. The implications of this study go beyond academic contributions, offering practical recommendations for managers and marketers, encouraging them to prioritize the implementation of electronic customer relationship management for advancing innovation and ensuring a competitive advantage amid current uncertainties. This is crucial because technological advancements are rapid. Electronic customer relationship management systems and customer expectations may evolve, requiring continuous reassessment and alignment with innovation capabilities. From a creativity and innovation perspective, the present research can potentially lead to several outcomes. By implementing the findings of this study, sports venues can enhance their innovation capabilities, leading to the development of new and improved services, products, and experiences for customers. Real-time monitoring and interaction with customers facilitated by electronic customer relationship management systems can enable sports venues to better understand customer concerns related to COVID-19 and other infectious diseases. This understanding can guide innovative safety measures and customer service initiatives, creating a safer and more satisfying experience for customers.Ultimately, there is room to challenge and expand existing theoretical models to incorporate new variables that may impact the dynamics between electronic customer relationship management and innovation. Considering technical and technological limitations, financial constraints, reduced customer interaction capabilities in virtual environments, and legal and security barriers, communicating the findings to the study community, sports clubs, and sports authorities is essential. Firstly, sports managers are advised to prioritize the adoption of electronic customer relationship management systems for gaining a competitive advantage and improving customer retention. This includes investing in technology and knowledge management to enhance customer-centricity and customer relationship management capabilities. Additionally, given the moderating role of COVID-19, sports managers should focus on using electronic customer relationship management as a powerful tool to enhance long-term relationships and customer retention, especially during pandemics. Understanding customer concerns and adapting electronic customer relationship management strategies to address these challenges can significantly contribute to the overall performance improvement of sports venues.Furthermore, this research emphasizes the importance of continuous innovation in the products and services of sports venues and underscores the need for sports managers to integrate innovation capabilities into their electronic customer relationship management strategies. This may involve fostering a culture of creativity and innovation within the organization and utilizing electronic customer relationship management for gathering insights and customer feedback to develop innovative proposals. In addition, qualitative research methods such as interviews or focus groups can be employed to gain deeper insights into specific mechanisms through which electronic customer relationship management affects innovation capabilities and long-term relationships in sports venues. The aim of these recommendations is to strengthen the practical aspect of the research and provide practical insights for sports managers and marketers to address challenges arising from the COVID-19 pandemic and enhance overall performance.