Identifying factors that influence the promotion of the Saipa Cultural and Sports Club brand

Document Type : Original Article

Authors

1 Master's degree in sports management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran

2 Assistant Professor of Sports Management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran

10.22034/jsmk.2025.67053.1106

Abstract

Research shows that management, marketing strategies, branding, and brand development are critical, synergistic components in strengthening the Saipa Club’s brand. Coherence and integration among these elements are essential for achieving sustainable and effective outcomes. Efficient management—by creating strong domestic and international networks and maintaining continuous engagement with stakeholders like fans and sponsors—plays a key role in brand transformation. It also involves anticipating market trends and responding quickly to economic, cultural, and technological changes to maintain competitive advantage and brand sustainability. Innovative marketing strategies, such as utilizing digital technologies, targeted advertising, content marketing, and leveraging popular sports figures, help create a distinctive and appealing identity aligned with audience values. These strategies attract new fans and retain existing ones, boosting engagement and participation. Cohesive and purposeful branding across aspects like brand image, identity, personality, customer experience, and brand equity embeds the brand in fans’ minds, fostering loyalty, enhancing credibility, and strengthening relationships with sponsors, which boosts financial support. However, the study is limited by focusing solely on Saipa Club, raising questions about the generalizability of results. It also did not thoroughly examine macro-environmental factors like economic, cultural, and social influences, nor the role of emerging technologies. For future research, using multiple case studies, analyzing diverse organizational structures, and incorporating models like PESTEL can improve understanding and strategy localization. Clubs should also develop flexible structures and foster a learning culture to adapt swiftly to market, technological, and fan expectations.

Keywords

References

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Journal of Sport Management Knowledge
Volume 2, Issue 2 - Serial Number 4
February 2024
Pages 202-220

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History

  • Receive Date: 29 December 2024
  • Revise Date: 25 January 2025
  • Accept Date: 04 February 2025

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