ارائه مدلی جهت ساماندهی تبلیغات محیطی لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترا مدیریت ورزشی دانشکده تربیت بدنی و علوم ورزشی دانشگاه مازندران، بابلسر، ایران

2 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

3 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

10.22034/jsmk.2025.67653.1135

چکیده

هدف تحقیق حاضر ارائه مدلی جهت ساماندهی تبلیغات محیطی لیگ برتر فوتبال ایران بود. این پژوهش کیفی و با استفاده از نظریه‌پردازی داده‌بنیاد استراوس و کوربین انجام شد. تحلیل داده‌ها طی سه مرحله شامل کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی با بهره‌گیری از مصاحبه‌های نیمه‌ساختاریافته انجام شد. جامعه آماری شامل اساتید مدیریت ورزشی، پژوهشگران با تخصص حوزه‌ی بازاریابی ورزشی، مربیان آگاه به موضوع تحقیق و مدیران اجرایی با سابقه کار در سازمان لیگ بود. مصاحبه‌ها با 16 نفر به صورت نمونه‌گیری هدفمند و با روش گلوله برفی تا مرحله اشباع نظری انجام شد. روایی داده‌ها از طریق بازبینی گروه مصاحبه‌شونده تأیید شد. پایایی داده‌ها از طریق بازکدگذاری توسط دو استاد مسلّط به تحقیق کیفی ارزیابی و مقدار توافق درون موضوعی 92 درصد گزارش شد. نتایج نشان داد که عوامل علّی شامل ضرورت‌های اقتصادی و توسعه ورزشی - اجتماعی است. عوامل زمینه‌ای مانند الزامات حقوقی، قانونی و فنی زیرساختی، بستر اجرای اقدامات را فراهم می‌کنند. در مقابل، چالش‌های مالی، موانع فرهنگ‌محور و نفوذ سیاسی به‌ عنوان عوامل مداخله‌ای عمل می‌کنند. پدیده محوری بر جلب توجه مخاطب و ایجاد وفاداری به برند تأکید دارد. راهبردهایی چون بازاریابی و بهره‌گیری از منابع برای رفع این موانع پیشنهاد شده است و پیامدهایی نظیر تأثیرات اقتصادمحور و اجتماع‌محور را به همراه خواهد داشت. در نهایت پیشنهاد شد با غلبه بر چالش‌های شناسایی شده و با تقویت راهبردهای بازاریابی و سرمایه‌گذاری در زیرساخت‌های فنی، مخاطبان بیشتری جذب و وفاداری به برند افزایش یافته تا با این اقدامات تأثیرات مثبت اقتصادی و اجتماعی تقویت گردد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Presenting a model for organizing the environmental advertising of Iran's premier football league

نویسندگان [English]

  • Masoud Yamini Firouz 1
  • Seyed Mohammad Hossein Razavi 2
  • Masoumeh Kalateh Seifari 3
1 PhD Student in Sport Management, Faculty of Physical Education and Sport Sciences, University of Mazandaran, Babolsar, Iran
2 Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Mazandaran, Babolsar, Iran
3 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Mazandaran, Babolsar, Iran
چکیده [English]

The aim of the current research was to present a model for organizing the environmental advertising Iran's premier football league. This qualitative research was conducted using Strauss and Corbin's Grounded Theory. Data analysis was done through three stages including open coding, axial coding, and selective coding and using semi-structured interviews. The statistical population included sports management professors, researchers with expertise in the field of sports marketing, coaches knowledgeable about the research topic, and executive managers with experience working in the league organization. Interviews were conducted with 16 people through Purposive and snowball until theoretical saturation. Data reliability was evaluated through decoding by two professors who are proficient in qualitative research and the amount of intra-subject agreement was reported as 92%. findings showed that the causal factors include economic necessity, sports and social development. Contextual factors such as legal, regulatory and infrastructure technical requirements provide the basis for the implementation of measures. In contrast, financial challenges, culture-based barriers, and political influence act as interfering factors. The axial phenomenon emphasizes on attracting the attention of the audience and creating brand loyalty. Strategies such as marketing and leveraging resources have been proposed to overcome these obstacles, which will bring about consequences related to economy-focused and community-focused impacts. Ultimately, to tackle financial and cultural challenges and to seize sporting and economic development opportunities, it is suggested to strengthen marketing strategies and invest in technical infrastructure to attract a larger audience and increase brand loyalty, thereby enhancing positive economic and social impacts through these efforts.

کلیدواژه‌ها [English]

  • Sports marketing
  • Environmental advertising
  • Sports advertising
  • Football
  • Premier League

مراجع

Arab Narmi, B., Goodarzi, M., Sajjadi, S. N., & Khabiri, M. (2018). Analysis of the status of professional sports on Iranian national television. Sports Management Studies, 10(47), 17–38. [In Persian]
Azadegan, M., Askarian, F., & Ramezani Nejad, R. (2012). Investigating strategies for attracting sponsors in Iranian professional football. Sports Management Studies, (13), 123–136. [In Persian]
Balliauw, M., Onghena, E., & Mulkens, S. (2021). Identifying factors affecting the value of advertisements on football clubs' and players' social media: A discrete choice analysis. International Journal of Sports Marketing and Sponsorship, 22(4), 652–676.
Barajas, Á., & Rodríguez, P. (2014). Spanish football in need of financial therapy: Cut expenses and inject capital. International Journal of Sport Finance, 9(1), 73–83.
Bondarik, R., Pilatti, L. A., & Horst, D. J. (2020). Sports mega-events and overestimated promises: The case of the 2014 FIFA World Cup in Brazil. Journal of Tourism and Cultural Change, 18(3), 351–367.
Da Silva Pereira, J. P. (2022). The financial impact of private investors on European football clubs: Empirical evidence from the English Premier League (Master’s thesis, Universidade do Porto, Portugal).
Elahi, A., Goodarzi, M., & Khabiri, M. (2006). Investigating the performance of the Iranian Professional Football League and comparison with the Japanese League. Harakat Journal, (27), 55–71. [In Persian]
Estévez, M., & Fabrizio, D. (2014). Advertising effectiveness: An approach based on what consumers perceive and what advertisers need. Open Journal of Business and Management, 8(2), 21–36.
Feizi, S., Hamidi, M., Razavi, S. M. H., & Andam, R. (2019). Ticket sales management: Analysis of effective factors of ticket sales in the Iranian Premier League. Sports Management and Development Quarterly, 8(4), 88–104. [In Persian]
Fereydouni, M., & Kalateh-Seifari, M. (2019). A model of the impact of advertising on the development of Persepolis Club brand with emphasis on the mediating role of brand personality. Research in Physiology and Sports Management, 3(11), 79–87. [In Persian]
Ghasemi-Siani, M., Razavi, S. M. H., & Dosti, M. (2017). Comparison of fan reactions toward sponsors: A case study of Sepahan and Zob Ahan clubs. Research in Physiology and Sports Management, 4(9), 121–132. [In Persian]
Hanssens, D. (2015). Keeps Working and Working and Working-The Long-Term Impact of Advertising. NIM Marketing Intelligence Review, 7(1), 42.
Hosseini, S E, Razavi, S M H, YaminiFirouz M & Hashemi Kouchasaraei, S M A. (2015). Studying the current and desired status of the Iranian Premier Football League based on AFC professional criteria. Two Quarterly Journals of Sports Management and Development, 1 (6), 49-63. [In Persian]
Hosseini, S E; Boroumand, M R & Baratipour, A. (2019). Investigating the effect of competition conditions on environmental advertising in the Premier League of Football. Research in Sports Physiology and Management, 12(2), 37-47. [In Persian]
Keshmiri, N; Elahi, A & Akbari Yazdi, H. (2017). The effectiveness of advertising through sports of Irancell Company in the Iranian professional football league based on the AIDA model. Sports Management Studies, 9(43), 39-60. [In Persian]
Khalili, A; Safania, A M; Zarei, A & Masoumi, H. (2019). Compilation of performance evaluation framework of Iranian professional football league organization and its ranking by AHP method. Applied Research in Sports Management, 9(2), (34 consecutive), 51-63. [In Persian]
Kordloo, H; Elahi, A & Khodayari, A. (2019). The relationship between individuals' attitudes towards advertising through sports and their beliefs: A study of football spectators. Research in Sports Management and Motor Behavior, 10(20), pp. 17-30. [In Persian]
KPMG. (2020). The European Champions Report 2020. Retrieved from https://www.footballbenchmark.com
Mahmoudizad Azari, S; Ehsani, M; Nazari, R & Norouzi Seyed Hosseini, R. (2012). Presenting a value model of Iranian professional football players: a data-based constructivist approach. Sports Management Studies, 14(71), 17-46. [In Persian].
Mohsenifar, A. (2023). Environmental advertising costs of the Iranian Premier Football League and prestigious football clubs in the world. Entrepreneurship Management in Sports, 1 (1), 171-187. [In Persian]
Moradi, M. (2019). Income generation methods of professional sports clubs in Iran (with emphasis on football). Research Center of the Islamic Consultative Assembly, Education and Culture Studies (Sports, Cultural Heritage and Tourism Group), Subject Code: 270, Serial Number: 17415, 1-44. [In Persian].
Origi, A. O., & Deya, J. (2019). Strategic drivers of sport commercialization in Kenya: A survey of football subsector. International Journal of Academic Research in Business and Social Sciences, 9(9), 1–19.
Popek, A. (2025). The power of advertising through professional sports. TIJER – International Research Journal, 12(1), 369–374.
Ruta, D., Lorenzon, L., & Sironi, E. (2020). The relationship between governance structure and football club performance in Italy and England. Sport, Business and Management: An International Journal, 10(1), 17-37.
Sadeghi, H., Asgharpour, H., & Golchinfar, N. (2009). Estimation of demand function for Iranian Premier League spectators. Economic Research (Sustainable Growth and Development), 9(3), 183–202. [In Persian]
Seif Panahi Shabani, J., & Hamidi, M. (2017). Revenue generation methods of Iranian and world football clubs. Research in Physiology and Sports Management, 3(9), 21–31. [In Persian]
Soltani, M; Kargar, G; Kashkar, S & Ghafouri, F. (2017). Designing the revenue generation model of Iranian professional football clubs. Quarterly Journal of Sports Management and Development, 7(4), 40–55. [In Persian]
Storm, R. K., & Nielsen, K. (2012). Soft budget constraints in professional football. European Sport Management Quarterly, 12(2), 183-201.
Torabi, T, Ghorbani, M, Bagheri, M & Tariqi, S. (2015). New methods of providing financial resources for football clubs in developed countries and its comparative study with developing countries (specific case: professional football clubs of the Iranian and English Premier League). Quarterly Scientific-Research Journal of Investment Knowledge, 4(13), 217-231.[In Persian]
UEFA (2020). The European Club Licensing Benchmarking Report: Financial Year 2018. Nyon, Switzerland.
Von den Driesch, L. (2021). Analysis of Influence Factors on the Image of German Football Clubs with Different Financing Models: An Empirical Study (Master's thesis, Universidade Catolica Portuguesa, Portugal).
Woisetschläger, D., Backhaus, C., Cornwell, B. (2019). How Deal Characteristics Shape Sports Sponsorship Perceptions. [online] Available at: https://www.ama.org/2018/03/07/how-dealcharacteristics shape-sports sponsorship-perceptions/ [Accessed 20 September 2020].
Yiapanas, G., Thrassou, A., & Vrontis, D. (2020). An integrated, multi-agency, consumer-focused, safety management approach in the sports industry. In Handbook of Research on contemporary consumerism, IGI Global, 222-224.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 12 خرداد 1404
  • تاریخ بازنگری: 01 مرداد 1404
  • تاریخ پذیرش: 25 مرداد 1404

هم رسانی

ارجاع به این مقاله

آمار