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

Document Type : Original Article

Authors

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

10.22034/jsmk.2025.67653.1135

Abstract

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.

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Main Subjects

References

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History

  • Receive Date: 02 June 2025
  • Revise Date: 23 July 2025
  • Accept Date: 16 August 2025

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