Document Type : Original Article
Authors
1
دانشجو دکتری مدیریت ورزشی دانشگاه محقق اردبیلی
2
Professor of Sport Management ,University of Mohaghegh Ardabili, Ardabil, Iran.
3
Professor of Sport Management,University of Mohaghegh Ardabili, Ardabil, Iran.
4
Associate Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran
Abstract
The purpose of this study was to design a comprehensive model for attracting financial sponsors in Iraqi handball using a grounded theory approach. This qualitative study was conducted through semi‑structured interviews with sports managers, marketing experts, coaches, athletes, and potential sponsors. Participants were selected using purposive and snowball sampling, and interviews continued until theoretical saturation was reached. Data were analyzed based on the Strauss and Corbin approach through three stages: open, axial, and selective coding. The findings showed that the central phenomenon of the study is the need for a systematic framework for attracting, managing, and retaining financial sponsors in Iraqi handball. Causal conditions included weaknesses in marketing structures, lack of financial transparency, ineffective sponsorship packages, and limited interaction between the federation and the private sector. Contextual conditions involved economic constraints, inadequate infrastructure, a weak culture sports sponsorship, and a shortage attractive sporting events. Intervening conditions such as the quality media coverage, the level of league professionalism, government support, and political and social factors were also found to influence the sponsorship process. Based on the analysis, the main strategies for attracting sponsors include establishing a professional marketing structure, designing multi‑level sponsorship packages, expanding media activities, improving the quality sporting events, strengthening relationships with sponsors, and enhancing financial transparency and reporting systems. Implementing these strategies can lead to sustainable financial resources, strengthening the Iraqi handball brand, increased social participation, infrastructure development, and improved competition quality. The proposed model can serve as a practical roadmap for the Iraqi Handball Federation and clubs.
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