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Zare Abandansari, Mohammad, Azizian Kohan, Nasrin. (1402). The Private Companies, and Sponsorship Motivation: A Case Study in Persian Gulf Premier League. جلوه هنر, 3(3), 29-44. doi: 10.22051/sbj.2023.43315.1090
Mohammad Zare Abandansari; Nasrin Azizian Kohan. "The Private Companies, and Sponsorship Motivation: A Case Study in Persian Gulf Premier League". جلوه هنر, 3, 3, 1402, 29-44. doi: 10.22051/sbj.2023.43315.1090
Zare Abandansari, Mohammad, Azizian Kohan, Nasrin. (1402). 'The Private Companies, and Sponsorship Motivation: A Case Study in Persian Gulf Premier League', جلوه هنر, 3(3), pp. 29-44. doi: 10.22051/sbj.2023.43315.1090
Zare Abandansari, Mohammad, Azizian Kohan, Nasrin. The Private Companies, and Sponsorship Motivation: A Case Study in Persian Gulf Premier League. جلوه هنر, 1402; 3(3): 29-44. doi: 10.22051/sbj.2023.43315.1090

The Private Companies, and Sponsorship Motivation: A Case Study in Persian Gulf Premier League

Sports Business Journal
مقاله 2، دوره 3، شماره 3 - شماره پیاپی 7، آذر 2023، صفحه 29-44    اصل مقاله (1.12 M)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43315.1090
نویسندگان
Mohammad Zare Abandansari1؛ Nasrin Azizian Kohan* 2
1PhD Student in Sports Management‏, Mohaghegh Ardabili University, Ardabil‏, Iran.
2Associate Professor, Department of Sports Management, Mohaghegh Ardabili University, Ardabil, Iran.
چکیده
Purpose: Regarding the restrictions of football clubs and insufficient income sources on the one hand and the revenue gained through television broadcasting rights, environmental advertising, and ticket sales, financial support from football clubs by sponsors should be mounted. Unfortunately, some issues have caused private companies to be disinclined in providing capital for football. Therefore, the present research was carried out to identify the factors influencing private companies' motivation for sponsorship.
Methodology: The present research was conducted via a qualitative method based on the phenomenological approach. Predominantly, the phenomenological approach reveals the nature of meaning concealed in experiences and aims to comprehend the experience concept in the same way the person did. The Participants into semi-structured interviews included sport management faculty members, senior managers of the football federation, football clubs, managers, senior managers of private companies, and sports instructors. The validity and reliability of the findings were applied.
Findings: The factors impact the private companies, motivation to support football clubs. They include 52 sub-contents from 8 main contents: Adherence to Behavioral Norms, Financial Growth, Government Support, Development of Refereeing, Media Promotion, Managerial Development, Club Brand Enhancement, and supporting companies’ development.
Originality: We found new concepts to increase private companies’ motivation in football club sponsorship.
کلیدواژه‌ها
Football Club؛ Premier League؛ Private Sector؛ Media؛ Sponsors
عنوان مقاله [English]
انگیزه شرکت‌های خصوصی در حمایت مالی: مورد مطالعه لیگ‌برتر خلیج فارس
نویسندگان [English]
محمد زارع آبندانسری1؛ نسرین عزیزیان کهن2
1دانشجوی دکتری مدیریت ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
2دانشیار، گروه مدیریت ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران.
چکیده [English]
هدف: باتوجه به محدودیت‌های باشگاه‌های فوتبال و کمبود منابع درآمدی به دلیل ناکافی‌بودن درآمد حاصل از حق پخش تلویزیونی، تبلیغات محیطی و بلیط فروشی؛ لازم است تا حمایت مالی حامیان تجاری نظیر: شرکت های خصوصی از باشگاه‌های فوتبال افزایش پیدا کند. متاسفانه وجود برخی مسائل سبب شده تا انگیزه شرکت‌های خصوصی به سرمایه‌گذاری در فوتبال کاهش پیدا کند؛ که پژوهش حاضر با هدف شناسایی عوامل موثر بر افزایش انگیزه شرکت‌های خصوصی در حمایت مالی از باشگاه‌های فوتبال لیگ‌برتر ایران انجام شد.
روش:  پژوهش حاضر به‌روش کیفی و براساس رویکرد پدیدارشناسی انجام شد. اساسا رویکرد پدیدار شناسی با آشکارساختن ماهیت معنی نهفته در تجربیات ارتباط دارد. هدف پژوهشگر، درک معنی تجربه به‌همان صورتی که فرد تجربه کرده است، می‌باشد. مشارکت‌کننده در مصاحبه‌های نیمه ساختار یافته ۱۵ نفر بودند و شامل اعضای هیئت علمی دانشگاه در گروه مدیریت ورزشی، مدیران ارشد فدراسیون فوتبال، مدیران باشگاه‌های فوتبال، مدیران ارشد شرکت‌های خصوصی و مربیان ورزشی بودند. برای اعتبار سنجی و روایی نتایج از ملاک‌های اعتبار و قابلیت اعتماد استفاده شد.
یافته‌ها:  عوامل موثر بر افزایش انگیزه شرکت‌های خصوصی در حمایت مالی از باشگاه‌های فوتبال لیگ‌برتر ایران شامل 52 مضمون فرعی در قالب 8 مضمون اصلی بودند که به ترتیب پایبندی به هنجارهای رفتاری، توسعه مالی، حمایت دولت، توسعه داوری، توسعه رسانه­ای، توسعه مدیریتی، توسعه برند باشگاه، رشد و توسعه شرکت‌های حامی، هستند.
اصالت و ابتکار مقاله: عوامل موثر بر افزایش انگیزه شرکت­‌های خصوصی در حمایت مالی از باشگاه‌های فوتبال، مورد بررسی قرار گرفت و مفاهیم جدیدی به دست امد.
کلیدواژه‌ها [English]
باشگاه فوتبال, بخش خصوصی, رسانه, لیگ‌برتر, حامیان
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