Document Type : Research Paper
Authors
1
PhD Student in Sports Management, Islamic Azad University, Ayatollah Amoli Branch, Amol, Iran
2
Assistant Professor Shahid Beheshti University, Tehran, Iran
3
Assistant Professor of Sport Management, Adib Mazandaran Non-Governmental Higher Education Institute. Iran, mazandaran province, sari city
10.22080/jsmb.2024.18844.3359
Abstract
Background: Brands in the sports industry should be based on concepts that are meaningful and well-known to target market members. The purpose of this study was to design a branding model for the Iranian Football League.
Methodology: The research method was mixed (qualitative-quantitative) with an exploratory approach. The statistical population in the qualitative part is experts who had scientific and managerial expertise in the field of sports management and in the quantitative part includes managers and employees of the league organization - managers, supervisors, coaches, players and referees working in the national league organization. Twelve people in the qualitative section and 300 people in the quantitative section formed the statistical sample by the available method. The data collection tool in the qualitative part of the interview was semi-structured that the results of this interview were used in the form of a questionnaire with 10 main factors in the quantitative part. SPS software version 23 and PLS version 2 were used to model the structural equations.
Results: Model fit index was reported to be GOF= 0.47. A total of ten factors related to rules and regulations, financial and marketing resources, planning, human resources, international relations, hardware, information technology, brand value, technology, safety and security, respectively, have the greatest impact on the branding of the Iranian Football League.
Conclusion: It is suggested to plan for creating positive experiences, using information technology and the latest technologies in the world, using experts in the framework of laws and regulations, and improving the necessary infrastructure and promoting international relations in the branding of the Iranian Football Organization.
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