Document Type : Original Article
Authors
1
PhD student in Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2
Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3
Department of Sports Sciences, Tehran East Branch, Islamic Azad University, Tehran, Iran
10.22098/rsmm.2024.14300.1303
Abstract
Purpose: This research aimed to identify the factors affecting the team brand experience and sponsor brand experience in the Iran Football League.
Method: In terms of exploratory-applied purpose, the present research is part of descriptive-survey research in terms of implementation method; In terms of the place of data collection, it was a field library and in terms of the method of qualitative research, it was the Glazerian method. The research population comprised 18 academic and executive experts of the Premier Football League of Iran. The sampling method was targeted and available.
Results: Based on the results of the qualitative data analysis from the interview, the experience of the team brand in the Iran Football League in the form of 4 dimensions, including the role of the club (4 concepts), the image of the team brand (2 concepts), The role of sports officials (2 concepts) and maintaining the team brand (2 concepts) is also the experience of the sponsor brand in Iran Football League has 4 dimensions, introduction of the sponsor brand (2 concepts), organization of the sponsor brand (3 concepts), promotion of the sponsor brand (5 concepts) and sponsoring brand institutionalization (2 concepts).
Conclusion: It is recommended that clubs improve the values they provide to their fans by offering seasonal discounts, enhancing communication with players, increasing media relations, and other similar measures that demonstrate their values.
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