Identification of the effective factors on marketing and fundraising in the National Olympic Committee of Iran

Document Type : Original Article

Authors

1 Department of Physical Education, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Department of Physical Education, Islamic Azad University - Qazvin Branch, The City of Qazvin, Iran.

10.22098/rsmm.2024.14389.1308

Abstract

The goal of research was to identify the effective factors on marketing and fundraising in the National Olympic Committee of Iran. This qualitative research is considered to have investigative characteristic and a type of applied research. The statistical population of research included experts and elites of the nation's sports industry, managers and heads of National Olympic Committee, members of marketing committee, and professors of sporting marketing. The sampling process was purposeful and snowball which reached saturation after 15 interviews. Data analysis was done based on open, axial and selective coding using MaxQDA software. After the open and procedural coding of the interviews, the researcher presented the counted factors in the form of causal and underlying conditions. Based on the consequences of variation categories and scientific actions increment, facilitating the investment path by the media, reviewing and improving financial-economic programs, promotion of management and support skills, identifying the economic examples of investors in sports and creating a margin of safety for investment as the categories of causal conditions and the development and dissemination of sports, modeling and development of investment programs, the role of Broadcasting organization in appealing investors, substructure of monetizing in sports and the existence of cognitive-social platforms were recognized as the underlying conditions of marketing and fundraising in the National Olympic Committee of Iran. The results exhibited that various factors are effective on marketing and fundraising, so it is recommended that the discoveries of research should be outlined in marketing activities in the National Olympic Committee of Iran.

Keywords

Research in Sport Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 02 March 2024

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