Study of the Reasons for Sponsorship of Football in Iran (A Meta-Analytical Study)

Document Type : Original Article

Authors

1 MA of Sport Management, Islamic Azad University Khoy Branch, Khoy, Iran

2 Assistant Professor of Sport Management, Islamic Azad University, Khoy Branch, Khoy, Iran

10.22098/rsmm.2022.1730

Abstract

Purpose: The aim of the present study was to investigate the reasons for sponsors' support of football in Iran.
Methods: The research method was meta-analysis in nature. The statistical population included all scientific sources reported regarding effective reasons for supporting investment in football in from 2012 to 2020., 11 studies that met the criteria for entering the meta-analysis were selected from the statistical population. Data analysis was performed using CMA2 and SPSS software.
Results: A total of 73 factors were extracted and classified into seven main categories and entered the meta-analysis process. Economic, media and advertising and structural factors would have the highest effect size. The Cohen D index was designated as the effect size index. The result of Cochran test showed the heterogeneity in the size of the research effect; therefore, the size of the combined effect was based on the random effects model which was equal to 0.91 (a large effect size). The results of Rosenthal's Fail-safe N test, Fannel diagram, width of Egger origin and Begg and Masumdar rank correlation coefficient showed no diffusion bias error. Also, the effect size was calculated based on subgroups due to the existing heterogeneity and economic factors had the highest effect size.
 Conclusion: Developing clear and practical rules, using experienced sports managers and removing barriers to the presence of sponsors in football will attract more sponsors and, as a result, will lead to the development of football.

Keywords

References

  1. References

    1. Akmali, V., & Nasiri, M. (2022). Meta-Analysis of Studies of Factors and Barriers Affecting Sports Support in Iran. Sport Management Studies, 13(69), 214-246.
    2. Asagba, B.O. (2008). Perceived Impediments to Effective Sport Sponsorship in Nigeria. International Journal of African & African American studies, 1(1): 67-72.
    3. Askarian, F., Azadan, M. (2013). Barriers to attract sponsors in professional football in Iran. Movement Science and Sport Management Research, 2(4): 59-69.
    4. , A., Papadimitriou, D. (2004). Welcome home: Motivations and objectives of the 2004 grand national Olympic sponsor. Sport Marketing Quarterly, 13: 180-192.
    5. Azadan, M., Askarian., F. Ramezani nejad., R. (2012). Examining the solutions of attracting sponsors in the Iran's professional football. Sport Management Studies, (13): 123-136.
    6. Bennett, G., Lachowetz, T. (2004). Marketing to lifestyles: action sport and generation. Sport Marketing Quarterly, 13: 239-243.
    7. Bennett, G., Lachowetz, T. (2004). Marketing to lifestyles: action sport and generation. Sport Marketing Quarterly, 13: 239-243.
    8. , B. Roy. D. Steinhard., E. (2001). Exploring managers perception of the impact of sponsorship on brand equity. Journal of Advertising, 30(2): 41-51.
    9. , D. (2002). Associating the Corporation with A Charitable Event Through Sponsorship: Marketing the Effects on Corporate Community Relation. Journal of Advertising, 31(4): 77-87.
    10. De Amorim, J. G. B., De Almeida V. M. C. (2015). The Effect of Simultaneous Sponsorship of Rival Football Teams. Braziliamm Administration Review. 12(1): 63-87.
    11. De Magalhães Oliveira D.M.S. (2019). Sponsorship in Sports Marketing: The effects of sports sponsorship on football fans’ sponsor awareness, exposure, attitude, perceived congruence, purchase intentions and simultaneous sponsorship with a rival club. Dissertation of Master in Marketing. Instituto Universitario de Lisoba.
    12. , S. Goddard. J. (2001). The Economics of Football. United Kingdom, Cambridge University Press, First published.
    13. , A., Murray., M. (2007). The strategic sponsorship process in a non-profit sport organization. Sport Marketing Quarterly,16(1): 49-55.
    14. Elahi, A.,Goodarzi, M., Khabiri, M. (2006).Study of the performance of the Professional Football League of the Islamic Republic of Iran and its comparison with the League of Japan".Journal of Movement. 27: 55-71.
    15. A. Sajadi. N. Khabiri. M. Abrishami. H. (2010). Barriers in the development of absorbing revenue from sponsorship in Football industry of Islamic Republic of Iran. Harkat, (1): 189-202.
    16. M., Fallahi. A., Kuzehchian. H., Khabiri M. (2017). Sponsorship for Iran Football Pro-League from the Viewpoints of Sponsor Companies. Sport physiology & management investigations. 8(4): 9-22.
    17. Fallahi A., Ehsani M., Khabiri M., Kuzehchian H. (2017). Sponsoring Iran's Football Pro-League; Sponsorship or Ambush Marketing? Sport Management Studies. 8(36): 57-72.
    18. Fallahi A., Ehsani M., Khabiri M., Kuzehchian H. (2018). A Comprehensive Model for Sponsorship Effectiveness in Iran Football Pro League. Sport Management Studies. 9(41): 37-60.
    19. Fan Y. (2002). Event sponsorship in China. Corporate Communications: An International Journal, 7(2): 110-116
    20. GiKoo Y. (2004). Sport sponsorship match-up effect on consumer-based brand equity: an application of the schematic information process. Unpublished doctoral degree dissertation. Department of sports management, recreation management and physical Florida State University.
    21. , V., Nangir., Taha h. (2014). Meta-analytical application guide with CMA 2 software. Tehran. Jameshenasan publication.
    22. , K. P. Swanson., S. (2003), A model of fan identification: antecedents and sponsorship outcome. Journal of Service Marketing, 17: 275-294.
    23. Hassanpour Ghadi. R., Kalateh Seifari. M., Memarmoghaddam. M. (2020). Determining the interruption factors of sponsor’s sponsorship from football club of premier league in iran. Applied Research of Sport Management,9(2): 65-74.
    24. , H A. (2013). A Practical Guide to Meta-Analysis in Scientific Research. Tehran: SAMT.
    25. , H. Al-Khaja. (2001). Investors opinions about sports marketing in Bahrain. The sport Journal, 4(4):34-51.
    26. , A. (2005). Description of the factors affecting the attraction of financial sponsors for Iranian professional football teams, thesis for obtaining a master's degree, Tarbiat Moallem University of Tehran.
    27. , K.O. Yong. (2008). The effect of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors products. International Journal of Sport Marketing and Sponsorship, 1: 79-94.
    28. , D. (1995). Principles and Practice of Marketing. Boston: McGraw-Hill.
    29. , S, Lawrence., I., Dodds., M., Morris., E., Mahoney, T., Heisey. K., Addesa. F., Hedlund. D. P., Dickson. G., Ghasemi., H., Faruq., A., Naylor., M, Santomier., J. Jr. (2019). The Role of Culture in Sports Sponsorship: an Update. Ann Appl Sport Sci 7(1): 57-81.
    30. Junghagen, S. (2018). Football Clubs as Mediators in Sponsor-stakeholder Relations. Sport, Business and Management, 8(4), 335-353.
    31. Khabiri M., Elahi., A. (2006). Comparison of the situation of the professional football league clubs of the Islamic Republic of Iran according to the UEFA criteria and the selected clubs of Japan, South Korea, UAE and Turkey. Sport Management Studies, 8:15-34.
    32. , R. (2011). Analysis of Sports Financial Support Management of Tehran Based Clubs, Master Thesis, University of Tehran.
    33. , Ph. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, Published by John Wiley & Sons, Inc; Hoboken, New Jersey, USA.
    34. M. Quester. P. (2014). The role of sponsorship fit for changing brand affect: A latent growth modeling approach. Intern. J. of Research in Marketing, 31: 16-29.
    35. H. Lough. N. (2009). Signage VS. No signage: an analysis of sponsorship recognition an women's college basketball Sport Marketing Quarterly, 18: 188-198.
    36. Melovic B., Rogic S., Cerovic Smolovic J., Dudic B., Gregus M., (2019). The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices. Sustainability, 11:6389.
    37. Moharramzadeh M. (2006). Comparative Study of Procedures of Collegiate Sport Marketing in Iran and Turkey. IRPHE, 12 (3) : 93-108.
    38. Moradi Chaleshtari., J., Moradi., M. R., Noroozian Ghahfarokhi., S., Jafari., A. (2013). The Study of Economic Barriers Influencing Foreign Investment Attraction in I.R. Iran Football Industry.Journal of Sport Management, 5(2): 129-147.
    39. M., Akbari Yazdi. H., Elahi. A. (2020). Barriers of Long-Term Relationship between Iran Football Pro League Clubs and Sponsor Companies and Organizations.Sport Marketing Studies. 1(3): 1-25.
    40. , M. T. (2020). The effects of sponsorship on the promotion of sports events. Int. J. Business Innovation and Research, 22(2): 191-207.
    41. Rahimi, V., & Nasiri, M. (2021). Meta-Analysis of Studies of the Causes of Football Spectator’s Riots in Iran. Sport Management Studies, 12(64), 151-72.
    42. , R., Benar., N., Khabiri., M., Kazemnegad., A. Molkakhlagh., E. (2012). Investigation of Effective Factors in Sport Sponsorship Decision Making. Jour of Sport Management, 4(12): 107-126.
    43. , D., Cornwell., B. (2004). The effect of consumer knowledge on responses to event sponsorship. Psychology and marketing, 21: 185-207.
    44. , J., Simonin., B. (2003). Brought to you by brand A and brand B: Investigating multiple sponsors influence on consumers attitudes toward sponsored events. Journal of Advertising, 32(3): 19-30.
    45. , M., Soltan Hosseini., M. Naderian Jahromi., M. (2015). The Evaluation of Iran’s Sport Marketing Development Obstacles. Sport Management Studies, 7(29):13-36.
    46. , M., Soltan Hosseini., M., Nasr Esfahani., D. (2014). The Ranking of the Private Firms' Sponsorship Improving Obstacles from Champion Sport according to Assemble the Result of MADM Methods Using POSET combinational Technique". Sport Management Studies, 21: 149-172.
    47. Soltan Hoseini., M. S., Alidostghahfarrokhi., E., Shabanibahar., GH., Rajabi., M. (2012). Investigation of Attitudes of Managers in Private Companies towards Sport Sponsorship as an Advertising Tool. Jour of Sport Management, 4(12): 23-36.
    48. Seyyed Ameri., M. H., Moharramzadeh., M., Bashiri., M. Hadi., H. (2009). Obstacles of Attracting Sponsorship in the Sport Industry of East Azarbaijan Province. Journal of Productivity Management, 3(10)164-174.
    49. Seyyed Bagheri., S. M., Sharifian Qahramani., E. (2017). Identify and prioritize barriers to private companies' financial support of championship sports. Journal of Research in Sports Management and Motor Behavior, 7(13):55-66.
    50. , M.D. (2009). Sport marketing: A strategic perspective. 4 ed. Upper Saddle River, NJ: Pearson Education.
    51. , B. (2005). Relationships in sport sponsorship: a marketing perspective. Unpublished doctoral degree dissertation. Faculty of Management. University of Johannesburg, 21-45.
    52. Tayebi Sani S.M., Fahiminejad A., Roshan Zamir E. (2020). Identification and analysis of factors affecting the development of professional football in Iran. Journal of Olympic Socio-Cultural Studies. 1(2): 109-146.
    53. Tayebi Sani S.M., Bagheri Q. A., Zarei Matin H., Jondoghi GH. R. (2018). Identifying the most important stakeholders of the Iranian Football Premier League teams. Sport Management Studies. 9(45): 17-34.
    54. Torabi T., Ghorbani M., Bagheri M., Tarighi S. (2016). New methods of financing football clubs in developed countries and the developing countries have a comparative study. Journal of Investment Knowledge.4(13): 217-231.
    55. , G. (2007). Sponsoring sportif (sport sponsorship). Paris: Economica.
    56. , E., Taylor., K., Cuneen., J. (2010). Corporate motives for sport sponsorship at mid-major collegiate athletic departments. Journal of Issues in Intercollegiate Athletics, 3: 119-130.
Research in Sport Management and Marketing
Volume 3, Issue 2
April 2022
Pages 51-65

Files

Share

How to cite

Statistics