Document Type : Original Article
Authors
1
PhD student in Sports Management, Faculty of Sports Sciences, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran.
2
Assistant Professor, Department of Sports Management, Faculty of Physical Education and Sport Sciences, Imam Reza International University, Mashhad, Iran
3
Associate Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Babel Branch, Babel, Iraq
4
Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
5
Associate Professor, Department of Sport Sciences, Faculty of Sports Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
Abstract
Purpose: The aim of the current research was to investigate the dual interaction of sports marketing strategies and organizational performance of the clubs of the Premier League of Iraqi Football.
Method: This applied research was based on structural equation modeling (SEM) and was carried out in a descriptive-inferential way. The statistical population of the research included all the chiefs, executive directors, marketing and communication managers, technical managers and supervisors of the clubs of the Premier Football League of Iraq, numbering 151 people. Using the total number sampling approach, 151 questionnaires were distributed among the statistical population and analyzed By SPSS26 and PLS3 software. In order to collect data, questionnaires of sports marketing strategies (El Momeni et al., 2019) and organizational performance (Hersi and Goldsmith, 1980) were used.
Results: The results showed that there is a positive and significant relationship between sports marketing strategies and all its components with organizational performance (P<0.05) and 82% of changes in organizational performance are related to the components of sports marketing strategies.
Conclusion: The results showed that the marketing and marketing methods of competitions and tournaments can better predict changes in organizational performance and the more the heads of Iraqi Premier football League clubs focus on their sports marketing strategies and improve these strategies, the more the teams organizational performance will increase.
Keywords
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