Document Type : Original Article
Authors
1
PhD student in sports management, Damghan Branch, Islamic Azad University, Damghan, Iran
2
Department of Sports Management, Damghan Branch, Islamic Azad University, Damghan, Iran
3
Assistant Professor, Sports Physiology Department, Damghan Branch, Islamic Azad University, Damghan, Iran
10.22098/rsmm.2026.15661.1397
Abstract
Purpose: All organizations must adopt marketing-based approaches to survive and develop in line with today's global developments. This research was conducted to formulate the marketing development model of sports associations and with a case study of martial sports associations. Method: The research method was a descriptive survey. The statistical population of the research included experts related to the subject. For sampling in the qualitative part, the purposeful sampling method and the snowball technique and in the quantitative part, the random sampling method, and to determine the minimum sample size, Morgan's table was used, and according to the unknown number of the research population, the minimum number of samples 384 people were considered. Study and investigate the objectives of the research. A semi-structured, in-depth interview and the Delphi method were used in the qualitative part to identify the influential factors. In the quantitative part, a questionnaire made by the researcher from the qualitative part was used to determine the significant factors in the development of the marketing of the martial arts federation (association). valuate martial sports. Results: The results showed 12 factors, including managerial and planning factors, improving processes, Creativity, attention to intangible assets, advertising and media, attention to customers, advances, cultural values, marketing techniques, and Manpower. There are the private sector and supporters, and finally, structural factors as influential factors in developing martial arts federation marketing (military sports associations). Conclusion: Finally, using the research results to create marketing for martial sports associations is suggested.
Keywords
)