The purpose of this study was to design a comprehensive model for attracting financial sponsors in Iraqi handball using a grounded theory approach. The importance of developing financial support in sport, especially in a discipline such as handball that suffers from limited infrastructure and financial resources, doubles the necessity of presenting an indigenous and practical model. This research adopted a qualitative approach and was conducted through semi-structured interviews with sports managers, marketing experts, coaches, athletes, and potential sponsors. Sampling was carried out using purposive and snowball methods, and interviews continued until theoretical saturation was achieved. Data analysis was performed based on the Strauss and Corbin method through three stages: open coding, axial coding, and selective coding.
The findings indicated that the central phenomenon of the study is the “need for the systematic development of attracting, managing, and retaining financial sponsors in Iraqi handball.” Causal conditions included weaknesses in marketing structures, lack of financial transparency, inefficiency of sponsorship packages, and insufficient interaction between the federation and the private sector. Contextual conditions consisted of economic limitations, lack of adequate infrastructure, weak culture of sports sponsorship, and a shortage of attractive events. Intervening conditions such as the quality of media coverage, the level of league professionalism, government support, and political and social stimuli also influenced this process.
Sahi Al fatlawi, G. S. , Moharramzadeh, M. , Naghizadeh Baghi, A. and nobakht, F. (2026). Proposing a Novel Model for Attracting Financial Sponsors in Iraqi Handball. Research in Sport Management and Marketing, (), -. doi: 10.22098/rsmm.2026.19355.1544
MLA
Sahi Al fatlawi, G. S. , , Moharramzadeh, M. , , Naghizadeh Baghi, A. , and nobakht, F. . "Proposing a Novel Model for Attracting Financial Sponsors in Iraqi Handball", Research in Sport Management and Marketing, , , 2026, -. doi: 10.22098/rsmm.2026.19355.1544
HARVARD
Sahi Al fatlawi, G. S., Moharramzadeh, M., Naghizadeh Baghi, A., nobakht, F. (2026). 'Proposing a Novel Model for Attracting Financial Sponsors in Iraqi Handball', Research in Sport Management and Marketing, (), pp. -. doi: 10.22098/rsmm.2026.19355.1544
CHICAGO
G. S. Sahi Al fatlawi , M. Moharramzadeh , A. Naghizadeh Baghi and F. nobakht, "Proposing a Novel Model for Attracting Financial Sponsors in Iraqi Handball," Research in Sport Management and Marketing, (2026): -, doi: 10.22098/rsmm.2026.19355.1544
VANCOUVER
Sahi Al fatlawi, G. S., Moharramzadeh, M., Naghizadeh Baghi, A., nobakht, F. Proposing a Novel Model for Attracting Financial Sponsors in Iraqi Handball. Research in Sport Management and Marketing, 2026; (): -. doi: 10.22098/rsmm.2026.19355.1544
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