حامد گلمحمدی

Nowadays, the prominent role of the customer in the global arena reveals the urgent need for proper management of customer relationships. This has led to a new shape of CRM known as Social CRM. This study analyzes data from 384 customers of sports facilities in the East Azerbaijan province of Iran using the structural equation model (SEM) approach. The findings revealed that the SEM used is a strong theoretical model for social CRM capabilities, customer-oriented management system (COMS), and social media technology use (SMTU). Moreover, the social CRM capabilities have a significant impact on customer relationship performance. From an academic perspective, this study helps to understand the experiences of customers of sports facilities during their interaction on social media and focuses on long-term customer relationships. From a sports management perspective, sports facilities should use the insights created through social CRM capabilities to guide effective sports marketing strategies toward customer relationship performance.

Sport startups are a specific form of new business venture that enters the market in a fast manner. There has been more emphasis on sport startups due to the need to capitalize on innovations particularly digital types in the global business environment. This study examines the challenges physical education students face in using advertising to foster the growth of emerging sports startups. Using triangulation, we collected data through mixed methods. The findings indicate significant financial barriers, such as high start-up costs and insufficient initial capital, that limit students' ability to invest in their businesses. Additionally, a lack of understanding of sports marketing principles and the rapid pace of advertising technology evolution hinder effective promotional efforts. Social and cultural barriers, including low community awareness and trust in new entrepreneurial ventures, further limit market access for sports startups. The intense competition with established brands requires high levels of innovation and creativity, areas in which students often lack experience and skills. These findings emphasize the need for comprehensive support systems, such as financial aid, improved educational programs, and mentorship, to provide physical education students with the necessary tools to successfully navigate the competitive sports business landscape. This research provides valuable insights to improve the growth and success of sports startups using advertising.