درخت حوزه‌های تخصصی

Digital marketing provides new opportunities for sports organizations to engage their audience. The current research aims to compile the Model of Digital Marketing in Iraqi Handball based on the qualitative paradigm model which is an approch of the grounded theory (GT) methodology. Semi-structured interviews were conducted with 20 participants who were sport management schoolars, experts in Iraqi handball, and online marketers. The data was analyzed using three coding phases. The findings revealed 79 concepts, 23 sub-categories, and 5 categories. The results showed a comprehensive framework for digital marketing in Iraqi handball that can significantly improve the current practices. The framework highlights strategies for content creation, social media engagement, data analytics, and audience targeting that resonate with fans. Adopting this digital marketing paradigm can strengthen relationships between Iraqi handball organizations and their audience by increasing awareness of their brand, enhancing interaction with audiences, increasing income opportunities, improving fan experience, and enhancing data insights.

Purpose: High-intensity interval training (HIIT) is an effective training method for improving the aerobic and anaerobic power of athletes; however, the role of activity volume in high-intensity interval training efficiency is still unclear. Therefore, in the present study, the effects of low- and high-volume HIIT on aerobic power, anaerobic power, and lactate response in young soccer players were compared. Method: In this study, 24 professional soccer players aged 20 to 22 who had no history of illness or taking supplements were chosen and randomly assigned to two groups of high-volume and low-volume HIIT. High-intensity interval training was completed for eight weeks. Training sessions included 5 min of warm-up, the main training phase, and cooling down. The training phase in the first week included 8 repetitions of 15 s of running with maximum power and 15 s of rest. Every week, the number of repetitions was increased by two. High-volume interval training was conducted for six sessions per week while low-volume interval training was performed for three sessions per week. After the training intervention, aerobic power was measured using the one-mile running test, and anaerobic power was evaluated using the Running-Based Anaerobic Sprint Test (RAST). Moreover, the level of blood lactate resulting from the RAST test was also measured using a lactometer. To statistical analyses repeated measure ANOVA was used. Results: Blood lactate levels were reduced by 12% (p=0.001) in the high-volume interval group and by 10% (p=0.001) in the low-volume interval group in response to exercise. In addition, statistical analysis revealed that the blood lactate levels in response to exercise after 8 weeks of training were similar in both groups. On the other hand, despite the rise in aerobic and anaerobic power in both groups, there was no significant difference in aerobic and anaerobic power between the high-volume and low-volume groups after eight weeks of interval training. Conclusions: Overall, the findings of the present research indicated that high-intensity interval training will reduce lactate and increase aerobic and anaerobic capacity, regardless of the training volume.