Sports Marketing

Sports venues and complexes are among the most important sports venues in the community. For this reason, these places should be planned according to aesthetic and technical characteristics. It's not enough to just exercise. The main purpose of the present study was to investigate the relationship between aesthetic dimensions and customer loyalty of gyms and a case study of Ardabil city.The method of this research is descriptive survey, in terms of practical purpose and is done in the field. The statistical population of this study consists of all visitors to Ardabil sports halls. The method used to sample this research is that due to the possibility of access to all these sports halls in Ardabil city, and in these places, the choice of customers was random, which was selected using Morgan's table of 384 people. . In order to collect the required data, Razavi et al.'s (2011) aesthetic dimensions questionnaire and Randall's customer loyalty questionnaire (2005) were used. The results showed that the dimensions of color, light, harmony, form, space and environment are effective in customer loyalty to sports venues and there is a significant relationship between aesthetic aesthetics and customer loyalty to sports venues (P <0.05) and direct existence. And with the improvement of the aesthetic dimension in sports venues, customer loyalty to sports venues will increase.

The purpose of this study was to identify barriers to the development of the electronic-marketing in the sports industry. The present study is a correlational and applied one. The statistical population consisted of 203 individuals including university faculty members, experts, managers of sport federations, members of sport federations board, and experts in e-marketing. The available non-random sampling method is also used in this research. Moreover, data collection tool was a researcher-made questionnaire that was extracted from two external articles. Besides, ten experts in sport management confirmed the validity of the questionnaire. The reliability of the questionnaire was likewise calculated using Cronbach alphas test. Confirmatory factor analysis and structural equation modeling were used to analyze the questionnaire data. The results showed that sports marketing barriers were cultural and social, technical, legal and organizational, high cost, limitation of government support, lack of information, low skills of staff and finally security threats. It is suggested that the policy makers of the country's sports industry consider these barriers before developing strategies for developing e-marketing capabilities.

The purpose of this research is to develop a strategic marketing plan for the Lifeguard and Diving Federation of the Islamic Republic of Iran. The current research is a mixed study with the strategic approach. By conducting a combined method including expert opinion, review of valid documents, and using some matrices related to the formulation of a strategic plan, the formulation of a strategic plan for the marketing of the Lifeguard and Diving Federation has been discussed. The research participants included 15 members of the Board of Directors of the Lifeguard and Diving Federation, managers and sports marketing specialists. In quantitative phase, the measurement tool consisted of a researcher-developed questionnaire that was designed and adjusted using the Delphi method. According to the final score of the evaluation matrix of internal factors (2.47) and the evaluation matrix of external factors (2.44), it was determined that the strategic marketing position of Lifeguard and Diving Federation was in the WT position. The results of SWOT analysis have led to the formulation of 3 SO strategies, 3 ST strategies, 3 WO strategies, and 4 WT strategies. 13 strategies to fulfill the mission of the long-term marketing goals of the federation have been developed and an operational plan has been prepared for each of them. It was concluded that the lifeguard and diving federation needs to use defensive strategies and close to the competitive area (ST) in the field of action. 

Purpose : The purpose of conducting research was the effect of information and new technologies in attracting customers to sports venues in Kermanshah province. Method : According to the official statistics of the medical board, about 40,000 people are mentioned in the province's sports statistics community. The present research is applied research that is descriptive in terms of strategy and survey in terms of implementation. Data collection was done by field method and through a questionnaire. The statistical population was all customers of sports facilities in Kermanshah province. Based on Cochran's formula, 560 people were selected as a statistical sample. To collect information, Moghimi's (2010) mixed marketing questionnaires were adapted, and information technology and attracting research-made customers were used. The structural equation path analysis method was used to analyze the findings. Findings : Findings indicate that the fit of the structural model of t-coefficients for all research relationships greater than 1.96 can be confirmed by the appropriateness of the fit of the structural equation model. Conclusion : In general, it can be acknowledged that the combination of marketing and the use of information technology directly affects the process of attracting customers to sports venues, so it is recommended that managers use these strategies to highlight the competitive advantages of sports venues through the use of space. Put physical and virtual on the agenda.

The current study was conducted to identify the impact of artificial intelligence on sports marketing (applications and limitations). This research is a sequential mixed-methods study (qualitative-quantitative). The participants in qualitative phase consisted of 15 sport management experts who were interviewed. In the quantitative section, the statistical population included members of the sports management academic community that was selected through random sampling approach. Kolmogorov-Smirnov test, confirmatory factor analysis, and path analysis were used in the quantitative part of the study. The structural equation method with partial least squares method was used to measure the validity of the model, and the research hypotheses. According to the results of the study, there are 8 effective factors of artificial intelligence applications in sports marketing, including predicting sales and prices of sports products/services, identifying revenue growth opportunities, automating sales processes of sports products/services, personalized recommendation systems through analyzing customer behavior of sports products/services, tracking satisfaction with sports products/services, and advertising. Additionally, there are 5 factors identified as limitations of artificial intelligence in sports marketing, including limited understanding of human elements, concerns about data privacy, costs, and technical issues. The findings can help sports marketers to better utilize artificial intelligence for better delivery and customer satisfaction of sports products and services.

Every year, a lot of money is spent on building new sports facilities, however, in recent years, paying attention to the needs of customers and responding to their demands in order to attract them, is one of the most important and necessary tasks. And the goals of organizations have changed the purpose of this research is to investigate the effective factors in attracting customers of sports venues by combining marketing and new technologies. The current research is an applied research. The statistical population of this research is made up of customers of sports venues in Kermanshah and Kurdistan. According to Morgan's table, 384 were randomly selected as a sample from among the customers of multi-purpose sports facilities. In order to collect information, mixed questionnaires of residential marketing (2009) and researcher-made questionnaires were used. After confirming the formal and content validity of the questionnaires by experts, reliability was calculated through Cronbach's alpha, respectively. The structural equation method was used to analyze the findings. In general, it can be acknowledged that the marketing mix and the use of information technology have a direct effect on the process of attracting customers to sports venues. Paying attention to the findings, the average of the elements of the marketing mix obtained is higher from the average. It means that the mixed elements of marketing are more than average, so it is recommended that managers, by using these strategies, highlight the competitive advantages of places through the use of physical and virtual space, as a result, customer loyalty is vital for the success of the organization. It is usually more expensive to attract new customers than to keep existing customers. Therefore, it is suggested to maintain loyal fans as a competitive asset, and one of the ways to strengthen this is through establishing a sincere, appropriate and strong cooperative relationship between service providers and beneficiaries.