1کارشناس ارشد، مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران
2دانشیار، مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران
چکیده
پژوهش حاضر با هدف مدلسازی جذب حامیان مالی در ورزش قهرمانی هندبال کشور انجام گرفت. تحقیق از نوع توصیفی-پیمایشی است. جامعة آماری پژوهش شامل صاحب‌نظران (کارشناسان فدراسیون هندبال، رؤسای هیأت‌های هندبال و ورزشکاران باسابقة هندبال)، متخصصان بازاریابی ورزشی، مدیران لیگ‌های برتر هندبال آقایان و بانوان و مدیران و کارشناسان فروش و بازاریابی شرکت‌های حامی مالی موجود لیگ و مسابقات هندبال در سطح کشور به تعداد 206 نفر بود و براساس تعداد گویه‌ها، به‌عنوان نمونه انتخاب شدند. ابزار تحقیق، پرسشنامة محقق‌ساخته بود که روایی آنها با استفاده از نظر متخصصان و پایایی آن نیز از طریق ضریب آلفای کرونباخ (96/0α=) تأیید شد. برای چگونگی توزیع داده‌ها از آزمون کولموگروف-اسمیرنوف(K-S) استفاده شد. یافته‌های تحقیق حکایت از آن دارد که 5 عامل اقتصادی، اجتماعی-فرهنگی، محیطی، رسانه‌ها و ارتباطات و مدیریتی-ساختاری به‌ترتیب شاخص جذب حامیان مالی در ورزش قهرمانی هندبال را به‌صورت معنا‌دار و مثبت پیش‌بینی کردند، بدین‌ترتیب و با توجه به ضرایب به‌دست‌آمده مدل نهایی پژوهش تأیید شد. همچنین نتایج نشان داد که مدل پیشنهادی، از نکویی برازش برخوردار است و موجب جذب حامیان مالی می‌شود. بر این اساس مدیریت فدراسیون هندبال کشور لازم است که به این 5 مؤلفه توجه ویژه کرده و زیرساخت‌های لازم در این فدراسیون را به‌ویژه با توجه به شرایط و نظام اقتصادی کشور فراهم سازد و در پی ایجاد فضای رقابتی بر آن باشد.
2Associate Professor, Sports Management, Faculty of Physical Education, Al-Zahra University, Tehran, Iran
چکیده [English]
The purpose of this study was to making a model for attraction of sponsors in Iran’s handball championships. The research was a descriptive survey. The statistical population of this study consisted of experts (handball experts, heads of handball teams and handball senior athletes), sports marketing specialists, managers of super leagues former and women handball players, and experts in sales and marketing of existing sponsoring companies of the league and handball competitions in the country. The number of them was 206 and were selected as sample based on the number of items. The research instrument was a researcher-made questionnaire whose validity was confirmed by experts and its reliability was confirmed by Cronbach's alpha coefficient (α = 0.96). The Kolmogorov-Smirnov test (K-S) was used for distributing data. The findings of the research indicate that five factors of economic, social, cultural, environmental, media and communication and management-structural, respectively, predicted the attraction of financial supporters in the sport of the handball championship in a meaningful and positive way. Thus, according to the co-efficient. The final model of the research was approved. Also, the results showed that the proposed model is fit for use and attracts sponsors. Accordingly, the management of the handball federation of the country needs to pay special attention to these five components and provide the necessary infrastructure in this federation, especially with regard to the conditions and economic system of the country, and it is imperative that as soon as possible, and looking for a competitive atmosphere.
کلیدواژه‌ها [English]
Attract, sponsor, championship sport, handball
مراجع
Bachleda C, Fakhar A, & Elouazzani Z. [Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship]. Sport Management Review. 2016 Jun;19(3):293-305.
Bagheri SM, & Sharifian E. [Identifying and Prioritizing Obstacles to Private Companies Sponsorship of Sport Championship (In Persian)]. Two Research Papers in Sport Management and Motor Behavior. 2017 Spring and Summer;7(13):55-66.
Bonar N, Ramezaninezhad R, Khabiri M, Malekakhlagh E, & Kazemnezhad A. [Designing a Selection Model for Sports Support in Iran (In Persian)]. Journal of Management and Development of Sports. 2012;1(1):75-86.
Crompton JL. [Proximate development: an alternate justification for public investment in major sport facilities?]. Managing Leisur. 2014; 19(4):263-282.
Ehsani M, Abu Darda Z, & Eghbali M. [Investigating the causes of lack of sponsorship of sponsors from the professional sport of ladies in Isfahan (In Persian)]. Journal of Motor Sciences and Sports. 2008;6(12):111-120.
Ellahi A, Sajjadi SN, Khabiri M, & Abrishami H. [Obstacles to the Development of Funding Income in the Football Industry of the Islamic Republic of Iran (In Persian)]. Sport Management. 2009;1(1):189-202.
Falahi A, Ehsani M, Khabiri M, & Kouzechian H. [Comprehensive Model for the Effectiveness of Supporting the Iranian Football League (In Persian)]. Sports Management Studies. 2017;9(41):37-60.
Golalipour F, Mehrazin H, Brahman MA, & Momeni Yansari E. [The study of barriers to financial support of private companies in the field of women's professional sport in Golestan province (In Persian)]. The First National Conference on Sport and Education in Iran. 2015.
Hematinezhad MA, Bonar N, & Moradisharaf H. [Analysis of the motivating factors of sport support in Hamedan province (In Persian)]. Applied Research in Sport Management. 2016;19(3):79-91.
Henseler J, Wilson B, & Westberg K. [Managers perceptions of the impact of sport sponsorship on brand equity: Which aspects of the sponsorship matter Most?]. Sport Marketing Quarterly. 2011;20(1):7-21.
Hyun BT, & Whitehill KK. [Exploring the consequences of brand credibility in services]. Journal of Services Marketing. 2011;25(4):26-72.
Jamaat Kh. [Obstacles to financial support for sport in the companies of Kaveh Industrial City (In Persian)]. Sport Management and Motion Detection Research Journal. 2016 Spring and Summer;12(23):53-64.
Javadipour M. [Challenges of Championship Sport Management in Iran (In Persian)]. Sport Management Studies. 2015 Augest;(30):13-34.
Keshavarz L, Farahani A, Mousavi Jahromi Y, & Farazian, F. [Factors Influencing Private Sector Behavior to Invest in Professional Sport and Provide Template (In Persian)]. Organizational Behavioral Organizational Management Studies in Sports. 2015;2(8):45-56.
Memari F, & Torkfar A. [Governmental and media barriers in attracting sport industry sponsors from the viewpoint of Hormozgan province executives (In Persian)]. The First National Conference on New Achievements in PHysical Education and Sport, Chabahar International University; 2015 Sep.
Monazemi M, Alam Sh, & Shetab Bushehri SN. [Determining the Factors Affecting the Exercise and Sporting Women of the Islamic Republic of Iran (In Persian)]. Sport Management. 2011;(10):151-168.
Nieplowicz M. [The use of the balanced scorecard in the implementation of the strategy to support the development of sport and recreation in the city of Lublin]. Quantitative Methods in Accounting and Finance. 2015:95-103.
Rajabi M, Sultan Hosseini M, Razavi MH, & Hosseini SE. [The role of media and sports audiences in attracting private sector investment in sporting championship (In Persian)]. Sport Management Studies. 2012;(13):93-106.
Rashid lamir A, Khabiri M, Goodarzi M, & Jalali Farahani M. [Patterns of Intra-Organizational Factors Affecting the Attraction of Sponsors in the Sports of the Country's Ships (In Persian)]. Physiology and Management Studies in Sports. 2017 Summer;9(2):85-99.
Razmara T, Hosseini K, Abdi S, & Nazari H. [Evaluation of effective methods of sports marketing from the viewpoint of managers of educational institutions of Kurdistan province. (In Persian)]. The First National Conference on Sport and Education;
Salimi M, Soltan Hosseini M, & Nasr Esfahani D. [Prioritizing the Barriers to the Development of Private Sponsorship of Private Athletics Championship Based on Summarizing the Results of MADM Techniques Using POSET Integration Techniques (In Persian)]. Sport Management Studies. 2013 Feb and March;(21):149-172.
Shank MD, & Lyberger MR. [Sports marketing: A strategic perspective]. Routledge. 2014 Oct 3.
Sharifi Gharouh E. [Barriers to Sport Sponsorship in Faraman Industrial Town, Kermanshah (In Persian)]. National Conference on Sport Sciences with a Health, Social Welfare, Entrepreneurship and Heritage Approach. 2016 winter.
Sobati Z. [Identification and Prioritization of Barriers to Attracting Women's Volleyball Women's Supporters in Tehran (In Persian)]. Second National Conference on Physical Education and Sports, International University of Chabahar; 2016 Sep.
Uhrich S, Koenigstorfer J, & Groeppel-Klein A. Leveraging sponsorship with corporate social responsibilit Journal of Business Research. 2014;67(9):9-2023.
Walker M, Kaplanidou K, Gibson H, Thapa B, Geldenhuys S, & Coetzee W. [Win in Africa, with Africa social responsibility, event image, and destination benefits, The case of the 2010 FIFA World Cup in South Africa]. Tourism Management. 2013 Feb;(34):80-90.
Zhang JJ, Lam E, Cianfrone BA, Zapalac RK, Holand S, & Williamson DP. [An importance performance analysis media activities associated whit WNBA game consurnption]. Sport Management Riview, In Press, Connected proof. 2010.
