Sport sponsorship from perspective of great industrial companies’ managers

Year 2016, Volume: 18 Issue: 3, 1 - 7, 30.12.2016

İman Mırzaeı Abdolrahman Mehdıpour Tahereh Azmsha

https://doi.org/10.15314/tsed.vi.286846

Abstract

The
objective of this research was to analysis the perspective of great industrial
companies’ managers about effective factors on attracting sponsors in
professional sport. According to this objective, the statistical population of
this study included senior managers of all great industrial companies in
Khuzestan province in Iran. The questionnaire of this study was a scholar-made
questionnaire which its Content validity was confirmed by professors and sport
management experts and its reliability and construct validity were also
examined. In order to analyze the data of this research, exploratory factor
analysis and path analysis methods were used by SPSS and Smart-PLS software.
Exploratory factor analysis demonstrated that there are 4 factors attracting
sponsors and these factors indicated 68/8% of total variance. These factors
were “economic-marketing”, “media”, “legal and juridical” and finally “sport
teams and spectators”. According to the final results of path analysis, media
factor gained the first rank among 4 recommended total factors. Based on the
findings of the present research, it is suggested that officials and managers
of sport teams in order to attract sponsors from industrial companies, should
have special attention to cases such as improve the quality and use of modern
technology in live broadcasting of sport events, spreading media coverage of
sport events, creating and using laws related to TV broadcasting rights, Employing
famous players and coaches in sport teams and attracting more spectators. 

Keywords

Company managers, Smart-PLS, sport sponsorship

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