Management and Entrepreneurship in Sport

Management and Entrepreneurship in Sport

Development of Sponsors’ Investment in the Iranian Premier League with Emphasizing the Presence of Female Spectators

Document Type : Original Article

Authors
Masoumeh Kalateh Sifary 1
Shahla Gerey 2
Seyed Mohammad Hossein Razavi 1
1 Faculty of Physical Education and Sport Sciences, University of Mazandaran, Babolsar, Iran.
2 Faculty of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iren.
10.48301/jmes.2023.170880
Abstract
Today, there is a direct relationship between the maximum number of spectators in football stadiums and the investment of organizations and companies. The goal of this qualitative study of developing sponsors' investment in Iran's premier football league, emphasizing the presence of female spectators and using the Glaser approach of Grounded Theory. For this purpose, 25 professors and experts aware of the sports marketing selected by targeted and snowball for depth semi-structured interviews and the data were analyzed using a set of open, axiol and selective coding. The results of 8 categories influencing the presence of female spectators in Iran's stadiums, including football attraction, social cultural dimension, development of promotion, promotion of technology, security, physical environment, level Women's income, law, government policies, and religious issues, stated that the development of sponsors' investment It brings internal and external finance and increased turnover, which improves revenue generation in the premier football league; The managers and sports officials of the country can contribute greatly to the development and professionalism of football and sports in the society by relying on the results of this research.
Keywords
Stadium
Female Spectators
Sponsors
Grounded Theory
League
Management and Entrepreneurship in Sport
Volume 1, Issue 1
Autumn and Winter
March 2023
Pages 97-115