نوع مقاله : مقاله پژوهشی
نویسنده
دکتری مدیریت ورزشی دانشگاه مازندران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
Advertising, as one of the most important elements of modern marketing, is the main focus to directing the opinions, attitudes, and expectations of customers, and ultimately occurrence of the behavioral reaction, which is the purchase of the intended product. Hence, this study aimed to evaluate the outdoor advertising costs of the Persian Gulf Pro League and prestigious football clubs in the world. This study is a desk (library) research that is considered to be an applied study in terms of purpose. This is an analytical method of the type of review study. For this purpose, the necessary information can be achieved through library studies, referring to Internet sites such as Persian Gulf Pro League website and Forbes and Deloitte magazine website on the financial reporting of the clubs and the websites of the clubs under study. The population of the study consisted of Iranian football clubs in the 19th league and world’s ten highest-earning football clubs in the 2019-2018 season. The sample included the Iran Pro League and football clubs Real Madrid, Barcelona, Manchester United, Bayern Munich, Manchester City, Paris Saint-Germain, Liverpool, Chelsea, Arsenal, and Tottenham, which were selected in a purposive method. The research instrument in this study was taking notes, tables, and registration form that their classification and exploitation were finally investigated. Then, using the data obtained from the outdoor advertising tariffs of the Persian Gulf Pro League, evaluation and analysis of cost payment and a comparison between the advertisements of Iran Pro League with the top ten highest-paid football clubs in the world were dealt with. The results indicate that the efficiency of the methods employed is the best method of cost allocation in the outdoor advertising of the Persian Gulf Pro League. Therefore, according to the findings of this study, it is suggested that the authorities give outdoor advertising to the Persian Gulf Pro League to the clubs, and each club could increase the statistics to attract investment in this sector.
کلیدواژهها [English]
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