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Title

OBSTACLES OF ATTRACTING SPONSORSHIP IN THE SPORT INDUSTRY OF EAST AZARBAIJAN PROVINCE

Pages

 Start Page 147 | End Page 164

Abstract

 Sponsorship has become a vital part of funding for a wide range of sporting, artistic, and social events. Sponsorship has been increasing as an element of marketing communications. However, there are OBSTACLES TO ATTRACTING sponsors in the SPORT INDUSTRY. The present study investigates the OBSTACLES TO ATTRACTING sponsorship in the SPORT INDUSTRY of East Azarbaijan Province. The data collection instrument was a highly reliable researcher-made questionnaire (a=0.813). The statistical population of this study was all the managers of factories and private companies, club managers and sport headquarters in East Azarbaijan. The data were analyzed through the descriptive as well as the non-parametric U-Mann-Whitney inferential statistics with P<0.05. The results indicated a significant difference among managers’ views regarding: obtaining tax-exemptions due to economic advertising in sports, being time-consuming, weak transfer of company’s commercials, lack of suitable facilities and advertising locations and lack of financial and working standards. There was no significant difference (P<0.05) among the groups in terms of the other goals. Finally, to attract more sports financial supporters, proper measures should be taken. It is suggested that appropriate plans can be designed in order to attract more financial supporters. This can help promote private companies' attention to sports so that sponsors can contribute their financial support more confidently.

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