Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Designing a Smart Marketing Mix Model for the Development of Non-Traditional Sports: A New Approach to Sports Marketing

Document Type : Excerpt from doctoral thesis

Authors
Nazila Sicheh li 1
Hakimeh Niki Esfahlan 2
Hossein Gharehbiglo 3
1 PhD student in Business Management, Marketing major, Ajab Shir Branch, Islamic Azad University, Tabriz, Iran.
2 Assistant Professor, Department of Business Management, Aras Branch, Islamic Azad University, Hadishahr, Iran.
3 Assistant Professor, Department of Business Management, Ajab Shir Branch, Islamic Azad University, Tabriz, Iran.
JABM.3.2.15564.35997452174
Abstract
This research was conducted with the aim of “designing and explaining a sports marketing model for marketing non-traditional sports with a mixed approach”. First, ten main categories were identified using a qualitative method (in-depth interviews and coding), which include: marketing strategies for specific sports, the role of social media in marketing, international collaborations, advertising and advertising strategies, barriers to marketing non-traditional sports, target market and customer analysis, sports marketing modeling, education and awareness in marketing, physical infrastructure and cultural challenges in marketing specific sports. Then, using Smart PLS software and distributing a 5-option Likert questionnaire among 384 managers and owners of non-traditional sports clubs, all research hypotheses were confirmed. The results showed that specific strategies, the use of social media, targeted advertising and international collaborations have the greatest impact on the sports marketing model. Also, identifying obstacles and analyzing the target market carefully, along with training and strengthening physical infrastructure and culture building, are considered key factors for success. The findings are consistent with previous studies in the field of sports management and emphasize the need to develop comprehensive advertising programs, stakeholder participation and the use of technological tools. This research offers suggestions such as holding specialized campaigns in cyberspace, forming a working group to remove obstacles and establishing joint international events, and finally, by referring to the administrative and cultural limitations, it has presented solutions for the future development of non-mainstream sports.
Keywords
Sports marketing
non-mainstream sports
advertising strategies
social media
education and culture building

Subjects

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Journal of Intelligent Marketing Management
Volume 5, Issue 1 - Serial Number 23
Spring 2024
Pages 418-449

  • Receive Date 20 April 2024
  • Revise Date 08 May 2024
  • Accept Date 30 May 2024