Diesigning Model of Sport Sponsorship Decision Making in Iran

The purpose of this study is, Diesigning Model of sport sponsorship decision making in the country The statistical populations consist of 134 sponsors who sponsored sport teams in super leagues which were active. Researcher – made questionnaire was used to collect data which its content and face validity was confirmed by 10 management and sport management teachers and 5 experts of sport sponsorship. Coronbachs Alpha coefficient was used to test the reliability of the sport sponsorship objective questionnaire. sport major selection questionnaire sport sponsorship evaluation questionnair and marketing communication mix questionnaire by 43 sport sponsors. The concealment factors of sport sponsorship decision making have been identified by exploratory factor analysis with a varimax rotation and Finally, due to Path analysis, the model of sport sponsorship decision making of Iran has been made. The result indicated that, 12 factors making clear the sport sponsorship decision making of IRI. Exploratory model indicated that sport major selection and marketing communication mix factors are independent factors and sport sponsorship evaluation is as a intermediary factor, also the sport sponsorship objective is as a respond factor. Sport major selection has the most effect to sport sponsorship evaluation with (0/48) so sport sponsorship objective with (0.42). Therefore suggest to try for increasing of sport teams and event quality for maintaining of sport sponsors and satisfied them.