Evaluating and Comparing the Effectiveness of Sport Sponsorship in Selected Teams of Football Premier League of Iran

The aim of this study was to evaluate and compare the effectiveness of sport sponsorship among selected teams of football premier league of Iran. Population of this study consisted of fans of three teams (Esteghlal, Persepolis and Tractor) in football premier league. Since the population was unlimited, sample size was determined by a formula as 216 subjects for Esteghlal team, 245 subjects for Tractor and 291 subjects for Persepolis. Smith’s questionnaire was used to collect the data. Its validity was approved by six sport managers and its reliability by chronbach’s alpha coefficient (α=0.73). In sum, 751 questionnaires were returned and analyzed. Skewness and kurtosis of data showed that data distribution was normal. Data were analyzed by descriptive (mean and standard deviation) and inferential (one sample t test to examine the effectiveness of financial sponsorship, ANOVA to compare the effectiveness of financial sponsorship in the selected teams and Scheffe post hoc test) statistics. Results showed that sport sponsorship was effective in the selected teams. There was a significant different in the effectiveness of financial sponsorship among the selected teams. Club managers are recommended to improve those effective factors that increase fans’ attendance and to inform other financial sponsors and those companies interested in sport financial sponsorship about the results of the researches on the effectiveness of financial sponsorship.