Sponsorship for Iran Football Pro-League from the Viewpoints of Sponsor Companies

This study aimed at identifying and prioritizing the most important criteria to select clubs for sponsorship, sponsorship communication tools and audience of sponsors. The sequential exploratory mixed method (qualitative and then quantitative) was used. 16 marketing managers of sponsors present in pro-league clubs were interviewed. The analytic hierarchy process (AHP) was used to prioritize the factors. Interview analyses showed 7 important criteria to select clubs for sponsorship. Sponsorship communication tools and sponsorship target audiences were in 7 categories. AHP results showed that “media coverage” (0.260) and “managers’ personal relationship” (0.216) were the most important criteria to select clubs for sponsorship. “Using media coverage advantages” (0.243) and “exposure to attendees” (0.207) were the most important communication tools of sponsorship. “General public” (0.217) and “product market (existing customers and potential customers)” (0.202) were the most important target audience of sponsors.