Determining the Relationship of Market Orientation and Brand Orientation with Sports Clubs’ Performance

The purpose of this study was to determine the relationship of market orientation and brand orientation with small sports clubs' performance in Isfahan Province and to present the structural equation modeling. The research method was descriptive-analytic and correlation type. For modeling, we used the partial least squares approach. The statistical sample of research was sport businesses including small sports clubs, which were selected by simple random sampling. The results showed that there is a positive and significant relationship between market orientation and brand orientation and the sports clubs’ performance, and the sports clubs’ performance is predicted by market orientation and brand orientation. It seems that businesses seeking to obtain information from customers in order to meet their present and future needs have a better performance. In other words, market orientation is an important predictor for the clubs’ performance. Additionally, businesses following the process of creating and developing the brand have a positive impact on the clubs’ performance. People may be more likely to buy a small sports club in response to a well-known brand.