Designing an Evaluation Model of Marketing Management in Iran Sport Federations

The aim of this study was to design the evaluation model of marketing management in Iran sport federations. The statistical population included all sport management faculty members of physical education faculties, managers of sport federations and experts who were familiar with sport marketing (N=520). On the basis of Morgan Table, 220 subjects were selected as the sample by simple random sampling method. To achieve the goals, a researcher-made questionnaire was used. The face and content validity of the questionnaire was confirmed by 12 sport management experts and its construct validity was studied and confirmed with confirmatory factor analysis. The reliability was calculated in a pilot study with 30 subjects as 0.78. For data analysis, descriptive and inferential statistics including Kolmogorov-Smirnov, Bartlet test, KMO, confirmatory and exploratory factor analysis by AMOS and SPSS software were used. Findings showed 10 factors played a role in evaluating marketing management in sport federations: capability, sponsors, customers, process, financial, creativity, planning, intangible assets, effectiveness, and advancement respectively. Also, the achieved model had a good fit.