Analyzing and Prioritizing Brand Extension Success Factors in Football Clubs from the Experts' Viewpoints

The aim of this study was to analyze and prioritize the brand extension success factors in football clubs from the experts' viewpoints. The method of the study was descriptive and analytical. The statistical population consisted of university professors with expertise in sport and brand marketing, members of marketing committee of Football Federation and the managers of the football clubs. Sampling method was theoretical. Totally, respondents included 11 sport management professors, 3 business management professors, 4 club managers and 3 members of marketing committee if the Football Federation (n=21). Interview was used in factor identification phase and pairwise comparisons questionnaire was used in the prioritization phase. AHP method was used to prioritize factors. The results showed that according to the experts' viewpoints, brand equity, rules, fans’ team identification and marketing actions were the success factors of brand extension in football clubs. Brand equity factors that affected brand extension of the clubs included factors associated with team (success, star player and head coach), organization (club history, league level and sponsor) and market (geographic area, media coverage and competition level). Marketing actions included fitness, quality and proper promotion.