Prioritizing the Barriers to Attracting Professional Sport Sponsorship in Alborz Industrial City (Qazvin Province)

The aim of the current study was to prioritize those barriers to professional sport sponsorship in Alborz industrial city. This study was descriptive-survey in terms of data collection and applied in terms of objectives. A 2-sectional questionnaire (32 items) was used; the first part was devoted for demographic features of the subjects and the second part was related to the sponsorship factors. The face validity of the questionnaire was confirmed by 8 experts and its reliability was calculated by Cronbach alpha test (0.84). The statistical population consisted of the owners and senior managers of the industrial companies (especially big industries). Due to the limited number of the statistical population, census sampling method was used. To analyze the data, descriptive (frequency tables and charts) and inferential (confirmatory factor analysis) statistics were used. The results showed that the most important barriers were economic (T=7.21), management (T=6.93), law (T=6.31), social (T=5.47) and cultural (T=4.64). The senior managers in sport field are suggested to try their best to consider the results of this study in their macro decisions and to obviate the barriers in this arena and to provide long-term interaction with the owners of the industries.