Analyze the management principles of sponsors of commercials in sports fields

The purpose of this study was to analyze the management principles of sponsors of commercial advertising in sports fields. This research is an applied research in terms of result and purpose, a descriptive-correlational research in terms of research strategy, which was conducted in the field. The statistical population of the study includes all CEOs, marketing and sales managers of sponsors companies with commercial advertisements in sports fields in the fields of football, volleyball, wrestling, futsal, karate and taekwondo, chairmen of marketing committees of sports federations, CEOs of Premier League clubs in the fields Football, basketball, volleyball and futsal in the 98-97 season and university specialists and professors in the field of sports marketing (230 people). Van Heirdon (2004) Sponsorship Principles Questionnaire was used to collect data. In data analysis, descriptive statistics were used to classify the data, and in testing the research hypotheses, confirmatory factor analysis models were used in Amos software and one-sample t-test in SPSS software was used. Findings showed that the principles of sponsor management, marketing and communication, the coherence of the elements of marketing communication around financial support as the principles of financial support for advertising in sports stadiums and stadiums are acceptable. Also, the results of confirmatory factor analysis showed that the model of sponsors' goals is sufficiently appropriate. It is important for sponsors to follow their principles in the sporting event, so advertising should be done in accordance with their principles and values, and this is very effective in attracting and retaining sports sponsors.