Designing a Model of Effective Marketing Chaotic Management in Iran’s Championship Sports Development Environment

The purpose of this study was to design a model of effective marketing chaotic management in Iran’s championship sports development environment.

The statistical population of the study consisted of experts and professors of sports management, marketing experts, presidents and vice-presidents of federations, employees of the marketing department of the sports federations and National Olympic Committee, coaches and elite athletes, whose number is 396 based on the available statistics. Based on Morgan’s table, 250 people from the statistical population were selected by the available sampling method and finally, 220 questionnaires were referred to the researchers. The research tool was a researcher-made questionnaire designed for Marketing Chaotic Management, the validity of which was verified by exploratory and confirmatory factor analysis. Its content validity was also confirmed by ten professors of sports management. Moreover, the reliability of the questionnaire was calculated and confirmed by Cronbach's alpha of 0.91. To analyze the research data, descriptive statistics, exploratory factor analysis, confirmatory factor analysis, Pearson correlation, and structural equation modeling were used.

The findings showed that marketing chaotic management in Iran’s championship sports is composed of five factors, including economic and social factors, leverage and chaotic points, sports organization structure, media and public relations factors, and technology and innovations.

It can be concluded that in the chaotic management of sports marketing in all organizations active in championship sports, critical and chaotic points should be determined and the necessary plans should be presented to take advantage of these points and manage them.