Sports Marketing Agility: Identifying Antecedents, Consequences and Its Impact on Organizational Performance with the Moderating Role of Market Turbulence (Case Study: Majid Sports Brand (Merooj))

In the present study, for the first time, the antecedents and consequences of marketing agility in the field of sports and its impact on performance were investigated. The statistical population of this research consisted of 280 sales and marketing staff of Majid Company. To determine the number of sample members, two methods of Cochran's formula for limited society and 10-fold rule were used, and 162 people were considered as sample members. To collect the data using the random sampling method, a researcher-made questionnaire with a five-point Likert scale was distributed among the sample members and 162 questionnaires were received. Structural Equation Modeling was used to analyze the data, and the results showed that marketing intelligence, training and development, and marketing planning are Antecedents and drivers for sports marketing agility. Also, sports marketing agility has a significant effect on new product advantage and innovation capability, and these two variables are the consequences of sports marketing agility. Company performance is another consequence of sports marketing agility, which new product advantage and innovation capability also have a significant effect on performance, and finally, market turbulence moderates the relationship between sports marketing agility and company performance. In general, according to the research findings, sports marketing agility is one of the new marketing methods that successful sports companies can use to maintain and improve their competitive position. Finally, practical suggestions were provided to managers of sports companies and future researchers.