Sports Business Journal
Volume:1 Issue: 2, Summer and Autumn 2021

Many thanks to God that we could publish the 2nd issue with 12 articles with his care. Now, we hope that by on-time entering the judging process of the Iranian Ministry of Science, we will be able to respond to the trust of sports management scientists to submit their manuscripts to SBJ. And many thanks from Alzahra University and the scientific community for following all scientific and executive efforts for taking steps to improve the quality of articles and the necessary infrastructure to publish the qualified articles and gain international recognition. Also, we hope to expose qualitative articles of researchers to the world, researchers, and more international cooperation between them. This success will not be achieved except with the cooperation of all our colleagues in conducting and sending quality research related to the specialized scope of SBJ. Also, the efforts of the scientific and executive staff of the journal will continue to meet the legal needs to maintain formal standards and processes as before. We invite experienced and young researchers to submit their quality articles in business in sports to this journal to take more effective steps in this direction and soon indexed in more international databases.

One of the actual reasons for sponsorship is to attract millions to increase the number of consumers. Therefore, this article aims to study the effects of kit sponsorship for football clubs on Nike's corporate value by analyzing price trends.

In this study, price data was gathered from the date of released statements of the football clubs present in the 2019-2020 season of the Premier League. Analyzing the data was conducted by the market Technical Analysis method with three different indicators (RSI-MACD-Moving Average).

The results showed that Nike faced significant changes in the price trend of its stock values. All of these three indicators show an increase in the exchanged volume of stock. The analysis explains its high potential of changing the trend.

 Because of these changes, other companies were interested in being a sponsor for many clubs in any sports field, and it creates a competitive atmosphere between the companies.

The most challenging face of sports entrepreneurship is the need to progress at the same pace as the industry (Hay Dock, 2020). In this regard, sports entrepreneurship in Iran has not yet been able to identify the motivations and needs of entrepreneurs. Therefore, the present study seeks to investigate the factors affecting the entrepreneurial intention of sports science students based on the theory of planned behavior.

This research is applied in purpose and survey type in the data collection method. The statistical population of the present study was sports science students of universities in Yazd province. One hundred twenty students were selected as available in State university, Islamic Azad, Payame Noor, and non-profit universities. The measuring instruments of this study were four standard questionnaires of attitude towards behavior (26 questions), mental norms (6 questions), perceived behavioral control (entrepreneurial self-confidence) (23 questions), and entrepreneurial intention (3 questions), whose validity was confirmed by various researchers.

Findings showed that the dimensions of the theory of planned behavior had a significant relationship with the entrepreneurial intention of sports science students. Also, the regression test results showed that the three dimensions of the theory of planned behavior, including attitudes toward behavior, perceived behavioral control, and mental norms had a significant effect on the entrepreneurial intention of sports students. Also, the results of ranking the dimensions of the theory of planned behavior showed that attitudes toward behavior, perceived behavioral control, and mental norms had the highest priority, respectively. Therefore, it is suggested to pay attention to the dimensions of the planned behavior theory to develop entrepreneurship among sports science students.

 The originality of this article is to use the theory of planned behavior in sports entrepreneurship.

In recent years, tourism, especially sports tourism, has become a rich source of income in many countries. Therefore, identifying the factors that affect the flourishing of sports tourism in a region is the first step for the progression and development of sports tourism.

In this study, a researcher-made questionnaire with 94% Cronbach's alpha was used to identify the factors affecting tourism growth in Guilan Province. Twelve professors of sports management confirmed the validity of the questionnaire. The statistical population consisted of 25 cultural heritage experts, 46 sports specialists, and 600 sports tourists. A census was sampling in the first (cultural heritage experts) and second (sports experts) groups. The third group consisted of sports tourists, namely all those who visited Guilan Province to participate in competitions and watch the fajr decade tournament in 2019. The sample number was considered 460 according to similar studies. The questionnaire was submitted to a group of professors and university experts, and its validity was confirmed. SmartPLS software was employed to analyze the data.

The research results showed that aquatic sport in coastal cities could lead to the prosperity of sports tourism in Guilan Province and turn this province into a hub of water sports tourism. To achieve this goal, sports, welfare, transportation infrastructure, and proper advertisements are necessary.

Many studies have been done on affective factors of sports tourism in Guilan province. These researches show that the natural attractions of Guilan province are the priority of sports tourism development in this region. This study shows that attention to water sports effectively promotes sports tourism in Guilan province. It appears that this is the first research to investigate the potentials of sports tourism in Guilan Province of Iran.

The sports industry is considered an essential economic sector in producing goods and services for sports and developing the national economy.

The research goal was a standardized model of resistance economy based on professional sport. The study participants included specialists and experts in sports management and economics, of whom 15 individuals were selected. G.T.M. has been used, so it must mention the research sampling method was of the theoretical approach in which the data were generated in the process of the study; that is, the data were derived from the analysis of the previous data. Sampling and collection of data continued until the theoretical saturation is reached. The data collection tool included exploratory interviews.

After the completion of the interviews, through the coding process (with 193 open codes, 95 axial codes, and 73 selective codes), the paradigmatic model was derived from the findings of the study, including the six dimensions of the causal conditions, significant categories, strategies, background features, intervening conditions, and outcomes. In general, the integration of the categories based on the existing relationships between them based on the institutionalization of the resistance economy in sport is reflected in the form of a paradigmatic model.

Few studies have been done on resistance economics in professional sports. This study is also unique in terms of using the emerging and Glazer approach.

The current study investigates the effect of social media marketing programs on brand attitudes and consumers' purchase intention of sporting goods in the online retail industry. The case study of this research is Anik online shop.

A researcher-made questionnaire was designed in this research distributed to the research sample after verifying content validity and structure and its reliability. The statistical population in this research includes members of at least one of the Anik brand social media. Data collection was performed by selecting 559 people using a simple nonprobability sampling method. Structural equation modelling was used in the SPSS and LISREL software.

Results showed that all six research hypotheses are acceptable at a 95% confidence level. The study results showed that the social media marketing program has a significant impact on the retail industry of sports products by influencing consumers' attitudes toward the brand and their shopping tendencies.

 Few studies have been done on the social media sports retail industry. Thus, the research results showed us consumers' attitudes toward the brand and their purchasing plans on these platforms.

This research aims to determine the Iranian strategic position with IFE and EFE analysis and present budget development marketing strategies.

The study's statistical sample was selected from 18 expert faculty members in the research field to give a questionnaire. For the investigation of the Collecting Information Agency, during the closed interviews, the answer to the basics of the inventory status questionnaire, which was made in the contents of Mr. et al. (2014), with a reliability coefficient of 0.953, was used (P <0.05). The matrix is used more than the described indices for experiments and data analysis. The Friedman test is used in SWOT adjustment and study.

The findings showed that the current sports industry has eight strengths, 35 weaknesses, 16 opportunities, and 25 threats. Accordingly, matrix analysis in external and internal factors showed that the industry is in WT strategic position. As a result, it is appropriate to use defensive and protected strategies to get out of this situation. The sports organization's proposal uses the model of a pioneering organization, from the strategy of penetration in the mass market, penetration in a particular market, rapid entry into the market, and faster withdrawal from it as maintenance strategies or strategies. Use growth and development to develop the Iranian sports industry.

Authors in this article proposed marketing strategies to prevent the sports industry from dissolving and helping it develop.

The present study investigated the effect of experimental marketing on brand equity and reputation in Tehran Municipality sports venues.

The statistical population includes all users of sports facilities in Tehran Municipality. According to the Morgan table, the statistical sample was 384 customers selected by random clustering. This research tool included Schmidt (2016) Experimental Marketing Questionnaire, Sarmad and Bazargan Brand Value Questionnaire (2005), and Fembran et al. (2019) Brand Reputation Questionnaire. Structural equation modelling test of Smart PLS statistical software was used to analyze the data. According to the results, the path coefficient for the experimental marketing relationship on the brand equity is positive, and the T-value is more than 1.96. Therefore, practical marketing has a significant effect on the brand equity of Tehran Municipality sports venues. Also, the path coefficient for the experimental marketing relationship is positive for reputation, and the T-value is more than 1.96.

As a result, experimental retrieval can lead to the reputation of places and increase their brand value. These factors indicate the need for more attention of managers of sports venues using the current research model and practical use of experimental marketing.

 Finding helps predict customers' behavioral tendencies.

This study examined the role of the German governing body in the country's talent identification and development programs.

This study is based on the German football talent management program and procedure informed by Sandelowski and Barroso's qualitative meta-synthesis.

Governing bodies' supervisory and cooperative roles and reviewing and redefining processes are other issues that can be considered in this direction. Creating a national determination, providing financial resources, and developing knowledge, managerial and technical skills are undeniable necessities in sports development.

 By studying the documents and articles published by the Germans between 2000 and 2021, we were able to identify the details of relationships, processes, and roles. These experiences are valuable for societies seeking to develop talent programs in their sports.

This study aimed to identify and analyze the obstacles of Islamic management in sports venues using the three-pronged model.

The research method was the descriptive survey. The sample consisted of 298 athletes and students of physical education. The research tool was a constructed researcher-made questionnaire with 44 questions; also, the reliability of the questionnaire based on Cronbach's alpha was about 0.95. The results showed that the highest average rank is related to "cultural and social gaps for implementing Islamic management models in sports venues" (10/55). The lowest average was "conflict and contradiction like some sports with the principles of the religion of Islam" (7/25).

The results related to structural barriers showed the highest average ranking related to "lack of facilities, places and sports spaces for women" (9.58). And the least was the "lack of serious and coherent determination and decision of senior managers in dealing with the Islamic management of sports venues" (6/30). The ranking of items related to behavioral barriers showed the highest and lowest mean rank related to "Formation of corruption gangs due to the existence of money and many facilities in professional sports" (8/35). And "some sports became infected with categories such as betting, gambling, etc." (6/16), regarding the originality and initiative of the research and according to the discussion and conclusion of this research, in management based on the Islamic value system. Physical education is an educational process involving the acquisition and processing of developmental motor skills and maintaining physical fitness for health, acquiring scientific knowledge about physical activity and practice, and developing a positive perception and mentality of physical activity to improve human performance and performance.

 This article focuses on the Islamic criteria in sports venues and fitness clubs to encourage Muslim people to participate in sports. Few previous studies have focused on Islamic standards in a sports venue.

Entrepreneurship is a process that plays a vital role in the continuity of national growth and even economic development of the world. Therefore, the goal of the present study was "Analysis the entrepreneurship value chain of sports sciences students in Tehran universities."

The research method in the study was the descriptive – correlative type. The study's statistical population included all professors and graduate students of sports universities in Tehran (N=1000), among whom 270 individuals were selected using stratified random sampling proportionate to volume. The research tool was a researcher-made questionnaire based on a value chain model. Also, path analysis was used by Lisrel to design the model.

The results showed that the basic infrastructure of the sports entrepreneurship value chain directly affected support activities with a path coefficient of 0.67 and executive activities with a path coefficient of 0.53 (P<0.05). Besides, value chain support activities of sports entrepreneurship directly affected executive activities related to sports entrepreneurship value chain with a path coefficient of 0.41 (P<0.05). Due to the direct and indirect impact of basic infrastructure on organizational activities of the sports entrepreneurship value chain, the officials of Tehran universities must take appropriate measures to reinforce the essential infrastructure for graduate students of sports sciences in Tehran universities.

 This article is valuable and unique because it analyzes the Value Chain of Sports Sciences Students in Tehran Universities.

This study aimed to investigate the relationship between sensory marketing and customer satisfaction and loyalty of luxury sports clubs.

The study's statistical population includes all customers of luxury sports complexes and clubs in Mashhad. Using stratified random sampling method and with the help of G-Power software, which is a software for determining the number of samples, 149 people were selected as a statistical sample. The questionnaire with three sections of sensory marketing, loyalty, and satisfaction was used to collect information. This questionnaire contained 13 questions in the sensory marketing section, four questions in the loyalty section, and four questions in the satisfaction section. Each was set as a range of 5 Likert options. Ten professors of sports management confirmed the validity of the questionnaire. Cronbach's alpha also confirmed the reliability of the tool. Spearman test and structural equation modelling in PLS software were used to analyze the data. The results showed a positive and significant relationship between the dimensions of sensory marketing with satisfaction and loyalty. There is also a positive and meaningful relationship between satisfaction and loyalty. Sensory marketing consisting of sensory, emotional, behavioral, mental, and social experiences plays an essential role in customer satisfaction.

The results show that sensory marketing promotes loyalty among athletes in luxury sports clubs by creating satisfaction.

Factors such as the appearance of the product should be considered because aesthetic features affect both emotions and perceptions of quality. sensory marketing, consisting of sensory, emotional, behavioral, mental, and social experiences, has an important role in customer satisfaction.

This study was the design of a fuzzy cognitive mapping model of factors affecting personalized advertising in the sporting goods industry.

The primary research method of this paper, the descriptive-exploratory study, was semi-structured interviews with the informed and expert individuals who were active in the intended domain of the study. Sampling was done using snowball sampling to select participants from among the Specialists in sports marketing, sports brand, and sports industry and university professors in Sports Management, Business Management, Technology management who had the intended characteristics. After conducting 14 interviews and collecting data, the obtained data were coded. After summarizing and theming the issues raised by the experts, seven main indicators and 33 Sub-indices were obtained in personalized advertisements in the sporting goods industry. Then, based on the knowledge of experts, the relationships between concepts were drawn in the form of fuzzy cognition maps. Excel, FCMapper, and FCM EXPERT software were used to draw fuzzy cognitive maps and calculate the related indicators.

According to the table, customer relationship management is the most affected by other factors. Also, the research results showed that Customer Knowledge Management has the most significant impact on the factors of the ad personalization model. Customer relationship management, Clustering customers, and Customer Knowledge Management, respectively, have the highest degree of centrality; this means that they have the most impact on the model.

 In this study, we examined the development of a fuzzy cognitive mapping model of factors affecting personalized advertising in the sporting goods industry that has not been studied so far.