نشریه مطالعات بازاریابی ورزشی
سال چهارم شماره 1 (پیاپی 13، بهار 1402)

The present research was conducted with the aim of identifying the obstacles to the presence of Iranian female athletes in sports advertisements. The current research was a qualitative-quantitative type of research. The statistical population of this research included elite female athletes, 17 of them collaborated with the researcher and formed the Delphi panel of the research. In this research, the Fuzzy Delphi method was used to identify the obstacles to the presence of Iranian female athletes in sports advertisements. According to the Delphi panel, the following factors were identified as valid barriers to the presence of Iranian female athletes in sports advertisements: inequality in the media coverage of women's sports, incompatibility with some products, traditional attitudes towards women, the male-dominated cultural structure of the country's sports, Lack of self-awareness in female athletes, religious prejudices, limited coverage of women in advertisements, greater popularity of male athletes. Fuzzy hierarchical decision-making method (FAHP) was used in order to prioritize the effective factors on co-branding. According to the obtained results, religious prejudices are the most important obstacle to the presence of Iranian sportswomen in sports advertising as a validator, followed by the male-dominated cultural structure of the country's sports, the traditional attitude towards women, and inequality in the media coverage of women's sports. They are in the second to fourth ranks. Therefore, it can be concluded from the results that female heroes can work in marketing and introducing brands, and this work is only possible by changing the biased and traditional view of women.

The purpose of this study is to determine the role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz. In terms of research method and method, this research is descriptive-correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. The statistical population of this study includes all customers of Nike brand in Shiraz in an unknown number. Using Cochran's formula, 385 people were selected as a statistical sample by non-random sampling method. Data collection tools were Narwell and Sartel (1990) standard market orientation questionnaire, Carmel's organizational culture and innovation questionnaire (2005) and Schilling Lee (2000) marketing strategies questionnaire. After analyzing the data by SPSS software version 25 and Smart PLS version 3, the research findings show a negative and significant effect of innovation culture on the development of marketing strategy (T-Value = 6.180 and 0.333). - = ß), was a positive and significant effect between innovation culture and market orientation (T-Value = 23.661 and = = 1.011) and a positive and significant effect between market orientation and brand marketing strategy development. In addition, the mediating role of market orientation in the relationship between innovation culture and marketing strategy development was acknowledged. The development of marketing strategies is essential for managers of sports organizations and manufacturers of sports brands.Therefore, the providers of Nike products in Iran should develop market strategies by creating and institutionalizing a culture of innovation in sports stores as well as market orientation.

The current research focuses on two dimensions of curiosity, and the purpose of this research is to create a valid and reliable measurement scale for the specific curiosities of sports fans. Therefore, two studies, study number one (including four stages) and study number two (including two stages) have been used to create a special curiosity scale for sports fans. Research data was collected from two data samples (sample number one including 303 people and sample number two 250 people) and from students, scholars, experts and physical education teachers of Kurdistan province. Exploratory factor analysis and confirmatory factor analysis were used to analyze the data using Imus software. Finally, three factors consisting of 15 questions were obtained for the final scale. Factor one (specific information, 9 questions), factor two (general information, 3 questions) and factor three (information about sports facilities and facilities, 3 questions). The specific curiosity of the sports fan has the potential to help us better understand why and how fans become loyal sports fans. Also, it can affect different fans and non-fans and can be combined with previous research and help to better understand the behavior of sports fans. The existing study is an important step to better understand fan-specific curiosity and its impact, but more work is still needed to achieve a full understanding.

The aim of the current research was to identify the strengths, weaknesses, opportunities and threats of hosting the Syzem World Games in Iran. The research method is descriptive and it was carried out in a field-library format. The statistical population of this research included high, middle and basic managers of the Ministry of Sports and Youth, the General Staff of the Armed Forces, the National Olympic Committee, sports federations, athletes and experts in the field of military sports. The sample was randomly selected from the community. SWOT matrix was used in order to formulate the strategies of getting the hosting of Sizm games in Iran. The results indicate that the conditions for receiving the hosting of the World Syazm Games in the Islamic Republic of Iran are located in the WO (conservative) region in terms of strategic location. WO strategic area or conservative strategy is a situation among the four strategic areas where the organization is faced with external opportunities and internal weaknesses, and in this situation, external opportunities should be used to eliminate the weakness. Use internal ones. Considering the strategic position of hosting the Sizm event in the WO region, it is suggested to the officials of Sizm sports to use the upcoming opportunities to eliminate internal weaknesses in the field of hosting the Sizm event.

Today, commercial brands can introduce their brand and products to millions of viewers by advertising around the playground, or at least encourage them to visit their website (Kazemipour et al., 2020). In fact, companies try to communicate the positive emotions resulting from sports competitions to their brand, and by advertising in sports events and connecting the value and excitement of these games, a positive feeling towards their advertising and as a result to their brand. to create This positive feeling strengthens the position of the brand in the minds of consumers and increases the probability of purchase (Rashidzadeh et al., 2014). Brand awareness is the first stage of familiarizing an audience with the brand. Brand awareness is one of the points that perhaps most of the world's famous and popular brands are well familiar with and new brands are trying to achieve. But brand awareness can be very useful for brands that are still unknown or people are not very familiar with it (Asadollahi et al., 2021). In many studies, the effect of advertising on brand awareness, brand value and customers' purchase decisions has been discussed. In this regard, Asadollahi et al. (2021) found in a study that there is a positive and significant relationship between advertising tools and brand identity and the commitment of sports consumers in football. According to the said content and the attention of the media and viewers to the referees and their performance in the Premier League football matches, and also considering that there has been no research on the commercial role of football referees, and in order to develop the findings in this field, the researcher Looking for an answer to the question, does advertising on the uniforms of Premier League football referees have a role in brand awareness among television viewers?In terms of its nature and purpose, the current research is applied and in terms of implementation, it is placed in the category of pre-test and post-test quasi-experimental research. The statistical population of the research was the television viewers of the premier football league in 2022. Sampling in this research was among the people who watch Premier League soccer games on TV. That is, one of the criteria for entering the study is the answer to the question of whether they watch Premier League games on television or not. If the answer is positive, the sample was included in the research process. It should be noted that the questionnaire was presented in two stages. One stage before the start of the Premier League and two weeks before the start of the Premier League from 1 June 2022 to 15 June 2022 and the second stage 2 months after the start of the Premier League, the second stage questionnaire was distributed and collected. The financial sponsor of the referees of the Premier League in the season of 2021-2022 is Pars Oil Company, and the brand awareness of this company should be investigated. The sampling method was available sampling, 30 people were selected and placed in the research experimental group. The data collection tool required for the research is a standard 16-question brand awareness questionnaire by Fereydoni and Kalate (2016) with 5 components (product type, product availability, mental associations, audience engagement and understanding of brand value) on a five-point Likert scale. (from totally disagree score 1 to totally agree score 5) In this research, the opinion of the experts regarding the research questionnaire was made and they confirmed the validity of the research tool. Also, in order to check the reliability of the tool, Cronbach's alpha test was used and it was confirmed at a high level (above 0.7). In this research, in order to describe the data, descriptive statistics and frequency, frequency percentage, and central and dispersion indices were used, and at the level of inferential statistics, dependent t-test was used with the help of SPSSv22 statistical software.The results of the research showed that there was a significant difference in the components between the pre-test and the post-test, which shows the effect of advertising on the clothes of the Premier League referees on brand awareness among television viewers. The results of the conducted research indicate that some companies producing global products have also taken advantage of the popularity of the football game and by paying huge sums of money, they ask football players to use the products of these companies, whether in the field of sports life or to use it outside, so that the fans of that particular player or his respective club will also be led to use these products, which confirms the results of the present research. According to the results of the present research as well as the research literature, it can be said that football is one of the sports that has no end and the popularity of this sport is increasing day by day. Considering that football is an important sport, as a result, referees of the Premier League are also an important part of the football competition and their mistakes or sensitive decisions can affect the match, so advertising on the clothes of the referees of the Premier League can be Be effective in the eyes of the audience and viewers. According to the results of the research, it is suggested that in order to improve the awareness of the brand of the contracting parties with the football referees' committee, these advertisements should also be carried out at the level of the provincial games. Also, in order to improve the awareness of the brand of the companies contracting with the football referee committee, advertising should be done on the personal pages of the referees in the virtual space, and in order to improve the engagement of the audience, the selected products of the companies should also be included on the clothes.

The tourism industry has grown explosively in the 21st century and has found a special place in the gross domestic product (GDP) and economic growth of countries. Sports tourism is an important part of the tourism industry and has various types. In recent years; Active sports tourism has grown increasingly in international tourism markets. Therefore; the purpose of this research was strategic analysis in order to develop Iran's active sports tourism at the international level. The research methodology was mixed (qualitative and quantitative). In order to identify the strengths, weaknesses, opportunities and threats surrounding Iran's active sports tourism, interviews and library research were used. In this research, in-depth interviews were conducted with 37 experts and the working group of experts was used to analyze, formulate and evaluate strategies. The findings showed that weak marketing is the most important weakness, the existence of many attractions of active sports tourism is the most important strength, the high value of international currencies in Iran is the most important opportunity, and USA sanctions are the most important threats to active sports tourism in Iran at the international level. Digital marketing, viral marketing and influencer marketing are three modern marketing methods in the development of the tourism industry, which should be used well in order to increase the active sports tourism market share of Iran in the international market.

The change in income generation of clubs, increasing income and strengthening the relationship with fans, clubs and sports organizations has led them to look for new sources of more profitability, one of these ways is the development of sports branding. The purpose of this research is to present a qualitative model of the development of sports branding with a meta- synthesis technique of various meta-study methods and CIPP model.

In this research, by applying a systematic and meta- synthesis approach, the results and findings of previous researchers have been analyzed, and by performing the seven steps of the Sandlovski and Barroso method and the CIPP model, the factors affecting the development of sports branding have been categorized. .

Based on the coding of the data with the CIPP pattern, 4 main components, 10 concepts and 51 codes have been extracted. The critical evaluation method is used to measure the quality control of the present study.

Brand expansion makes a new product quickly recognized and accepted by consumers. Success in the development of branding while developing export markets also adds to the international prestige of countriesBased on the output of the model obtained from this research, it can be concluded that sports managers and marketers consider the development of sports branding as one of their main goals and make more efforts to expand it.