Document Type : Research Paper


1 M.Sc. Sport Management, Danesh alborz university, Qazvin, Iran

2 Sport management department, Sport management research center, Sport Science Research Institute, Tehran, Iran


The purpose of this study was to investigate and analyze the factors affecting the development of marketing in students' sports. The systematic qualitative research method was conducted using semi-structured interviews. The research community comprised all the officials, directors, assistants and leading teachers of Tehran sport. The sampling method was purposeful, which in total, the researcher achieved theoretical saturation with 13 interviews. Findings of the research indicated that in track of Elli causes as up people student and basing student sport for islomic republic of Iran, in track of Contextual conditions motivation causes and development barriers and interferer conditin human and managment causes was important causes. Base of results, first we need to increase the knowledge and knowledge for the development of sports schools and to assess the status quo and challenges in order to be able to The second step reduces the constraints and increases the motivators by identifying and analyzing the strengths and weaknesses, and opportunities and challenges. It also contributed to the implementation of sports schools by presenting and employing solutions such as economic, social, human and managerial factors. When sports, especially at such a level, are faced with marketing development, capital will also enter this part of the sport, and so it will be possible to boost student sport.


Main Subjects

  1. Bernthal. M. J., Sawyer. L. L. (2013). The importance of expectations on participatory sport event satisfaction: an exploration into the effect of athlete skill level on service expectations. The Sport Journal. 7(3).
  2. Fleck. N, Geraldine. M., Zeitoun. V. (2014). Brand personification through the use of‌ spokes people: An exploratory‌ study‌ of ordinary employees. CEOs, and celebrities featured in advertising. Psychology and Marketing. 31(1): 84–92.
  3. Ghiamirad. A., Moharamzadeh. M. (2007). Comparative study of income generation methods of Karate Federation of Iran and Japan. Quarterly Journal of Research in Sport Sciences, 17: 89- 100. (Persian).
  4. Ghiamirad. A. (2006). A Study of Modern Karate Marketing Techniques in Iran, Master Thesis. Urmia University. (Persian).
  5. Hasanlo.m.(2014) The role of parents in identifying talent and guiding students to their favorite sport. The Second National Conference on Sports Talent Identification.Tehran. (Persian).
  6. Kazybayeva. A. M., Satkaliyeva. T. S., & Nurgalieva. K. O. (2014). Forming strategy and‌ long‌- term‌ marketing program of brand management. Life Science Journal. PP: 32- 37.
  7. Lozano. M., Valles‌. J. (2007). March, an analysis of the implementation of an environmental‌ management system in a local public administration. Journal of Environmental management, 82(4): 495- 511.
  8. Merrilees. B., Rundle. S., Lye. A. (2011). Marketing capabilities: Antecedents and implications‌ for‌ B2B‌ SME performance. Industrial Marketing Management, 40(3):368- 75
  9. Moharramzadeh, M. (2004). Study of the methods of marketing of academic sport, study of the opportunity study, Turkey. 1(15): 122- 134. (Persian).
  10. Moharramzadeh. M. (2009). Sports Marketing Management. First Printing, Urmia: Jihad University Press. (Persian).
  11. Najafzadeh. MH, Najafzadeh. F., Rostami. M., Morseli. J. (2012). Investigation and identification of some factors affecting the development of women's sports marketing in West Azarbaijan province. Journal of Productivity Management, 5(20): 127- 144. (Persian).
  12. Pits. B. G, Stotlar. D. K. (2013). Fundamentals of sport marketing. Fitness Information Technology. Morgantown
  13. Qayyamirorad. A. (2006). A Study of Modern Karate Marketing Techniques in Iran, Master Thesis, Urmia University. (Persian).
  14. Rajabi. H. (2013). Designing sport marketing‌ model‌ for‌ National Olympic Committee of the Islamic Republic of Iran. Phd Thesis, Faculty of Physical Education‌, University‌ of‌ Tehran. (Persian)
  15. Rajabi. H, Sajjadi. S.N., Goodarzi. M., Hamidi. M. (2013). Explain strategies to promote the‌ sports‌ marketing of National Olympic Committee. (Persian).
  16. Shabani- Bahar. Gh, Izadi. A, Goodarzi. M, Henry. H. (2017). Development of Strategic Marketing Strategy for Iranian Soccer League Premier League Clubs by SWOT. Applied Research in Management, 6(2): 21- 34. (Persian).
  17. Vafaei Moghadam. A, Dousti. M, Fakhri. F, Jafari.  M (2017) Obstacles to sport development in Mazandaran province schools, Journal of Sports Management and Motor Behavior, 14(28), 167-182. (Persian).
  18. Zarrinjouy Alvar. S, Mahmoudi Meymand. M, Albunimi. I, Samiyye Nasr. M. (2018). Designing and Explaining the Internal Marketing Model of Free Zones of Iran. Novin Marketing Research, 8(2): 1- 18. (Persian).