Document Type : Research Paper
Authors
1 PhD student of Sport Management - Marketing and Media Management, University of Tehran
2 Associate Professor, Department of Sport Management, University of Tehran
3 Professor of Sport Management, Faculty of Physical Education, University of Tehran, Tehran, Iran
4 Assistant Professor of Sport Management, University of Tehran, kish International Campus
Abstract
Attention to the development and expansion of student sport plays an important role in enhancing student participation in sport, developing athletic talent, and promoting a healthy and active lifestyle. Student sporting events, despite their high advertising potential, do not receive much financial support. Therefore, this study aimed to investigate the role of financial support in promoting the status of student sport in Iran and presenting a model of sport financial support in student sport events.
A researcher-made questionnaire based on the three-branch analysis model (Mirzaei Ahrangani) was divided into three groups of structural, behavioral and contextual factors based on Likert's 5-point scale. Face validity, construct validity and reliability of the questionnaire (Cronbach's alpha 0.9) were confirmed. Statistical population was sponsors, coaches and sport authorities of the country which completed 254 questionnaires.
The results showed, respectively, structural dimensions: marketing, information technology, legal and legal systems (0.984), context: political-managerial, mass communication (0.965) and behavioral: educational-managerial, sport promotion Student (0.960) is effective in sponsoring student sport events. Therefore, the adoption of governor laws, ongoing communication with organizations, and empowering student-athletes in marketing will play an important role in attracting financial support.
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