| Analysis of The Role of New Technologies in Sports Marketing With A Focus on Sponsorship in Iranian Football |
| Paper ID : 1054-SPORTCONGRESS (R1) |
| Authors |
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Narges Rafiei *1, Davood Nasr Esfahani2 1CorresponPhD, Department of Sports Management, Isf.C, Islamic Azad University, Isfahan, Iran 2PhD, Department of Sports Management, Isf.C, Islamic Azad University, Isfahan, Iran |
| Abstract |
| Abstract: Introduction and problem statement: With the expansion of digital technologies and social media, the paradigm of sports marketing and sponsor attraction is changing. This study analyzes the role of these technologies in redefining marketing strategies and attracting sponsorship in Iranian football. Research Method: The present study adopts a Grounded Theory approach. Data were collected through semi-structured interviews with 15 club managers and sports marketing experts. The interviews were designed to allow participants to freely share their experiences and perspectives. The data were analyzed using constant comparative method, a key technique in Grounded Theory. Initially, open coding was applied to the data, followed by the categorization of similar codes, and finally, the identification of core themes and concepts. This process allowed for the identification of emerging patterns and insights regarding the role of new technologies in sports marketing and sponsorship. Findings: The results of the study indicate that new technologies, particularly social media platforms, digital tools, and data analytics, play a crucial role in attracting and retaining sponsors. These technologies continuously evolve and significantly impact interactions between football clubs and sponsors, targeted advertising, and the measurement of investment effectiveness. Additionally, direct and personalized interactions with audiences were highlighted as key features of new technologies in sponsor engagement. Conclusion: This study suggests that the strategic use of new technologies can strengthen relationships between football clubs and sponsors, increase investment levels, and contribute to the overall growth of the Iranian football economy. The findings provide both theoretical and practical implications for club managers and sports marketers, offering insights into how digital capabilities can be leveraged to maximize sponsor engagement and investment effectiveness. |
| Keywords |
| Keywords: New technologies, sports marketing, sponsorship, Iranian football, Grounded Theory. |
| Status: Abstract Accepted (Poster Presentation) |
