Oral Presentation

Paper ID : 1178-SSRC

¹PhD Student in Sports Management, Faculty of Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad Iran.

²Associated Professor, Department of Sports Management, Faculty of Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad Iran

The purpose of this study was to identify and level the factors affecting the attraction and retention of sponsors in sports with an interpretive structural approach (ISM). The statistical population of the research in the qualitative part includes scientific and experimental experts in the field of marketing and financial support in sports who have operational and research experience in attracting financial sponsors in sports and in the quantitative part includes a selection of officials of sports federations, clubs The Premier League sports as well as the sponsors of the clubs, the total number of which is equal to 300 people. The statistical sample in the qualitative section was determined using the snowball method of 15 people and in the quantitative section using the Morgan table formula 169 people were selected by simple random sampling. Data collection tools in the qualitative part of library studies and interviews and in the quantitative part of the researcher-made questionnaire from the qualitative part of the research consisted of 52 questions in 7 dimensions. The validity of the instrument was confirmed by experts and convergent and divergent validity, and also the reliability of the research instrument was confirmed at a high level due to Cronbach and Guttman alpha coefficients (above 0.7). Data analysis in the qualitative part was performed using thematic analysis method of interview and interpretive structural analysis of ISM and in the quantitative part of the data collected through a questionnaire using descriptive and inferential statistical methods. The findings of the qualitative section showed that the factors affecting the attraction and retention of sponsors in the country's sports from the perspective of experts with 52 items were in two general categories of factors affecting the attraction and factors affecting the retention of sponsors. Findings of structural equations showed that the model of attracting and retaining sponsors in the country's sports has a favorable fit.

Attraction and retention; Sponsors; Sports; Interpretive structural approach