Poster Presentation

Paper ID : 1864-SSRC

¹Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

²PhD student in Sport Management, College of Farabi, University of Tehran, Iran

Sports, extending beyond the realm of competitive games, encompass a potent economic and cultural phenomenon that can serve as a successful instrument for bolstering the branding and marketing efforts of companies. Companies can establish enduring and effective relationships with their customers by utilizing sponsorship strategies. It is generally accepted that sports sponsors seek more visibility in the media, and hence sponsor attraction strategies focus on improving media advertising; however, it can be different in religious societies. This research aimed to develop a framework for sponsorship for championship sports teams in religious societies, considering the Qom Province in Iran. The research was conducted using the interpretative paradigm and employed the thematic analysis method. The sampling method employed was purposeful, utilizing specific criteria to select experts from the scientific, executive, and sports fields in Qom province. These experts were chosen for interviews with a focus on their familiarity with sports investment. Participants were engaged in semi-structured, in-depth interviews. Data was analyzed based on Castleberry and Nolen's (2018) five steps, including compiling, disassembling, reassembling, interpreting, and concluding. In addition, a thematic network was created based on the semantic similarities of various themes and the relationships between the concepts. The sponsorship framework for championship sports teams in religious societies comprises four main components. The fundamental part of the framework entails a shift in fundamental assumptions, specifically the recognition of sports as a valuable entity. To effectively support sports, three categories of measures—programmatic, operational, and social—should be taken at an average level. These measures align with the two paradigms of sponsor disclosure and sponsor concealment. Ultimately, the fourth part of the model focuses on maintaining long-term relationships with sports sponsors. Based on the findings, it can be said that in religious societies like Qom Province, for the successful attraction of sponsors, sports must be converted from a trade subject to a holy issue, which needs to change fundamental assumptions.

Religious context; disclosure of sponsors; hiding of sponsors; media spectacle