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Al-bujasim, Zeyad mohammed atiyah, saatchian, vahid, Alfatle, Raad Abdulameer Fenjan, Mahmoudi, Ahmad, Jalali, Khosro. (1404). Investigating the Impact of Sports Marketing Strategies and Organizational Performance in Iraqi Premier League Clubs. سامانه مدیریت نشریات علمی, 6(2), 58-72. doi: 10.22098/rsmm.2025.15920.1411
Zeyad mohammed atiyah Al-bujasim; vahid saatchian; Raad Abdulameer Fenjan Alfatle; Ahmad Mahmoudi; Khosro Jalali. "Investigating the Impact of Sports Marketing Strategies and Organizational Performance in Iraqi Premier League Clubs". سامانه مدیریت نشریات علمی, 6, 2, 1404, 58-72. doi: 10.22098/rsmm.2025.15920.1411
Al-bujasim, Zeyad mohammed atiyah, saatchian, vahid, Alfatle, Raad Abdulameer Fenjan, Mahmoudi, Ahmad, Jalali, Khosro. (1404). 'Investigating the Impact of Sports Marketing Strategies and Organizational Performance in Iraqi Premier League Clubs', سامانه مدیریت نشریات علمی, 6(2), pp. 58-72. doi: 10.22098/rsmm.2025.15920.1411
Al-bujasim, Zeyad mohammed atiyah, saatchian, vahid, Alfatle, Raad Abdulameer Fenjan, Mahmoudi, Ahmad, Jalali, Khosro. Investigating the Impact of Sports Marketing Strategies and Organizational Performance in Iraqi Premier League Clubs. سامانه مدیریت نشریات علمی, 1404; 6(2): 58-72. doi: 10.22098/rsmm.2025.15920.1411

Investigating the Impact of Sports Marketing Strategies and Organizational Performance in Iraqi Premier League Clubs

Research in Sport Management and Marketing
مقاله 5، دوره 6، شماره 2، 2025، صفحه 58-72    اصل مقاله (707.85 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2025.15920.1411
نویسندگان
Zeyad mohammed atiyah Al-bujasim1؛ vahid saatchian* 2؛ Raad Abdulameer Fenjan Alfatle3؛ Ahmad Mahmoudi4؛ Khosro Jalali5
1PhD student in Sports Management, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran
2Assistant Professor of Sports Management, Imam Reza International University, Mashhad, Iran
3Associate Professor of Sports Management, Babel Branch, Babel, Iraq
4Assistant Professor of Sport Management, University of Tehran, Tehran, Iran
5Associate Professor of Sport Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
چکیده
Purpose: The aim of the current research was to investigate the dual interaction of sports marketing strategies and organizational performance of the clubs of the Premier League of Iraqi Football.
Method: This applied research was based on structural equation modeling (SEM) and was carried out in a descriptive-inferential way. The statistical population of the research included all the chiefs, executive directors, marketing and communication managers, technical managers and supervisors of the clubs of the Premier Football League of Iraq, numbering 151 people. Using the total number sampling approach, 151 questionnaires were distributed among the statistical population and analyzed By SPSS26 and PLS3 software. In order to collect data, questionnaires of sports marketing strategies (El Momeni et al., 2019) and organizational performance (Hersi and Goldsmith, 1980) were used.
Results: The results showed that there is a positive and significant relationship between sports marketing strategies and all its components with organizational performance (P<0.05) and 82% of changes in organizational performance are related to the components of sports marketing strategies.
Conclusion: The results showed that the marketing and marketing methods of competitions and tournaments can better predict changes in organizational performance and the more the heads of Iraqi Premier football League clubs focus on their sports marketing strategies and improve these strategies, the more the teams organizational performance will increase.
کلیدواژه‌ها
Marketing Strategies؛ Organizational Performance؛ Soccer league؛ Iraq
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