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In scientific marketing models, attention is the main step in the effectiveness of advertising. That's why, competition over attention to advertisement has been of prime importance for the sponsors and marketers. However, sport marketing research has not yet been able to gain a proper understanding of the factors that influence the viewer's attention to advertising while watching a sport event. Different methods of data collection and using different evaluation tools can also help managers and sponsors make the right decisions. This semi-experimental research has compared the methods of evaluating TV viewers' attention to advertising through sport. For this purpose, 60 targeted sampling in the form of two groups of women (n = 30) and men (n = 30) watched the football match between Esteghlal and Persepolis in a laboratory site. While samples were watching the football match, meantime designed advertisements were presented too, the viewer's eye information was stored by the eye tracker in the form of fixation and duration. In addition, at the end of the test, the participants' attention to advertising was evaluated using an attention questionnaire. Analysis of the findings showed that in evaluation of the viewer's attention to advertising by questionnaire; there is no difference between males and females. But in both of Eye Tracking variables, females paid more attention to advertising than males. Also, the correlation between the results of the questionnaire and the Eye Tracker was not significant. Finally, in order to achieve new results and to develop the advertising industry, as well as identifying the factors affecting the effectiveness of advertising, it is better to use neuromarketing tools as a complement to other methods of data collection (questionnaire, interview, observation).

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The main purpose of this study was to Designing a model to stimulate demand for sports in Iranian society. In so doing, a sequential exploratory mixed methods research was used. Thus,  the data were collected in two phases: In the qualitative section, using the grounded theory method, through a semistructured with 16 managers and university experts, the data were collected and obtained using the Strauss and Corbin systematic design with MAXQDA, demand stimulation codes and components. The questionnaire was designed based on the findings from the qualitative stage. In order to validate the model, the newly developed questionnaire was administered through the participation of 384 managers, experts and athletes of the entire Iranian community and showed the research findings. The highest predictor of demand stimulation model is related to process strategy with a value of 0.78 and the lowest percentage is related to the axial phenomenon with a value of 0.51. Also the validity of the research model, Structural equations were measured through the model indices, the results of which indicated an acceptable fit for all the mentioned indices.
 

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The purpose of this study was investigating the impact of digital marketing on Competitiveness of Sports Businesses (sports clubs in Rasht) through competitive intelligence and entrepreneurship This research was descriptive-correlational in terms of type, applied purpose and field implementation method. The statistical population of the present study was all managers and coaches of sports clubs in Rasht. Statistical sample According to the method proposed by Barclay et al. (1995) to determine the minimum sample in structural equation modeling was used. To generalize the sample to the research community, 220 questionnaires were distributed among managers and coaches of sports clubs in Rasht and 196 questionnaires were analyzed. SPSS and SMART PlS have been used to analyze the data. Findings showed that digital marketing has a direct and significant effect on competitiveness, competitive intelligence and entrepreneurship. Also, competitive intelligence has a direct and significant effect on competitiveness and entrepreneurship. entrepreneurship has a direct and significant effect on competitiveness. According to the research findings, club managers can use the positive effects of digital marketing along with using the advantages of competitive intelligence and entrepreneurship to increase the competitiveness of their business in order to increase customers, increase profitability and productivity of the club.

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The outbreak of Covid-19 disease has had several effects on the sports industry in general and championship and professional sports in particular. One of these effects was the one-year postponement of the 2020 Tokyo Olympics as the world's largest sporting event. The main question of the present study was whether the postponement of the Tokyo 2020 Olympics is an opportunity or a threat for our country's sports caravan? In order to answer this question, grounded theory qualitative research method was used. Grounded theory includes several styles that were used in this study through the emerging finding of Glaser (1992) in data analysis. Sources used include interviews with athletes, coaches, veterans, experts, experts, and officials, as well as news and documents published on reputable Internet portals, including the International Olympic Committee website, the National Olympic Committee website, and the website of the Olympic Games Federations of the Month. 2019 to March 2020. Logical induction method was used to analyze the data during three stages of open, axial and selective coding. The results indicate that a total of 92 independent initial marks were generated in the extracted codes. These signs were then classified into 38 signs due to their multiplicity, which was based on conceptual and semantic similarity. As a result, sub-symptoms were classified into 12 sub-categories. Among these, two main categories of opportunities and threats of postponing the Tokyo 2020 Olympics emerged. Opportunity codes include 6 items (maintaining the health of athletes and people, increasing fitness, earning quotas, improving injuries, coherent planning, increasing youth experience) and also codes identifying threats of postponement of the Tokyo 2020 Olympics include 8 items (physical and mental injuries, disorder). In the training program, there was a decrease in the level of performance, athletes' injuries, athletes' retirement, uncertainty of quotas, coaches' contracts, financial difficulties). According to the results, the one-year postponement of the Olympic Games due to the outbreak of the Corona virus can be considered an opportunity for athletes to gain more experience and plan by the federations and the International Olympic Committee, which can increase the chances of the country's athletes winning medals Upgrade.

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The aim of this study was to investigate the effect of ethical values ​​on social entrepreneurship, the mediating role of capital, psychological capital and benevolent marketing. The present study was applied in terms of purpose and quantitative and structural equation modeling research. The statistical population of the present study was all customers of sports clubs in West Azerbaijan province. The sample size was estimated using 360 Morgan sampling table. The research instruments were five questionnaires: personal information, social entrepreneurship, ethical values, psychological capital and benevolent marketing. The face and content validity of the research tool was confirmed by a group of expert professors. SPSS and Smart PLS software were used to analyze the data. The results showed that moral values ​​have a significant effect on benevolent marketing, psychological capital and social entrepreneurship. Benevolent marketing has a significant effect on social entrepreneurship. Psychological capital also has a significant effect on social entrepreneurship. It was found that ethical values ​​have a significant effect on social entrepreneurship through benevolent marketing. Finally, the results showed that ethical values ​​have a significant effect on social entrepreneurship through psychological capital. Given that one of the most important factors that can improve social entrepreneurship in sports clubs is the creation of special working groups to establish effective communication between donors to use common potentials.

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The purpose of this research was to investigate the environmentally friendly behavior of active sports tourists visiting Bushehr beach sports tourism destinations for beach and water sports. The research sample consisted of 102 active sports tourists who were selected by available method and completed the research questionnaire. The research tools included questionnaires of Eco-friendly compliance, Eco-friendly policy, Eco-friendly disposition and word-of-mouth advertisement by Kontojiani and Kotoris (2014). Frequency and percentage indices were used for descriptive statistics and structural equation modeling was done using PLS3 software in the inferential statistics section. The results showed that the Eco-friendly compliance of sports recreation centers providing coastal sports tourism services has a significant effect on the word-of-mouth promotion of active sports tourists, and also the Eco-friendly policy among sports tourists has a significant effect on the Eco-friendly disposition. Eco-friendly disposition did not have a causal relationship with the word-of-mouth advertising of sports tourists. The compliance of sports tourism service providers with environmental protection indicators did not have a significant effect on the Eco-friendly disposition, and this indicates that those sports tourists who have an Eco-friendly policy, in any situation, they show their Eco-friendly disposition. Considering the influence of the Eco-friendly policy on the Eco-friendly disposition of sports tourists, it is suggested that courses and educational programs in different platforms for members of the society, especially sports tourists, in order to familiarize themselves with environmental issues and improve the way and their environmental attitude should be done.


 

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In the sports industry, there is significant potential for the emergence of startups. However, startups in this sector have experienced various challenges and fluctuations. Therefore, the purpose of this study is to examine the factors that contribute to the acceleration of Sports Startups. The research was conducted using a mixed-methods approach, involving the participation of sports business experts and scholars. Data collection was carried out through purposive sampling, employing in-depth interviews with these experts. The qualitative data obtained were analyzed using the thematic analysis approach. Additionally, the identified factors were ranked using the Analytic Hierarchy Process (AHP). The findings revealed the existence of six categories of accelerators for sports startups. Notably, strengthening and optimizing the value chain emerged as the most crucial factor among these categories. Consequently, to enhance the growth and development of sports startups, it is imperative to establish a well-defined value chain and actively work towards its reinforcement.

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The present study aimed to comprehensively elucidate and identify the entrepreneurial and goal-oriented strategies of sports startups entering both domestic and international markets. The research employed a qualitative method, falling under the category of exploratory studies in terms of objectives, foundational and applied research regarding outcomes, and was grounded in the postmodernism paradigm. The research population comprised experts in marketing, sports management, and successful entrepreneurs with experience in launching sports startups. Purposeful sampling was employed for participant selection. To construct the initial research tool, the researcher, after reviewing relevant studies on sports startups, developed a semi-structured questionnaire for in-depth interviews with experts. The research strategy followed a phenomenological approach, and data analysis was conducted using MaxQDA software, version 20. The results of the data analysis unveiled eight key concepts within the entrepreneurial strategies section, pertaining to the entry of sports startups into domestic and international markets. These concepts encompass partners, stakeholders and customers, tolerable loss, flexibility and adaptability, experiences, uncertainty, service quality, available financial resources, and operational strategies. These concepts were derived from the interviews, contributing to theoretical saturation. Furthermore, in the section on goal-oriented strategies, five concepts were identified: exports, communications, market strategies, market research, and risk management.

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This research has been conducted with the aim of identifying the effective factors and barriers to sustainable employment of sports science graduates in Iran and within the framework of a qualitative approach.The statistical population were experts who were aware of the research topic. Data collection was through in-depth and semi-structured interviews, which reached theoretical saturation after 16 interviews. To measure validity, transferability and verifiability, research findings were presented to the participants and their points of view were applied. The intra-subject agreement method was used for reliability, which was reported as 0.82. The findings related to effective factors indicated 68 main concepts and 5 subcategories(Employment skills, curriculum, needs assessment, sports industry development, motivation and support) and the findings related to effective barriers indicated 27 main concepts and 5 subcategories(policy and planning, economic and financial, legal, technological, cultural and social).Therefore, Paying attention to the quality of the employability skills of sports science students, including personal, technical and professional, general skills and coordination between higher education policies, employment, science, technology and economy are of great importance. What is necessary for this goal is to reform employment policies, develop the sports industry, target financial policies, and encourage employers to use sports science graduates more.

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The purpose of this foresight of Iran's educational sports with a balanced scorecard approach was in the horizon of 2035. The current research was of mixed type (qualitative-quantitative) and its design was of sequential exploratory type. The participants of this research were educational sports experts. The sampling method was snowball and based on theoretical saturation, 12 people were selected. Interviews and questionnaires were used to collect data and Lincoln & Guba (1985) criteria were used for its audit, which included validity, transferability, reliability and verifiability. In order to analyze the data in the interview analysis section, the coding method was used, the fuzzy Delphi method was used to screen the indicators and the structural analysis and scenario writing method was used in the future research section. By analyzing the interviews, 150 effective factors on the future of Iran's educational sports were identified based on the balanced scorecard, and by combining the primary codes in the secondary coding stage, these factors were reduced to 105. Then, in the axial coding stage, 18 subcategories based on 6 aspects of the balanced scorecard were formed by aggregating the final concepts adapted from the interview text, and the results of the Delphi analysis showed that the calculated factors correctly explain the desired phenomenon. Finally, based on the findings, 4 key drivers of efficient management, increase in audience satisfaction, development of information capital, and socialization of educational sports were obtained, which are the basis of the two main scenarios of transformation and fruitless willfulness. As a result, it is suggested that in order to develop educational sports in Iran, synergy and efficient management, increase audience satisfaction, development of information resources, and socialization of educational sports should be implemented.
 

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The aim of this research is to identify and prioritize the criteria for selecting base coaches for basketball teams using the DEMATEL technique and network analysis process under fuzzy conditions. This study is considered applied in terms of its objective and methodology and falls under the descriptive category. The statistical population of this research consists of 10 university experts and opinion holders who have experience in coaching base basketball teams or have relevant qualifications in human resource management in sports. Initially, through library studies and interviews with experts, the criteria for selecting base basketball team coaches were identified. After identifying the criteria, using the DEMATEL method, the internal relationships between the criteria were determined. Then, the expert questionnaire was used to determine the importance of each criterion using the Analytic Network Process (ANP) method. The results showed that among the main factors, technical and legal competence with a weight of 0.128, psychological and communication skills with a weight of 0.075, and inclination for growth and excellence with a weight of 0.046 had higher importance. Among the sub-criteria, having a coaching license with a weight of 0.052, participation in special base coaching courses with a weight of 0.039, and mastery of psychological growth concepts with a weight of 0.034 had higher importance. Finally, it was shown that all the identified criteria are influential in selecting base basketball team coaches, and it is necessary for managers to consider these criteria in the selection process.
 

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The main purpose of this research is to investigate the relationship between the atmosphere of sports science faculties in Tehran province and the entrepreneurial intention of students with the mediating role of entrepreneurial skills. The research method of the present study was descriptive of correlation type and based on structural equation modeling. The statistical population of the research included undergraduate students of universities in Tehran province including (Tehran, Shahid Beheshti, Khawarzmi, Al-Zahra, Allameh Tabatiai) in the academic year 1401-1402, of which 400 people were selected using stratified random sampling. The tools of this research included university climate questionnaires (Lasage and Frank, 2004), entrepreneurial skills (Linan, 2008) and entrepreneurial intention (Linan and Chen, 2009). The data were analyzed using the structural equation modeling method. The findings showed that the variable of faculty atmosphere had a positive and significant effect on the variables of entrepreneurial intention and skill, and the variable of entrepreneurial skill had a positive and significant effect on the variable of entrepreneurial intention. The atmosphere of universities can be a platform for the development of entrepreneurial skills and capabilities of people, and this factor increases their entrepreneurial intention with the effect it has on people's skills in the field of entrepreneurial capabilities.
 

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The aim of this study was Identifying the mental pattern of experts regarding sustainable revenue generation for sports federations (Karate, Judo, Taekwondo Federations). The current research is applied in terms of its purpose and exploratory analytical in terms of method, and based on the type of operations used, this research is of a mixed type. The statistical population of the research includes professors of sports management, managers of selected federations, and opinionated managers of the National Olympic Committee, who were investigated based on previous experiences using a purposeful sampling method with a snowball approach until the saturation point, in the number of 25 people. In the Delphi phase, the components and sub-components of the research were determined. Then the extracted factors were stratified using Q modeling by using Q factor analysis and SPSS 25 software. The findings showed that the most important revenue generating factors of the selected federations include the provision of non-sports products used by athletes by the federation, sponsors of athletes, income from the World Federation for the development of basic sports, income from participating in world competitions, annual contributions from the World Federation, Incomes from coaching classes, tuition fees for membership in basic teams, annual contributions from the Ministry of Sports, incomes from participating in world competitions. Therefore, it can be concluded that economic activities under the supervision of the federation to provide the products and services needed by athletes and to develop sources of income outside the federation should be included in the agenda of the federations.

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Considering the rapid process of technological changes, if a business cannot adapt itself to the changes in the environment, it will no doubt stop competing. Therefore, the entrepreneur should make a decision in the shortest possible time to take advantage of the opportunity. It has become more difficult, so this research was done with the aim of deciding to take advantage of the opportunity by emphasizing the role of the entrepreneur in sports businesses. This research is in terms of mixed method, in terms of developmental-applicative goal. In the first step, 36 indicators were identified from 32 articles, and in the second step, 36 indicators were extracted by the theme analysis method, and 27 indicators were confirmed by the Delphi method, and in the third step, 34 themes were identified from the lived experience of 6 people. Sports entrepreneur leaders were identified by research narrative method, and finally, after combining and integrating the three stages, 44 identification indicators were found in a 7-dimensional template, whose suitability and validity were confirmed using the t-test and the four criteria of adaptability, comprehensibility, generalizability, and control. became. Based on the findings, the entrepreneurial personality by creating seven roles of self-efficacy, independence, risk-taking, individual characteristics, creativity, effort and perseverance, entrepreneurial network and entrepreneurial skills and experience in improving decision-making in order to take advantage of entrepreneurial opportunities in sports and reduce environmental risk. There is a punishment.
 

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The purpose of this study was to investigate the role of the customer relationship management dimensions in promoting public sports from the perspective of sports managers in Kerman. The research method is descriptive correlation and the statistical population consists of all the managers of clubs and sports organizations in Kerman city. For data gathering, the questionnaires of the customer relationship management and the public sports are used. In order to analyze the data obtained for the research variables, the structural equation modeling the Smart PLS software is used. Findings indicated that three dimensions of customer relationship management namely Customer focus, relationship management and knowledge management has a direct and significant impact on promotion of public sports. According to the research results, it can be concluded that all managers of clubs and sports organizations governmental and nongovernmental need to do their utmost In order to communicate with the customer to encourage community participation and promote in public sports.
 

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Attempting to enact both feminine and masculine gender-role norms may cause to some psychological and physical problems. This issue is concerned as gender-role conflict phenomenon in female athletes. However, research findings did not support sufficiently this notion. The purpose of this study was to explore the gender-role norms in the context of soccer and experience of gender-role conflict as women who participate in a traditional masculine sport such as soccer. 15 women soccer players between the age of 19 and 32 years old on Iranian super league were interviewed. The results indicated that women soccer players perceived numerous discrepant gender-role norms in the context of soccer. Also, it was explored three different types of gender-role conflict. Participants used various strategies to manege and coping with the gender role conflict. Overall, it is not an intense internal state of conflict, and applying some of those strategies can help them avoiding conflict.
 

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The growth of Kabaddi sports, its development and progress, requires the ability to anticipate uncertainties. As a developing sport in Iran, kabaddi has seen a lot of progress, but at the same time, challenges may still affect its future, especially since there is limited understanding about its possible future and the ways in which There is a corresponding future to be traversed. Therefore, in this study, a multi-stakeholder scenario planning was used to develop future scenarios of Iran's Kabaddi sports, using stakeholders' points of view on the trends and critical uncertainties that may shape the future of Kabaddi sports to create action-oriented strategies. The participants of the present analytical and exploratory study included 28 domestic and foreign beneficiaries of Iran's Kabaddi sports, who were selected based on targeted sampling. Data was collected through interviews and open questionnaires. Data analysis was done with the six-step model of combined scenario planning of Lipzig and Rollandberger. The findings and analysis of 29 main factors obtained led to the production of two key uncertainties and four scenarios with titles of champion, super league, active lifestyle and always loser. In order to develop Kabaddi sports in Iran, there should be a transformation in the structure of the process with the aim of institutionalizing Kabaddi sports in geographical dimensions with a professional and universal approach.
 

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The purpose of this research is to measure and model the release of carbon monoxide pollutant in the surrounding space of Azadi Stadium in Tehran during sports competitions. Basic data were obtained by laboratory measurements and inquiries from specialized centers. Modeling was done by Austal View software, Version 7 and under four scenarios. The prediction of pollutant concentration was simulated at a height of 5 meters. The modeling area was considered a circle with a radius of 1 km from the center of the site. The resulting data were compared with national and international standards. The initial concentration of the pollutant in the hot and cold seasons of the year was 1.432 ppm and 2.331 ppm, respectively. The amount of pollutant emission for the state of "completion of parking capacity" and "semi-complete state" was 81.45 and 37.5 kg, respectively. Zoning maps showed that in all four scenarios, the highest amount of emission was in the east direction. The highest amount of carbon monoxide production and emission is related to the first scenario (completion of the parking capacity and the cold season of the year) and the lowest amount of carbon monoxide pollutant emission is under the fourth scenario (failure to complete the parking capacity and in the warm season of the year). Although the condition of this pollutant in Tehran's Azadi sports complex and during sports competitions has not exceeded the standard. By using management and engineering solutions such as: not keeping lights on in place, using exhaust filters, properly designing the parking space and reducing the duration of stopping, it is possible to avoid the production and release of a large part of pollutants.
 

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Purpose: This study identified and explained the factors affecting the dynamics of sports businesses in the post-corona era based on the structural interpretation model.
  Method: The method of data analysis was divided into three stages. First, in the fuzzy Delphi method, with the opinion of twenty-six relevant experts, the most important factors affecting the dynamics of businesses were confirmed. Then Interpretive Structural Modeling (ISM) was used to classify components and create a hierarchical model. Mick Mac analysis was also used to determine how the factors were interrelated.
Findings: This study identified 14 strategies related to the dynamics of sports businesses in Iran. The model that was developed has five levels. Also, Mick Mac analysis showed that there were five independent variables, two dependent variables and seven link variables.
  Conclusion: This study shows that the development of dynamic capabilities in sports organizations requires legal revision and improvement of governance performance. In addition, sports organizations must use digital technology, employee empowerment and comprehensive collaboration between different bodies to advance their capabilities.
 

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The aim of the current research was to provide a work-life balance model for working women with an emphasis on improving the quality of free time. The current research was interpretative, applied and qualitative based on thematic analysis method. The statistical population was sports management professors and leisure experts who were interviewed with 17 people using the snowball method and according to information saturation. The measurement tool included a semi-structured interview and data were analyzed according to the six stages of thematic analysis. The results showed that the work-life balance model for working women with an emphasis on improving the quality of leisure time has three dimensions of effective factors (cultural factors, inhibiting factors, motivational factors, facilities and equipment, the level of knowledge, the characteristics of physical activities in the leisure time program, financial issues, management issues and cultural issues), strategies (educational, managerial and financial strategies) and consequences (increasing vitality, increasing health, economic development and sustainable socio-cultural development). Managers should pay attention to educational and management issues and by privatization, proper budget allocation and incentive packages, they should contribute to the prosperity of free time as much as possible and to balance the work and life issues of working women.