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The purpose of this study was comparison among of Fans loyalty motivation, supportive career and attendance in Iran’s popular soccer pro league clubs (Persepolis, Esteghlal, Teraktorsazi and Sepahan). The design applied in this research was descriptive-correlation.  The populations were whole pro league soccer fans in competition between Persepolis and Sepahan (with 55000 populations) and Esteghlal and Teraktorsazi (80000 populations).  So according to the Morgan sampling table in fires match 381 fans and in the second one 384 fans were selected and questionnaires distributed among them. Based on review of pervious literature by Jallai, T (2008) questionnaire were used. Questionnaire reliability was confirmed by factor analysis, related masters and professional, and validity in a primary study by Cronbach’s alpha (0.81). The results showed that team interest and club affiliation were two important loyalty motivations and escape and socializing were the least important motivations to fans. Also in rate of important motivations there were significant differences in sense of club affiliation, socialization, escape from reality and normal routine, football knowledge, exciting games, win proxy, club management, the impact of others and non-interest (players, color, name and logo) among clubs Fans. Indeed Persepolis & Esteghlal fans in compare to other teams had a long history (more than 11 years) in supporting (Fandom career) their clubs through different periods. Finally according to the results, it seems that this research could give some guidance for club managers to attract more fans about fans loyalty factors.

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Service quality is one of the most important subjects in marketing studies. Literature review shows that this variable is related to many important variables in marketing area. However, there is always this question of which components of service quality are better predictors for satisfaction and future intention of customers. The data gathered by three standard questionnaires: 1- service quality questionnaire of Lio 2- customer satisfaction questionnaire of Oliver; and 3- future intention of customer questionnaire of Lim .350 questionnaires were analyzed that gathered by used of multi-stage sampling among customers of body building clubs from Fars province. Results indicated that between, reliability showed the most of impact on customer satisfaction, while the empathy showed the lowest impact on customer satisfaction. Results, also, indicated that between, reliability and intangibility were respectively showed most of and lowest impact on future intention of customers

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The purpose of the present study was to explain the relationship between brand personality dimensions and customers’ loyalty to sport brands in Rasht.  The method of present survey was descriptive and applied, also the statistical population was loyal customers to sport brands in Rasht.  In order to data collection two questionnaires; Geuens & Wulf (2009) for measuring brand personality dimensions and Lau et all (2006) that investigated customers loyalty to sportswear in Hong Kong, after determining the validity and reliability was confirmed by using Cronbach’s alpha (0.7); were used. The results of Linear Regression of 407 loyal customers were shown there were positive and negative significant relationships between brand personality dimensions (Activity, Aggressiveness, Responsibility, Emotionality and Simplicity) and customers loyalty components to sport brands (Brand name, Service quality, Store environment, Product quality, Promotion, Price and Style). Some of these results are as below: activity dimension and brand name factor; activity and aggressiveness dimensions and service quality factor; activity, simplicity and responsibility dimensions and store environment factor; activity, aggressiveness and responsibility dimensions and product quality factor. There were also some negative ones between simplicity dimension and product quality and style factors. The result of Friedman test revealed that product quality, style, brand name, promotion, price, store environment and service quality were the most fundamental and crucial factors for the customers’ loyalty respectively. Regarding to the findings attention to customers’ demands and needs significantly has effect on performance improvement and local produced Sport brand’s success to attracting the customers and making them loyal in order to achieving more market share in comparison with competitors in international markets.

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Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fans' willingness to charity programs. The purpose of this study is to investigate the role of sport fans' attitude in cause-related sport marketing. Survey of this study was the members of the Supporters' Association of Persepolis's and Esteghlal's clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a   positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.

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