In football industry, the sports managers should include meeting of demands and needs of spectators on their agenda. However, this study aimed to determine the needs of spectators in Iranian Football Premier League. For this purpose, Kansei engineering method, Kano model, and Taguchi method were used to collect data. First, the emotional needs (41 needs) of spectators were identified. Using Kano model, then, these emotional needs were included in a four-level questionnaire which was designed for spectators of Iranian Football Premier League; it was distributed among 400 individuals. In order to achieve optimal situation, 7 basic needs were considered in designing the experiments. These 7 needs were analyzed in a three-tier spectrum. The findings showed that Iran's sports authorities, especially the Football Federation, may improve the satisfaction and attendance of spectators in stadiums if they improve the physical and security conditions of football stadiums and remove the existing obstacles including presence of women and presence with family in stadiums. The football clubs may also help achieve this goal by employing qualified and popular players and coaches. 

The purpose of this research is to predict the individual's attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen and filled in the questionnaire of advertising through sport called pyun (2006). The result of the regression analysis revealed that all the components of belief including the product information, social role and image, pleasure, annoying, good for economy, materialism and falsity had the capability of predicting the individual's attitude toward advertising through sport. The component good for economy had the most effect and materialism had the least effect on the individual's attitude toward advertising through sports. According these results, it is we essential pay attention to the quality and price of the predicts. On the other hand, we should use the advertising which are according to the culture of each in order to be more effective and attract the individual's attitude toward advertising through sports.