The Role of Media Promotion in Banks Sports Sponsorship

Document Type : Research Paper

Authors

1 M.A. Sport Management of Allameh Tabataba'i University

2 Associate Professor of Sport Management,Allameh Tabataba'i University

3 Associate Professor of Sport Management, Allameh Tabataba'i University

Abstract

The aim of this study was to investigate the role of media promotion in banks sponsoring from sport. The research method was applied and qualitative. Its implementation was  through interview and using thematic analysis. Sport sponsorship authorities of the national governmental and private banks that had sport sponsorship were formed the population of this research (19 banks). All of the population were considered that it was possible to provide to collect data from 18 banks. The results demonstrated that media promotion is one of  the goals and achievements of banks in sport sponsoring, which includes informational and advertisements codes. furthermore, banks also face media constraints in sport sponsoring, which are Legal Advertising Limitations and informational, and the lack of indorsement and cooperation of officials and athletes. In order to encourage new sponsors to join the sport sponsorship and retain existing sponsors in this field, following points can be taken into account: considering the media promotion as one of the goals and achievements of sponsors in sport sponsoring and strengthen its and try to remove their constraints which are related to media promotion.

Keywords

References

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Communication Management in Sport Media
Volume 5, Issue 2 - Serial Number 18
February 2018
Pages 79-88

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History

  • Receive Date: 19 November 2017
  • Revise Date: 12 January 2018
  • Accept Date: 15 February 2018

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