Document Type : Research Paper
Authors
1 Ph.D. Student in Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Assistant Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
Abstract
The purpose of this study is to identify and analyze strategies for enhancing the credibility of team sponsors, with a particular emphasis on media influence among fans of the Iranian Football Premier League, utilizing futures research. This research is applied and analytical-exploratory in nature. A group of 20 selected professors knowledgeable about sports team sponsorship, along with selected managers from Premier League football teams, sponsors of these teams, and a few chosen fans, were identified as a standard sample for qualitative interviews. Subsequently, 15 individuals from this statistical community expressed their willingness to participate in a cross-sectional analysis. To analyze the data, a combination of expert panels and Mic Mac crossover effects were employed. The findings revealed that the most significant drivers for improving the credibility of team sponsors, as emphasized by the media among fans of the Iranian Football Premier League, are as follows: Publishing the level of commitment and dedication of the team sponsor to their obligations; Highlighting the achievements (successes) of the team sponsor in the media; Sharing future sponsorship plans for the team; Publishing team members' opinions regarding the sponsor; Showcasing the material and spiritual contributions of the sponsor to the team. It is recommended that managers of mass media and specialized media for Premier Football League clubs (including websites and social networks) reflect the achievements, honors, and programs of financial sponsors based on factual information. This approach can leverage the validation of players, coaching staff, and management to enhance credibility.
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