Document Type : Research Paper

Authors

• Maryam Sadat MahdiEslam ¹
• AliMohamad Safaniya ²
• Mohsen Bagherian Farah Abadi ³
• Seyed SalahoAldin Naghshbandi ³

¹ Ph.D. student in Sports Management, Research Sciences Unit, Islamic Azad University, Tehran, Iran

² Professor of Sports Management, Research Science Unit, Islamic Azad University, Tehran, Iran

³ Assistant Professor of Sports Management, Research Sciences Unit, Islamic Azad University, Tehran, Iran

Abstract

The purpose of this research was to design a match day revenue generation model for Iran's premier football league clubs, emphasizing the role of the media. This study employed a descriptive-survey approach for its practical purpose and utilized a mixed-method design for data collection. The thematic analysis method was applied in the qualitative section, while the structural equation modeling method was used in the quantitative section. In the qualitative part, participants included two categories: human resources (professors, managers, specialists, etc.) and information sources (books, articles, documents, media, etc.). Sampling was conducted sufficiently and through a judgment method until theoretical saturation was reached, resulting in 16 participants. In the quantitative segment, the statistical population comprised all managers and officials of the media departments of Iranian football clubs, including teams in both the professional league and the first division, totaling 68 individuals. The research tools in the qualitative part included a systematic literature review and structured exploratory interviews. In the quantitative part, a questionnaire derived from the qualitative findings was utilized, consisting of 25 questions. Based on the extracted conceptual framework, 25 conceptual codes were identified during open coding. Axial coding revealed five axial codes: educational, pathology, information, ticket sales, and advertising. In selective coding, it was determined that educational factors influence information, pathology, ticket sales, and advertising, while information and advertising factors affect ticket sales. In the quantitative analysis, relationships were established, showing that advertising had a significant impact on ticket sales (2.779), information influenced ticket sales (4.003), training affected advertising (3.834), and ticket sales (12.858). Furthermore, information (6.699) and pathology (8.887) also showed values greater than 1.96, confirming their significance.Given the prominent role of various media in developing revenue generation for sports clubs, addressing the associated challenges should be a primary goal of media development programs. It is recommended that different media outlets leverage the results of this research.

Keywords

• Income Generation
• Media
• Football
• Competition

Main Subjects

• Sport Advertising
• Sports Media