Modelling the Marketing Mix in Sport Industry of Iran

Sport marketing mix management is planning & deciding strategic mix of factors that are making clear sport marketing mix. It is very important because of its role in fixing sport trade; and due to its sensitive role in marketing management, managers have spent a lot of time to analyze it. This article proposes modelling the marketing mix in sport industry by path analysis . For this purpose, a questionnaire consisting of 45 components & 92 reliability was prepared (P<0.01). For collecting the data, 108 subjects as the sample of sport marketing clubs at super league matches of 9 sport fields were asked to complete the questionnaire. 98 questionnaires were completed. Lysrel software Ver.8.52 for modelling SPSS software Ver.14 and ?-Kronbakh were used. After collecting the data, concealment factors among 45 components, found in background study, were identified. Results showed that there were 8 factors as the most important factors at the sport marketing mix in industry of IRI. Then the model of the sport marketing mix was made. Due to this model, sponsorship, promotion management, pricing management and powers of market are the independent variables & public relation, process management, place management & brand management are the dependent ones.