Investigating the Impact of Sports Marketing Strategies and Organizational Performance in Iraqi Premier League Clubs

Purpose: The aim of the current research was to investigate the dual interaction of sports marketing strategies and organizational performance of the clubs of the Premier League of Iraqi Football.Method: This applied research was based on structural equation modeling (SEM) and was carried out in a descriptive-inferential way. The statistical population of the research included all the chiefs, executive directors, marketing and communication managers, technical managers and supervisors of the clubs of the Premier Football League of Iraq, numbering ۱۵۱ people. Using the total number sampling approach, ۱۵۱ questionnaires were distributed among the statistical population and analyzed By SPSS۲۶ and PLS۳ software. In order to collect data, questionnaires of sports marketing strategies (El Momeni et al., ۲۰۱۹) and organizational performance (Hersi and Goldsmith, ۱۹۸۰) were used.Results: The results showed that there is a positive and significant relationship between sports marketing strategies and all its components with organizational performance (P<۰.۰۵) and ۸۲% of changes in organizational performance are related to the components of sports marketing strategies.Conclusion: The results showed that the marketing and marketing methods of competitions and tournaments can better predict changes in organizational performance and the more the heads of Iraqi Premier football League clubs focus on their sports marketing strategies and improve these strategies, the more the teams organizational performance will increase.

کلیدواژه ها:

Marketing Strategies ، Organizational Performance ، Soccer league ، Iraq