Investigating the factors of lack of support from sports sponsors for Iranian women's sports

Document Type : Original Article

Authors

1 PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

2 PhD student in Sports Management, Kurdistan University, Sanandaj, Iran

10.22034/jhi.2022.321517.1042

Abstract

Objective: The purpose of this study is to investigate the factors that cause company managers not to
support women's professional sports
Methodology: The research method is a descriptive and analytical study that has been done in the field.
The statistical population included all senior managers (CEO, CFO or sales manager) of commercial
and manufacturing companies in Iran. The sampling method was cluster random. The data collection
tool was a researcher-made questionnaire whose validity was confirmed by experts and its reliability (α
= 0.91) was obtained. Frequency distribution table was used for statistical description of data and
univariate t-test was used for inferential statistics.
Findings: About 62% of managers believe that financial support in sports is very important and only
about 8% of managers consider financial support unimportant. Women's professional sports
sponsorship is not able to estimate the goals of companies.
Conclusion: The results showed that sponsorship managers do not consider women's professional
sports as a factor to achieve economic goals and benefits. In this regard, the government can benefit
from financial protection of women's professional sports by using protective laws to change the attitude
of company managers.

Keywords