Iraj Eivazi, Alireza Elahi, Mohamad Rahim Esfidani, Hossain Akbari Yazdi,
Volume 14, Issue 28 (12-2024)
The goal of this study was to identify the challenges which football e-marketing faces in Iran. So, by using functional research, a qualitative approach and applying newly introduced Glazer method, this question has been answered. The target community of this research was experts, well-informed people in marketing, e-marketing, sports marketing and football managers. Purposive (judgmental) and snowball sampling methods were applied. After finishing the open coding stages, 162 labels were identified as challenges of football e-marketing in Iran. Then after analyzing and summarization, labels were classified in 52 new labels. The results showed that the football industry in Iran in order to apply e-marketing, needs to pay attention to 5 categories of marketing, technical, human resources, legal, constitutional and economic challenges and plans for its present challenges. Also, it's not useful to see one side of the challenges. It's better to have a whole, simultaneous and systemic look at all aspects of 5 categories.
