Sports Marketing and its Impact on Improving the Performance of Sports Clubs and Federations in Wasit Governorate

Abstract

This study aims to identify sports marketing and its role in developing the performance of football sports clubs in Wasit Governorate through a contemporary realistic field study. The researcher used the descriptive approach due to the suitability and nature of the objectives of the field study, which was carried out through designing a special questionnaire that suits the research topic. The study consisted of four axes (economic, social, media, technical). The study sample amounted to (41) individuals who were selected intentionally. The researcher used arithmetic means, standard deviations, percentages, Cronbach's alpha coefficient, and (T) test. The results showed that all study axes were statistically significant at a significance level of (0.01). All study variables had a strong and direct correlation between the dependent variable and the independent variables. The researcher recommended the necessity of working on developing football sports clubs in Wasit Governorate through the presence of financially supporting resources and entities to support the teams and players of sports clubs in Wasit Governorate, and opening a special department for marketing, sports professionalism, and sports investment in the colleges of physical education and sports sciences in Iraq.