The Role of Media, Spectators and Fans in Attracting Sport Sponsors for Developing Sport Clubs

摘要

The purpose of present study is to investigate the role of media, spectators, and fans inattracting sport sponsors. The study method is of descriptive-traverse and applied type.The statistical society of the study composed of 925 managers, sport experts andathletes of public and private sport clubs in Esfahan province. The evaluated samplecomposed of 272 individuals who were selected cluster sampling method in proportionwith statistical society. Measuring tool included researcher-made 28-item questionnaire.Justifiability of questionnaire has been studied by professionals’ and experts’ opinionand the validity of the questionnaire has been obtained through Cronbach's alpha(α=0/86). The study results showed that mass media and spectators and fans wereeffective in attracting sport fans (p≤0.05).