Development of Guidelines and Iran Premier League Football Clubs' Business Strategies
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International Journal of Sport Studies. Vol., 4 (10), 1247-1251, 2014
Available online at http: www.ijssjournal.com
ISSN 2251-7502 © 2014; Science Research Publications
Development of Guidelines and Iran Premier League Football Clubs’
Business Strategies
Ebrahim Shakuri, Hossein Talebian Nia*
Department of Physical Education, College of Human Science, Tabriz Branch, Islamic
Azad University, Tabriz, Iran
*
Corresponding Author, Email: talebian2007@yahoo.com
Abstract
The aim of this research is developing and its methodology is mixed
(qualitative and quantitative) and it was carried out by the rise of the theory of
data (Grounded- theory). The population size consists of 10 individuals (of
three club managers and professionals (3 Person), related faculty and
researchers (2 Person), and administrators and consultants, marketing experts
and Clubs (5 Person) that are the interview measurement tool there. The semi-
structured interviews were conducted; the subjects were recruited to investigate
the theoretical saturation. Interview begins with the question "difficulties and
obstacles facing the Iranian Football League" (open), and the remaining
questions were designed based on the interviewee's responses. The duration of
each interview was 45 minutes to 2 hours (depending on one's viewpoint). In
some cases, it was done in two sessions. All interviews were recorded and
analyzed to extract key points several times. In the extraction and analysis of
data three practices were used that were open coding, axial coding and
selective coding. A total of 34 cases were identified for open coding stage. In
the second stage it was classified into a central component of attracting
sponsorships powerful (categories), modify the protections of the business
(causal terms), strengthening of marketing infrastructure and sports facilities
(actions and interactions), of the organization (the dominant platform), public
administration (state intervention) business development (outcomes). The
results showed that the improvement of business law as a causal condition
causes a central issue attracted strong supporter of the club's financial and
business development. This issue causes a modification of the infrastructure
and marketing facilities (actions and interactions) are inter-organizational
factors (dominant substrate) and poor management (intervening conditions)
influence on that and impact of these factors on business of football clubs is
effective.
Keywords: business, strategy, strategy of Premier League football.
Introduction
Business in its modern sense began in the early twentieth century. When the supply of goods is very high and
the volume has increased daily and on the other hand its demand has increased, producers and sellers looking for
buyers and consumers have begun to identify and test ways of raising their demand (Baker and Crompton,
2000). Athlete business is a process of design and implementation activities for the product, pricing, promotion
and distribution of sports goods in order to satisfy customers' needs and desires that organizational goals can
also be reached (Qarakhanlou and Nissiyan, 2004).
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Now the sport and recreation industry in developed countries is regarded as an important and influential
factor in the growth of the national economy and is one of the high-income industries in the 21st century. Sports
industry quickly became global, its territories and conquer the entire world and root for the billions of people
worldwide benefit from it (Elahi, 2004). In this study, strategy means orientation and the range of activities of
an organization in long-term by organizing resources and intended to put a variable and unpredictable
environment in order to meet the beneficiary expectations in a way that includes a set of methods and decisions
made and taken by an organization to gain competitive advantage to create and supply more value for the
audience (customers) compared with competitors (Kontz et al., 1991).
Sports industry has significantly been influenced by the lifestyle change of people. Interest in the health of
the people has increased and so has made people put more value for leisure and activities related to sports.
These lifestyle changes will not only improve the sports industry, but it also has grown its related industries
(Masumi, 2008). Meanwhile in recent decades football clubs have become one of the world's economies in the
sports industry. These clubs are defined as enterprises and businesses in many areas of service, manufacturing
and retail competition. Most part, the current economic crisis is due to sports clubs to get more customers and
profits to buckle up. Methods such as reducing product life cycles, increasing privatization of services in some
areas and the need to focus more on consumer preferences and tastes were the reasons for customer relationship
management to come into force in a more innovative way (Lee, 2007).
Iran Persian Gulf League or Iran Premier League Football Clubs has the highest level of Iranian Football club
championship games. Now the 16-team tournament will be held and has a special social and cultural place. In
the classification announced by the International Federation of Football History and Statistics in 2012, this
league has been chosen as a “36th most powerful league in the world and 4th most powerful league in Asia”. In
addition, in the ratings announced by the FA, Iran Premier League has achieved the rate of being 47th in the
world and 4th in Asia in the 21st century (2001 to 2012).
In this league over the 13 period of holding, Sepahan Isfahan (four times, last in 2012) Esteghlal Tehran
(three times, last in 2013) Persepolis Tehran (twice, last in 2008) Foolad Khuzestan (twice, last in 2014) and Pas
Tehran and Saipa Karaj each have become champion once.
Therefore, an up-to-date and various sports aim-related businesses structure, by future-oriented approach can
be an appropriate way for football clubs in Iran's Premier League.
Main research question is as follows
What are the guidelines and business strategies of Iran football Premier League clubs?
Secondary research questions
1. What are the basic terms of business of Iran football Premier League clubs?
2. What are the causal terms of business of Iran football Premier League clubs?
3. What are the interfering terms of business of Iran football Premier League clubs?
4. What are the guidelines and business strategy of Iran football Premier League clubs?
5. What are the business outcomes of Iran football Premier League clubs?
Materials and Methods
The aim of this research is developing and its methodology is mixed including qualitative and
quantitative method. Since the implementation of this study consists of two stages, each stage of the
research will be explained separately. It should be noted that these steps are not necessarily in order and
during the investigation, the two phases are combining to form an overall survey was conducted. In the
first stage (A Comparative Study), this current study was comparative that was operated in the form of the
library and compared the Iran league's sports businesses by descriptions and analyzing them. In the second
stage (qualitative interviews), for fabricating the proposed method the theory derived from the data
(grounded theory) was used.
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Figure 1: Research Model.
Statistical sample of the comparative study, according to the research and theoretical background, the
common businesses in the football leagues of the world were chosen purposely. In the second stage
population consisted of managers and professionals, executives and business owners, marketers, and sports
and scholars and faculty members were interviewed in an open way, which included open coding, axial
coding, and selective coding of the interview, and the category obtained from the model proposed by
Strauss and Corbin (1990) are as follows (Danaiifar and Imami, 2007).
Figure 2: Conceptual Model.
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Intl. j. Sport Std. Vol., 4 (10), 1247-1251, 2014
Table 1: The categories of extracted concepts Howe interview.
Secondary Code Categories
1 Strengthening Management
2 Poor Laws
3 Internal Factors
4 Attracted Powerful Supporters
5 Strengthening of Infrastructure Facilities
Main Categories: attracting powerful sponsors
The concept of these categories is the same conceptual label that is provide for a framework or design
created. Because this research studied business of the football clubs, after data collection and analysis phase of
open coding, and investigate the features offered, the category of attracting powerful sponsors was selected as
main categories.
Causal Terms: reforming legislation supporting the business
This situation leads to the development of the phenomenon or main categories. Among the categories of
products, sponsor legislation to reform the business with its features means: lack of suitable television rights,
lack of independence of the Federation, speculation, and lack of familiarity with sports rights, not regarding
products copyright and amending contracts with players.
Actions and Interactions: Strengthening marketing infrastructure and sports facilities
Represents a significant target behaviors and activities and interactions that are adopted to respond to key
issues affecting intervening circumstances. This category is also called strategy and in the present study include
the Stadium, boost e-commerce, a training camp dedicated to the administration of clubs, investing in grassroots
construction of chain stores, sales Club brand products.
Ruling Substrate: Organizational Factors
The certain circumstance that affects the actions and interactions is called substrate. This set is consisted of
concepts and categories of conditions or variables and in this model are: the fans, the lack of strategic planning,
lack of skilled manpower in the field of sports marketing, lack of coordination between the CEO and the board
and respecting the customer right.
Interfering Terms: Public Administration
They are general conditions that make up a set of variables the interface and the actions and interactions are
also influenced by them. The management instability, lack of management, lack of independence of directors,
removal and installation, political, provincial authorities and did not support the Strategic Plan were considered
as interfering conditions.
Outcome: business thriving
Some categories explain conclusions and implications of the issues that arise from the strategy. In this study,
the business thriving phenomenon is the result of actions and interactions (and affected by main categories,
ruling substrate and interfering conditions), which will include a number of factors including: increased income
from broadcasting rights, increased revenue from the sale of players, lack of dependence on the state budget and
...
Results and Conclusion
Answer of the research questions
1- What are the causal terms of business of Iran football Premier League clubs?
Reforming legislation supporting the business as the causal terms cause attracting powerful sponsors category.
This category creates the infrastructure legislation and marketing facilities (strategy) which inter-organizational
1250Intl. j. Sport Std. Vol., 4 (10), 1247-1251, 2014
factors (ruling substrate) and poor management (interfering conditions) influence on it and impact of these
factors affect the business of football clubs.
2- What is the main phenomenon that is happened in shaping the business thriving?
Reforming legislation supporting the business (causal terms), causing the club attract powerful sponsors and rely
on them as the main source of income and the factors such as: fairness in choice of sponsors, broadcasting most
games , sports network development and delivery stock to fans cover that.
3- What is the interfering terms of business of Iran football Premier League clubs?
In theory of football clubs business weak management as an interfering factor affects negatively on clubs
business. Factors such as: lack of stability management, lack of management, and lack of independence of
directors, removal and installation of politics, lack of support from the provincial authorities, and lack of
strategic planning.
4- What are the basic terms of business of Iran football Premier League clubs?
The inner factors of an organization are concerned as business a football club is. Factors such as: the existence
of strategic planning, human resources experts in sports marketing, coordination between the CEO and the
board, customer focus, and organizing fans.
5- What are the guidelines and business strategy of Iran football Premier League clubs? Forming marketing, e-
commerce, having a dedicated training camp, having a shop dedicated, to update administration of the club,
investing in grassroots football (as strengthening reinforce and marketing infrastructure) are the strategy used in
the business of the football clubs.
6- What are the business outcomes of Iran football Premier League clubs?
The business outcomes of Iran football Premier League clubs include: increasing income, attracting a higher
class, depending on the state budget, reforming and development of the club, increasing audience.
Conclusion
- League clubs and organizations should provide a solution to reform the laws protecting the business of
football.
- Stability of management is a rigorous approach to create long-term and practical programs to increase
businesses of the club.
- Engaging the audience in the selecting the board we can help the increase in financial support of the club.
- All clubs should be required to create marketing team and provide income report.
- A law should be legislated regarding the use of athletes in their academy in the Premier League teams.
- Some strategies should be applied to reform the athletes’ contract and limitations in one-year contracts.
- A fair contract should be signed between the broadcasting organization and the clubs regarding the right to
broadcast.
- The politicians must be kept away from sports and sports should be administered by their original owners.
- Club sponsors must be selected through tender and in an apparent way.
- Creating Online Ticket Sales infrastructures and determining the contribution of the clubs from this source of
income.
- Legalization of copyright and dealing with units that violate these rules in order to use their brands.
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