فهرست نشریات علمی دسترسی آزاد ایران

The present study, titled Changing Direction in Sports Marketing: Flexibility in the Digital Age, utilized a qualitative approach and thematic analysis to explore key strategies and transformations in sports marketing in response to digital advancements. The sample consisted of 13 experts and professors in sports marketing, selected through purposeful sampling. The findings of the research identified core concepts in several key areas. The first area concerns strategic flexibility in sports marketing, which includes flexibility in pricing, product, and advertising strategies. Another key area is digital transformations in sports marketing, which focuses on utilizing modern technologies, marketing on sports social networks, and analyzing fan behavior through data mining. The study also emphasized structural flexibility in sports organizations, highlighting structural changes, organizational adaptation to environmental changes, and promoting innovation within these organizations. In the section on competitive strategies in sports marketing, the study explored strategies in sports ticket sales, sports brand development in a competitive market, and audience attraction tactics. Finally, interactions and communications in sports marketing were highlighted, focusing on direct communication with fans, collaboration with business partners, and the collection of feedback to evaluate the impact of sports marketing efforts. These findings underline the importance of flexibility and strategic adaptation in navigating the digital era in sports marketing.