Authors
Urmia University
Abstract
Objective: The aim of the current research was to explore the components of sports marketing capabilities of Iraqi football human resources.
Methodology: This research was conducted with an exploratory nature to expand the existing knowledge and understanding about the marketing and earning capabilities of human resources since there were many weaknesses in this research in Iraq and there was little research literature available, it then was done qualitatively. In this research, the within-subject agreement method was used to calculate the reliability of the conducted interviews. The results showed that the total number of codes in these three interviews is 19 and the number of agreements is 7. According to the relationship, the percentage of intra-subject agreement was equal to 0.73, which was appropriate. The statistical population of the research was made up of all managing directors and marketers of clubs, members of the marketing committee of the football federation, university professors, and doctoral students of sports marketing in Iraq. To conduct in-depth interviews, snowball sampling techniques was used for sampling, and the interviews with the experts of this department continued until theoretical saturation.
Results: Based on the model derived from the qualitative data, the findings showed 76 open codes, 11 core codes and three selective codes (capabilities of athletes and coaches, capabilities of managers and employees, capabilities of supporters and fans) in the field of capabilities. The human resources marketing of the Iraqi Football Federation were identified.
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