A survey of marketing barriers of sport institutions in Iran

Purpose – Preparing and presenting proper marketing programs are of paramount importance in establishing and developing sport activities in any country. The reasons behind the apparent lack of such programs in Iran are not the result of unwillingness of sport institutions to adopt these programs but are mainly because of numerous barriers and problems facing these organizations. This paper aims to clarify and examine these barriers. Design/methodology/approach – By extensively studying electronic databases of Iran and some other countries, we recognized that there were two kinds of problems: internal problems and external ones. The internal problems were deemed more important and were further categorized into problems and barriers involving: management (five factors), goals and strategies (three factors), marketing policy (six factors), culture structure (three factors), employees (three factors) and finally organizational structure (three factors). After all the 23 obstructive factors were determined, sport and marketing experts were asked for their inputs in order to determine the validity, importance and ranking of these factors. For analyzing the data t‐test was utilized and determination of priorities was done by Freidman test. Findings – The findings from this study reveal that, 23 internal factors that can act as barriers to hinder the progress of sport marketing were almost unanimously confirmed by the experts. The experts also agreed that removing these barriers will significantly improve both general and championship sport activities in Iran. Originality/value – The approach and results have significant implications for sport institution managers in Iran.