تحلیل محتوای مقالات فرهنگ و تبلیغات در بازاریابی ورزشی ایران

The aim of this study was the content analysis of articles on culture and advertising in the sport marketing of Iran. Research method was qualitative using documentary method and content analysis based on thematic analysis. In the current study, given the absence of a comprehensive framework of cultural components in Iran, initially, through the application of the triangulation method using books, articles, and reports, and utilizing thematic analysis, the cultural components of Iran were identified. Subsequently, a search was conducted for Iranian articles in the field of culture of Iran and advertising. The statistical population consisted of all articles related to culture and advertising in sport marketing of Iran until the 2022 that were accessible through internet databases and all of them were thoroughly examined. Finally, 34 articles were collected and analyzed. The results demonstrated that the cultural components of advertising in Iran's sport marketing include: beliefs and convictions, values, art, education, life style, anti-ethics and academicism. Considering the importance of considering the culture of the society in the success of sport advertising, it is hoped that the results of this research will be an effective guide for the success of sport marketers in their business. On the other hand, considering that the researches found in this field have only examined some of the cultural components of sport advertising and a comprehensive framework of studies on culture and advertising in sport marketing was not found, Probably, the results of this research can contribute to solving the lack of information resources in this field so that sport managers and marketers, researchers, students and enthusiasts can use its results in their research and executive activities.