Innovative marketing model for sports clubs

Given the limited body of research on innovative marketing in sports clubs and the need for these organizations to adapt to technological advancements and an increasingly competitive environment, this study aimed to develop an innovative marketing model for sports clubs using a grounded theory approach. The participants comprised 15 experts in sport management and sport marketing, including university faculty members, sports club managers, and coaches, who were selected through purposive sampling. Data were collected through semi-structured interviews. The researchers reached theoretical saturation after the thirteenth interview; however, two additional interviews were conducted to ensure the stability of the emerging categories and to confirm that no new concepts were identified. Data were analyzed using the Strauss and Corbin (1998) grounded theory framework through three stages: open, axial, and selective coding. To ensure the trustworthiness of the findings, the criteria of credibility, transferability, dependability, and confirmability were examined. The findings revealed that the innovative marketing model for sports clubs consists of six major components: the central phenomenon (innovative marketing); causal conditions (innovative leadership, competition, technological advancements, and awareness of marketing trends); contextual conditions (demographic changes, the institutional environment, and the economic environment); intervening conditions (strategic partnerships, cultural dynamics, internal capabilities, and social media); strategies (implementing innovative ideas, designing campaigns tailored to consumer behavior, and developing targeted marketing plans); and consequences (economic, market-related, brand and marketing communication, cultural, and social outcomes). By emphasizing innovation, understanding consumer behavior, strengthening stakeholder networks, and leveraging emerging technologies, this model provides an effective framework for enhancing organizational performance, promoting financial sustainability, and strengthening the competitive position of sports clubs.