The Role of Sport Marketing in Developing Sports Movement in Jordan as Perceived by the Sport Community

Abstract

This study sought to identify the extent of the sport marketing company’s participation in developing sports movement in Jordan as perceived by the sport community. Also, the study aimed at specifying differences on those points of view about evaluating the sports marketing companies according to variables of job title, experience and education. The study population consisted of 334 individuals, covered all administrators and coaches of football clubs (excellent class) basketball and handball clubs (premier class) for the year 2003. Also football, basketball and handball international and first degree refrees for the year 2003 and all the sports journalists. The sample consisted of 140 individuals who were chosen by the stratified random method. The study instrument was composed of 50 items assigned to four domains: economic, technical, social and information (mass media). The results indicated that sports marketing companies had a positive contribution to the development of the sports movement in all areas in Jordan, but they were mainly interested in the media domain. Moreover the result showed that experience plays a significant role in evaluating the sports marketing companies as perceived by the sport community, the study presented some recommendations including the necessity to improve sports team performance in order to promote companies into supporting these teams. Business companies should be encouraged to financially support sports teams by reducing taxes imposed on these companies.