Abstract

Objective: The aim of this study was to design a revenue model for football clubs with an emphasis on sports marketing mix. Research Method: The research method used in this research was a mixed research method and the required information was obtained from library studies, interviews and questionnaires. The statistical population of the study included professors of sports management at public universities in the Islamic Republic of Iran and all those who worked in the field of marketing in the federation and clubs of the Iranian Football Premier League. The research sample was purposefully selected in the interview stage and in the whole questionnaire distribution stage. Data analysis was performed using path analysis. Results: The results showed that the tested model has a good fit and all elements of marketing mix except the price element affect the revenue of football clubs, it was also found that the most impact is related to the product element. Discussion and Conclusion: According to these results, the comprehensive and coherent use of marketing mix elements and sub-sectors of each can help to generate revenue for football clubs.