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Multichannel Marketing in Iraqi University Sports: An Analysis of the Challenges and Opportunities for Sustainable Development | ||
| Archives in Sport Management and Leadership | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 03 مهر 1405 | ||
| نوع مقاله: Original | ||
| شناسه دیجیتال (DOI): 10.22108/asml.2026.149582.1165 | ||
| نویسندگان | ||
| Karrar majid Abdullah1؛ Mohammad Soltanhoseini* 2 | ||
| 1Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran. | ||
| 2Associate professor of Sport management, Department of Sport management and motor behavior, Faculty of Sport Sciences, university of Isfahan, Isfahan, Iran. | ||
| چکیده | ||
| This study aimed to analyze the challenges and opportunities of sustainable development in Iraqi university sports through a multichannel marketing approach. Using a qualitative approach and thematic analysis, data were collected via semi-structured interviews with 14 experts in sport management and university sports officials in Iraq, selected through purposive sampling, and analyzed using MAXQDA software. The findings revealed that challenges to sustainable development in Iraqi university sports fall into four dimensions: managerial-organizational (weak strategic planning, bureaucracy, lack of evaluation systems, and attitudinal barriers), educational-cultural (knowledge and skills gaps, university-industry gap, marginalization of sports, and student participation barriers), economic (financial instability and weak investment attraction), and infrastructural-technological (weak digital infrastructure and deteriorating sports facilities). Conversely, opportunities across these same dimensions included managerial and data-driven governance capacity, human and cultural capital, investment and sponsorship attraction, and the expansion of social media and low-cost technologies. Multichannel marketing can serve as a strategic approach for sustainable development in Iraqi university sports, provided that structural, managerial, economic, and infrastructural challenges are addressed through integrated policymaking and strategic planning. The proposed model offers an operational framework for identifying opportunities, addressing challenges, and guiding strategic planning in Iraqi university sports. | ||
| کلیدواژهها | ||
| Sustainable Development, University Sport؛ Multichannel Marketing, Thematic Analysis, Iraq | ||
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