| Abstrakt: |
The aim of this study was to examine strategies for attracting and retaining financial sponsors and athletic benefactors in the field of women's sports. The statistical population included all sports managers, heads of sports federations, as well as sponsors and athletic benefactors in the sports sector. Data were collected through a researcher-developed questionnaire (after confirming its reliability and validity). Factor analysis was used to identify the strategies and barriers that influence the attraction and retention of financial sponsors, and ANOVA and independent t-tests were employed to test the research hypotheses. SPSS and AMOS software packages were used for data analysis and processing. Eight factors were identified as strategies and barriers for attracting and retaining sponsors and benefactors in women's sports. These factors, based on higher factor loadings, were labeled as supportive, economic, social, and managerial strategies, while the barriers were categorized as economic, legal, social, and cultural barriers. After prioritizing these components, supportive strategies were considered the top priority, economic strategies the second, managerial strategies the third, and social strategies the last for attracting sponsors and benefactors. Additionally, legal barriers were identified as the top priority, followed by economic barriers in second place, social barriers in third, and cultural barriers as the last in terms of obstacles to attracting financial sponsors. The test indicated no significant differences between the views of senior managers and operational managers regarding the strategies for attracting and retaining sponsors and benefactors, nor in the perceived barriers to attracting and retaining them from the perspectives of these two groups. [ABSTRACT FROM AUTHOR] |
