محمدرضا کریمی رشت ابادی

The main objective of this research was to investigate and explain the role of the Basij Sports Organization in the process of sports marketing in Iran, focusing on the Marketing Mix model (۴Ps): Product, Price, Place, and Promotion.

The present study was applied in terms of its objective and employed a sequential exploratory mixed-methods strategy. In the qualitative phase, the data collection method involved interviews with experts. In the quantitative phase, a survey method utilizing a researcher-made questionnaire was implemented.

The participants in the qualitative section were selected using the purposive sampling method. The sample included individuals working in the Basij Organization and its affiliated sports bodies, those holding management or official positions, experts in sports management familiar with the structure of NGOs and the Basij, experts in marketing and advertising, particularly within the sports sector, sociologists, athletes, and managers of sports venues collaborating with the Basij across the country. The interviews began with ۱۰ individuals and continued until theoretical saturation was reached, ultimately involving ۱۸ participants.

In the quantitative phase, the statistical population comprised managers of Resistance Sectors (۱۹۸ Basij Resistance Sectors) and Basij Resistance Bases (۲,۳۳۷ Basij Resistance Bases). Managers of the Sectors were included entirely (census method), while for the physical education officials of the Bases, ۳۳۱ individuals were sampled based on Morgan’s Table from the total of ۲,۳۳۷ existing bases. In total, ۵۲۹ individuals were considered in the quantitative section. The data collection tools in the qualitative phase included pen and paper, a voice recorder, and open-ended questions, while in the quantitative phase, a researcher-made questionnaire was used, developed based on the output of the qualitative phase.

Based on the findings of the present study, the Basij Sports Organization, as a non-governmental organization, has the potential to play an effective role in the development of sports in the country. The results demonstrated that the role of the Basij Organization of the Oppressed is positive and significant across the four core components of the sports marketing mix: product, price, place, and promotion. Through the utilization of public capacities, it can provide the groundwork for the enhancement of both mass and specialized sports.

Finally, “Factors Affecting the Increase of Basij Social Capital Through Sports” was presented as one of the research-derived suggestions to other researchers.