The Role of Social Media in Sports Marketing and the Financial Return for Certain Iraqi Sports Clubs

Abstract

This study aimed to provide a comprehensive perspective and cover key aspects of the literature surrounding sports marketing and social media marketing. It sought to understand social networking concepts and how they have transformed the marketing landscape in the current digital era, as well as to analyze audience engagement and viewing habits regarding sports brand advertisements across both traditional and social media platforms. The researcher employed a descriptive methodology, deemed appropriate for the nature of the study. The study population consisted of officials, administrators, and sports marketing specialists from select Iraqi sports clubs, alongside fans of these clubs. A random sampling method was used, resulting in a sample of 81 fans for the fan-oriented questionnaire and 58 staff members for the questionnaire directed at club personnel. Key findings indicated that accessing information via social media significantly impacts Iraqi sports club fans' ability to stay updated on club news, official statements, and events or activities organized by the clubs. Recommendations included adopting a clear marketing policy for the online promotion of sports products based on marketing research, and conducting new, precise studies to enhance sports marketing efforts through social media platforms.