Electronic Marketing as an Approach to Developing Marketing Information Systems in Sports Institutions

Scientific Journal of Sports Science and Arts, Faculty of Physical Education for Girls, Helwan University June Issue – Part 6 – 2019 Accepted for publication on: August 2, 2018

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Author: Dr. Hamada Eid Nawar Al-Antably

Study Overview: This study aimed to identify the extent to which sports institutions are oriented toward marketing by examining several dimensions: upper management attitudes toward risk-taking within sports institutions, the extent of reliance on marketing intelligence, institutional attitudes toward information sharing and dissemination, the focus on developing employee capabilities, the implementation of electronic marketing, and the current state of marketing information systems. The researcher employed a descriptive survey methodology.

Participants: The study sample consisted of 249 individuals selected randomly across multiple categories:

Sports Clubs (100 individuals): Board members, executive directors, and marketing managers from Al-Ahli, Al-Jazira, Al-Shams, Zamalek, Sporting, Smouha, El-Olympi, Al-Ittihad, Al-Shorouk/El-Seid, El-Yacht, Al-Masry, and MVB (Maadi Yacht Club).

Sports Marketing Experts & Academics (19 individuals): Sports marketing experts from specialized companies and physical education professors specializing in sports economics.

Government Officials (50 individuals): Members of the Central Administration for Sports Investment at the Ministry of Youth and Sports.

Sports Federations (80 individuals): Board members, executive directors, and marketing managers from the Swimming, Handball, Basketball, Volleyball, Football, Squash, and Gymnastics federations.

An additional pilot sample of 30 individuals (outside the main research sample) was used to calculate scientific coefficients. A questionnaire served as the primary data collection tool.

Key Findings:

The majority of sports institutions that claim to apply sports marketing suffer from a lack of clear marketing vision. Although the marketing function may extend to encompass a specific sector in most of these institutions, the organization as a whole lacks a true marketing orientation; and even when present, it is not strong enough to drive a radical change in the way business is conducted.

Implementing electronic marketing in sports institutions effectively achieves organizational goals in light of modern technological developments in communications and information technology.