The role of the media in sports marketing for the Iraqi national sports federations (Olympic - non-Olympic) from the point of view of its members.

Abstract

The mass attendance of sports matches, whether from stadiums or through television or even through other media such as newspapers, radio and other media has prompted many businessmen and major commercial companies to benefit from sports. Methods and the development of the media in sports, which had a great impact on the sports career. Commercial companies have found that the best advertising medium is through sports media, as they have found that commercial products' association with famous athletes or famous clubs has a much greater impact than traditional media.The current research aims to know the role of the media in sports marketing and the percentage of its contribution to it. The researchers used the descriptive approach in the survey method. The research community consisted of (47) Olympic and non-Olympic federations, with a number of (381). They represent members of the administrative bodies of sports federations in Iraq with the research community that represents the community. The total and divided randomly so that each group is an independent sample from the other with a separate procedure from the other research procedures. It fits with the research problem to be consistent with the phenomenon studied, and the exploratory sample consists of (20) members at a rate of (5.2%) chosen randomly, and the construction sample consists of (112) members with a percentage of (29.39)%, while the application sample consists of (144) members with a percentage of ( 37.79)%, and the scientific bases (honesty and stability) were used for the scale. From the results of the research, all federations consider the ministry a funding agency that must provide the required funds, and there is awareness by the sports media towards sports marketing. The study recommended that it be Show the media their positive role in serving the marketing activity of sports institutions. Paying attention to the process of continuous evaluation of the media messages used in sports marketing. Media interest in press, television, websites and others for the institution's activity