Corona and the need for adjustment in sports club marketing programs with a transformational approach

Today, the discussion of marketing evolution is so serious and important that it is usually mentioned in the introduction to the discussion of marketing management. Development of marketing capabilities is impossible without considering intellectual capital. On the other hand, the prevalence of Covid-۱۹ has had a significant impact on the sports marketing industry that sports clubs have not been immune to this bite. There has been a shift in the sports marketing industry. Obviously, this plays an extraordinary role in the process of creating human capital and other dimensions of intellectual capital and, consequently, improving the performance of sports organizations.The research method used in this study is interviewing experts in this field. For this purpose, ۱۲ graduates of physical education and sports sciences have been used as a statistical population. Based on this, we selected a snowball strategy for unstructured deep ponds, and the data were analyzed simultaneously using a set of open coding.According to the research findings, effective barriers to transformational sports marketing are changes in the model of providing sports club services and also effective factors in this field can be considered as reconstruction, transformation and innovation in the field of sports.The results of this study show that the corona crisis, in addition to threats, will create opportunities to improve business performance. Information technology empowers businesses. The consequences of this crisis will provide an opportunity to learn from innovations and social experiences on a small to very large scale. Therefore, changes in the competitive environment should be considered.

Keywords:

Transformational Marketing , Sports marketing , Innovation Sports