Mohsen Bagherian - Assistant Professor of Sport Science Department, Science and Research Branch, Islamic Azad University, Tehran,Iran
Farah Aabdi

Background: It is more than a decade since sport discount cards emerged in Iran. Some evidence suggests that despite the remarkable development and improvement of IT, these cards have not adequately developed to satisfy the sport fans and costumers. Materials and methods: For this purpose, the research team including software experts (N =2), sport marketing agents (N=2), owners of discount cards business (N=4), supply chains (N=3) and costumers (N=4) was organized. This study is a qualitative research which has been done based on focus group method. Results and discussions: Group sessions were held in three phases and seven sessions. In the first phase, IT based requirements of sport discount cards were deployed. The second phase included needs analysis of these cards. Finally, CRM of discount cards was designed. Conclusion: The research results indicated that if requirements are analyzed correctly and the optimal structure of discount cards established base on IT, it would increase the card holders loyalty

Design, CRM, discount card, fan card, sport marketing