en مديريت ورزشی و شاخه‌های وابسته بدان Sport Management and its related branches مقاله اصیل Original Article <div style="text-align: justify;"><strong><span style="font-family:times new roman;"><span style="font-size:12px;">Background. </span></span></strong><span style="font-family:times new roman;"><span style="font-size:12px;">Marketing</span></span><span style="font-family:times new roman;"><span style="font-size:12px;"> mix is a tool which can be used by administrators to achieve their goals.<br> <strong>Objectives. </strong>This research investigated the role of sports marketing mix in generating revenue for football clubs.<br> <strong>Methods. </strong>Data for this mixed method research was obtained from library studies, interviews with experts, and questionnaires. The statistical population comprised employees of the Football Federation, football clubs, and universities in the field of sports marketing. Theoretical sampling was conducted in the qualitative stage and interviews continued to the point of saturation. The whole statistical population was sampled in the quantitative stage.<br> <strong>Results. </strong>The results showed that each element of the sports marketing mix apart from price had a positive and significant impact on generating revenue for football clubs.<br> <strong>Conclusion. </strong>Based on the importance and the role of sports marketing mix in generating revenue for football clubs, it is recommended that club managers strive to choose an appropriate marketing mix.</span></span></div> Marketing Plan, Price, Revenue, Managers 95 102 http://aassjournal.com/browse.php?a_code=A-11-236-1&slc_lang=en&sid=1 Jabar Seifpanahi Shabani seifpanahi.j@znu.ac.ir 10031947532846007068 10031947532846007068 Yes Department of Sport Sciences, Faculty of Humanities, University of Zanjan, Zanjan, Iran Hassan Gharehkhani gharehkhani@znu.ac.ir 10031947532846007069 10031947532846007069 No Department of Sport Sciences, Faculty of Humanities, University of Zanjan, Zanjan, Iran Fakhrozaman Naderi fakhri_naderi@yahoo.com 10031947532846007070 10031947532846007070 No Department of Sport Sciences, Faculty of Humanities, University of Zanjan, Zanjan, Iran