Investigation and selection of the appropriate promotion mix for Iran’s football pro-league. The AHP method

Abstract

For the purpose of the investigation and selection of the appropriate promotion mix for the Football pro-League of Iran, 13 experts in sport marketing responded to the researcher-designed questionnaire. The face and content validity has been proved by experts and its reliability as due to the inconsistency ratio of the questionnaires which is less than (0.1) can be proved as well. For data analysis the AHP method and the Expert Choice (11) software were used. The results showed that in the second level of the hierarchy, the advertising (0/625) ratio was dominant to public relations (0/375). In the third level, among the advertisement and public relation tools, TV advertising (0/522) and the media as one of the public relation tools had respectively the first and the second priority. We can say that, for improving football pro-League marketing, advertising is the most important criteria and TV advertising is the most important choice of promotion mix for Football pro-League.