The Role of Sports Marketing in Developing Sports Activities at Soran University

This study aims to develop the available sports capacities at Soran University and to identify the importance of marketing in colleges of physical education. The research was conducted on 31 faculty members from the College of Physical Education at Soran University, who were intentionally selected to represent the study population. The selection was based on specific research variables, including position, years of experience, and academic qualifications.

  The validity of the study was statistically verified using SPSS software. The results indicated that the overall level of sports marketing's role in developing sports activities at Soran University was very high, despite issues such as a lack of funding, weak planning, and the absence of qualified personnel. However, statistical analyses revealed no statistically significant differences regarding the role of marketing. The reliability and validity of the questionnaire were confirmed using Pearson correlation coefficients, the extreme groups method, and Cronbach’s alpha coefficient, which confirmed its effectiveness as a measurement tool.

  Scientifically, this study contributes to understanding the dynamics of sports marketing within the local context, focusing on the economic and administrative challenges facing sports activities at Soran University. The research addresses the vital role that sports marketing plays in enhancing the performance and sustainability of sports activities at Soran University. With the increasing professional and commercial nature of sports, marketing has become a vital function of modern sports institutions. This study reviews the challenges facing sports marketing at the university level and proposes strategic solutions to leverage marketing in support of and development within the sports sector.

  The research problem lies in the university’s heavy dependence on government funding, which limits its ability to support and expand sports programs. There is also a clear gap in the existence of strategic marketing plans, weak private sector participation, and poor utilization of internal resources. The researcher believes that without adopting effective marketing practices and diversifying funding sources, the university’s sports sector will remain unable to grow and compete.