The Reality of Sports Marketing in Al-Marj City from the Perspective of Club Employees

Abstract

Marketing has become one of the fundamental management disciplines receiving considerable attention in economically developed countries. The challenges facing various organizations are no longer limited to technical aspects but also encompass marketing aspects that are essential for organizational success and sustainability. Developing economies are also paying increasing attention to various fields of marketing, drawing on the scientific and practical experiences of developed countries. Consequently, establishing and developing effective marketing systems capable of promoting new products efficiently and effectively has become essential for countries seeking economic growth. This study aimed to assess the level of marketing planning and implementation in sports clubs from the perspective of their staff. It also examined differences in the evaluation of sports marketing practices according to employees’ professional experience and the nature of their roles within the clubs. The study employed purposive sampling to select 48 participants, comprising administrators, coaches, and sports specialists working in clubs participating in the Libyan League during the study period. The findings suggest that developing sports marketing in the clubs of Al-Marj requires a shift from traditional practices toward specialized and institutionalized marketing practices. This transition can be achieved through effective planning, qualified personnel, the use of modern technology, and the development of sports sponsorship and investment.