Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

Sports professionals believe that less popular sports deserve more care. Marketing is not only about making use of the best conditions to make profits, but also about adding value through supporting less popular sports which will make profits in the long run.This can be named sustainable sports marketing which can be defined as the continuous implementation of marketing activities in the sports context in order to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations.This is a mixed methods research where both qualitative and quantitative research methods have been used.Twenty-two interviews have been conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire have been collected.The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test, and hierarchical regression analysis have been performed.The results show that the elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete, and sports sponsorship.The results also show that the performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports

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