Identifying and analyzing the role of exploitation of renewable energy sources in the green marketing of Iranian football stadiums

Sustainability initiatives at athletic venues are on the rise. Many professional and collegiate leagues have adopted energy or water conservation efforts, increased recycling and/or composting rates, purchased or generated renewable energy. Thus, the purpose of this study was to identify green requirements the role of exploitation of renewable energy sources in the green marketing of Iranian football stadiumsThe present study was a qualitative research and the qualitative content analysis method was used to analyze the data. The statistical population of the present study included experts in the field of sustainable development, managers and technical engineers of the stadiums where the Iranian Football Premier League was held in the years ۲۰۱۹ to ۲۰۲۰ Iran. Access to research samples was done by purposeful sampling method and then continued by snowball method.Finally, after conducting interviews with ۱۲ people, theoretical saturation was obtained. After collecting and analyzing the interviews, ۳۵ open codes were obtained, which were divided into ۱۲ pivotal categories. Finally, from the obtained categories, three concepts of green management (pivotal categories of Upgrade the stadium brand, Increasing green tourists, Increase green customers, Promote green sports, Attract a sponsor) Monetization) pivotal categories of Sell additional energy sources, Increase ticket sales, Privatization, reduction in costs, Rising service prices (Green product production) pivotal categories of Production of green energy sources, Improve service quality) were obtained.due to the environmental problems in the world, the world community is moving towards a clean earth free of any environmental hazards and conservation of resources for future generations. Therefore, in our country, positive steps must be taken towards the use of renewable energy sources and sustainable economy. Therefore, it is hoped that the results of the present study will be used for sustainable development and green marketing of the country s football clubs.

کلیدواژه ها:

Football ، Stadium ، energy ، Marketing ، Green ، Renewable