designing a marketing-oriented public relations model in professional futsal leagues in Iran.

Objective: In today's era, public relations is a valuable strategic and tactical tool that plays an effective and efficient role in establishing two-way communication in order to improve the current situation to a desirable and ideal situation in sports organizations. On the other hand, marketing strategy is the main strategy in sports-related issues, which is one of the key factors in the success of professional league clubs. Based on this, the present research was conducted with the aim of designing a marketing-oriented public relations model in professional futsal leagues in Iran. Methodology: This research was exploratory in nature and was conducted using qualitative methods, and had an applied nature, and data collection was done in the field. The statistical population of the research included all elite individuals in the field of futsal in Iran, experts in the field of sports management and marketing, experienced managers of futsal in Iran, experts in public relations, and former national futsal players with experience in futsal management. The snowball sampling method was used, and ultimately 15 individuals were evaluated. Data collection methods in this research were conducted in two ways: library research and grounded theory. In the qualitative section, the validity of the research methods was confirmed. The reliability of the grounded theory method was confirmed using the P-Scott method. In this research, descriptive statistical tests, including mean, standard deviation, frequency distribution tables, and descriptive tables of variables, were used for data analysis. The grounded theory process was also used, and the research hypotheses were identified. Results: The results indicated that the marketing-oriented public relations model is based on seven general concepts: public relations and organizations, public relations and events, public relations and media, public relations and individuals, public relations and fans, public relations and revenue channels, public relations and international relations. Conclusion: The findings of the present study have identified the model of marketing-oriented public relations and its axes, which professional futsal leagues can use to implement a successful marketing system in their public relations sector to develop interactions, communications, revenue channels, and also to gain satisfaction of their customers and stakeholders.

Public Relations, Marketing, Premier League, Futsal.