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- Title
Development of Strategies to Increase Revenues of Thai League Football Clubs.
- Authors
Rungrote Pornkhuntod; Pram Inprom; Saowalee Kaewchuay; Oam Toaj; Jarosporn Pussakham
- Abstract
The purpose of this study was to develop strategies and plans for increasing the financial resources of football clubs in the Thai League: (a) by establishing a conceptual framework; (b) by studying the current and desired conditions by conducting interviews with 448 participants from the Thai football industry; (c) by conducting indepth interviews with 9 experts to obtain a draft strategy; and (d) by reviewing the revenue-boosting strategy development based on the input from the experts. The data were analyzed using the modified priority index (PNI modified). The results showed that the highest priority for revenue-increasing strategies was sports social media coverage (PNImodified = 0.903), followed by a marketing mix (promotion) (PNImodified = 0.515), broadcast rights income (PNImodified = 0.502), cost reduction (PNImodified = 0.432), adherence to morality and ethics (PNImodified = 0.415), and social identity (PNImodified = 0.377).
- Subjects
SOCCER teams; BUSINESS revenue; MARKETING mix; GROUP identity; COST control
- Publication
Journal of Exercise Physiology Online, 2023, Vol 26, Issue 6, p23
- ISSN
1097-9751
- Publication type
Article