The Role of Social and Digital Media on Sport Marketing in Iraq and Its Effect on Football

Abstract

The purpose of this study is to understand the role of social and digital media on sport marketing and its effect on football in Iraq. This study employed a quantitative approach, with data collected by a questionnaire. Questionnaire was sent to 200 people, and they were all contacted for responses. Most of the respondents use social media (SM) as their favorite over traditional media, which suggests that the influence of SM in the life of Iraqi people is more than traditional media. Maximum respondent use facebook for their social activities through SM. Almost all respondents like, comment or share the SM posts and active on posting messages, watching the ads on SM. SM also helps respondents to get more information and they feel more connected to the brand sponsoring football clubs. Respondents also inspiring SM campaigns of sponsoring football clubs and purchase the product of that company which is promoted by their favourite player or team or club. Thus, SM and digital media plays an important role in sports marketing strategies in Iraq for major retail brands, as it allows consumers to stay update with the latest products as well as their promotions and allows them to engage in a wide range of football events and even hear from their football sport idols