The Evolution of the Sports Industry: The Role of Advanced Marketing Strategies and Emerging Technologies in Increasing the Average Attracting and Retaining Customers of Sports Venues

In recent years, due to the rapid growth of the sports industry and the need to attract and retain customers, the use of advanced marketing strategies and new technologies has become key tools for success in attracting audiences and promoting their loyalty to sports venues. The present study was conducted with the aim of investigating the impact of these strategies and technologies on attracting and retaining customers in sports venues. The present study is of an applied type and its statistical population includes customers of sports venues in the Kermanshah and Kurdistan regions. Standard and researcher-made questionnaires were used to collect data, and after verifying their validity and calculating their reliability, the data were analyzed. The results of the study show that using an effective combination of the marketing mix and utilizing emerging technologies has a positive and direct impact on the process of attracting and retaining customers. In particular, using physical and virtual space to introduce and enhance sports services increases competitiveness and improves customer experience. It is suggested that managers, by relying on these strategies and employing new technologies, establish closer relationships with their customers and thereby strengthen their loyalty, because the cost of retaining existing customers is much lower than attracting new customers.