Effective Strategic Planning for Sports Marketing and Achieving real Investment: a Field Study of Algerian Elite Clubs

Abstract The study aims to know the important roles of marketing management and investment in sports clubs, especially in football, as it is the marketing field that absorbs the most money and marketing, with the selection of Algerian professional clubs, especially with the beginning of the lack of public funding that was affecting all clubs, and ways to search for methods of corporate investment and private financing in There has been an absence of a marketing culture for clubs and advertising for sports companies, and in view of the current management of professional clubs in general being characterized by a superior ability to perform precise financial and administrative management, as well as in terms of following up on the management of sports management and the movements of administrators, it requires it to take a suitable place for integrated management, and for this reason it has become necessary for administrators. Cognitive familiarity with modern scientific foundations while selecting principles or effective elements to achieve their desired goals. This is the goal that Algerian clubs have been striving to achieve since the enactment of the laws of sports professionalism to its application on the field, whether in terms of human, administrative or financial management. In light of this, our study came to clarify the relationship between marketing management and investment in Algerian professional clubs in managing funds, including inputs and outputs, and how they behave in light of the lack of government funding, and what are the strategies for searching for investment funding sources for this in terms of advertising and marketing. In the field part of the study, a sample of 04 Algerian clubs in the First Premier Division and 04 clubs in the Second Premier Division. A questionnaire form was designed for administrators, as well as an interview with the heads of the clubs of the study sample. In light of the results obtained, the researchers recommended the following: 1- The actual implementation of the contents of the Professionalism Law by transforming sports clubs into commercial institutions in order to reduce the state’s expenditures on clubs and reliance on investment. 2- Relying on the management’s advertising and marketing strategy in order to bring money to the clubs.