Enhancing Professional Women's Sports Marketing in Iraq: A Phenomenological Approach

Despite the growing global momentum of women's sports, professional women's sports marketing in Iraq continues to face numerous challenges. These challenges stem not only from cultural and social constraints but also from the lack of targeted marketing strategies and insufficient media attention. This qualitative study aimed to explore the enhancement of professional women's sports marketing in Iraq through a phenomenological approach. The research population included federation managers, professional coaches, national team players, sports journalists, and marketing experts, selected using purposive and snowball sampling techniques. Data were collected through 20 semi-structured interviews until theoretical saturation was reached and analyzed using Van Manen’s phenomenological method. The results revealed key barriers such as traditional mindsets, lack of infrastructure, weak media coverage, and financial limitations. However, opportunities were also identified, including increased sponsorship support, the use of digital media, and shifting public attitudes toward women’s sports. Based on the findings, improving sports infrastructure, enhancing media coverage, strengthening women’s managerial skills, and attracting financial support were identified as key strategies for advancing women’s sports marketing. Emphasizing the importance of academic research and collaboration between universities, sports federations, and the private sector, this study highlights the need for comprehensive and sustainable strategies to promote professional women's sports in Iraq. The findings may contribute to fostering a culture of women's sports, improving competitiveness, and increasing the economic return of this sector.