The Reality of Sports Club Financing and Its Relationship with Administrative and Marketing Performance from the Perspective of Employees in Sports Clubs in Saudi Arabia

Abstract

This study aimed to analyze the current state of sports club financing in Jeddah Governorate and its relationship with administrative and marketing performance from the perspective of club employees. The study adopted a descriptive-analytical approach and used a questionnaire to collect data from a sample of 145 employees working at Al-Ahli and Al-Ittihad sports clubs. The findings indicated that sports clubs benefit from diverse funding sources that contribute to meeting their needs and improving performance. However, insufficient funding was found to have a significant negative impact on administrative and marketing performance, as well as on sports facilities and activities. The results also revealed statistically significant differences related to age and years of experience in some study dimensions, whereas no significant differences were observed according to club affiliation or educational qualification. The study recommends strengthening sustainable financing sources, developing sports marketing and investment strategies, and establishing specialized units to manage financial resources and investment opportunities in order to enhance performance efficiency and achieve financial sustainability in sports clubs