摘要：The aim of this study was to develop a model to identify obstacles and constraints facing marketing capabilities in Premier League football clubs. This survey is a exploratory research with Qualitative natuare that the grounded theory method were used. Statistical population included all of the football clubs’ managers and members faculty of sport management. Samples were selected by Theoretical and Snowball sampling. To collect data, Depth interviews by open-ended questions were used. Then, collected data from 16 interviews were encoded and analyzed through grounded theory method. The results of codes classification showed 25 marketing barriers at the three contextual, organizational, and behavioral levels. The contextual level includes micro and macro environmental barriers such as cultural, economic, political, social, media and government barriers. In structural level, barriers related to physical facilities and institutional barriers; and the behavioral level includes individual and administrative barriers such as planning and strategic thinking lack, and staff, coaches and players. Finally, the research model designed according to the three ramifications model. The proposed model can be used as an analytical tool for identifying football marketing so that it would solve problems of this field of sport reasonably and principally and Take action to solve these obstacles formally.
关键词：Barriers;Marketing Capabilities;Football Clubs;Premier league
