Abstract
This study examines how commercialization and a competitive environment (CE) in sports have reshaped the role of coaches, positioning them as both athletic leaders and key influencers in marketing trends (MT) and strategies. By exploring coaches’ attitudes toward advertising (ATA), it highlights the significance of communication theory in understanding the evolving dynamics of sports marketing. Employing a quantitative survey methodology and structural equation modeling (SEM) analysis, the study investigates the complex interplay among these variables. The findings reveal significant associations between the competitive environment and coaches’ attitudes toward advertising, underscoring the importance of strategic marketing initiatives in response to competitive dynamics. Moreover, a substantial correlation is observed between marketing trends and coaches’ attitudes toward advertising, emphasizing the need for sports organizations to adapt their marketing strategies to align with current market dynamics. Additionally, the research highlights the multifaceted nature of factors influencing coaches’ attitudes toward advertising, including ethical beliefs, adherence to rules, and personal utility. These findings offer valuable insights for developing more effective advertising and marketing strategies tailored to the unique context of sports coaching, contributing to the advancement of marketing practices within the sports industry.