The Importance of Sports Media in Marketing 2022 World Cup Events: "Bein Sport News" Channel is a Case Study

The research addressed the problem of the impact of the sports media on the Bein Sport News channel on the marketing of the 2022 World Cup events, in Iraq as a case study. It aims to reveal the size and patterns of dependence of the Iraqi public, the research sample, on the Bein Sport News channel, and the topics that are marketed in the context of the events of the 2022 World Cup, arriving at the effects achieved among the Iraqi public, the research sample, as a result of their reliance on this channel in knowing the events of the 2022 World Cup. The research relied on the descriptive approach in describing sports media and marketing, the relationship between them, and the patterns and topics of the impact of sports media on the public. It also adopted a field survey method through the use of a questionnaire that was distributed electronically to a sample of (200) respondents from the Iraqi public residing in Baghdad Governorate who follow the channel, whether on social media platforms, on its website, or on television, to know the size and patterns of this dependence, and to reveal the effects achieved as a result of it. The research reached a set of results, the most prominent of which is that sports media employs sports marketing in an integrated manner with media tools and methods to achieve the desired goals, thereby influencing the interests, trends, and behaviors of the audience, and their levels of sports culture.