Introduction: Marketing orientation is a concept that on one hand gather information about the needs and desires of customers and competitors focused on capabilities and on the other hand is using corporate resources and the integration of divisions within an organization to create the most value for customers. The capital is now considered a key factor in market orientation and profitability of companies. In today's economy, knowledge is the most important capital, replacing the physical and financial capital, which is referred to as intellectual capital. Stewart believes that intellectual capital of knowledge, information, intellectual property, experience, competence and organizational learning that can be used to create wealth. In fact all employees, intellectual capital, knowledge and abilities it takes to create added value and lead to competitive advantage is continuous.
Methodology: The research method is descriptive-survey purpose.Practical purpose, the study population was 150 academics, administrators (Sport), heads of sports delegations, the experts are. To collect data, questionnaires, market orientation and intellectual capital Bontis Narver and Slater were used. To analyze the data, structural equation modeling (SEM) was used.
Results: The results show that indices evaluating the overall structural equation model considering these factors collectively suggested the optimal range research data support the hypothesized model developed by attending other words fitting the data to the utility model is established and all indices indicate a structural equation model.
Discussion: The results of research Fallahi, Baharestan (2014), Zargar et al. (2014) was consistent. The main theme of relationship capital, knowledge and relationships with customers in marketing channels is the main determinant factor in the transformation of intellectual capital to the market value and, consequently, business performance organization. Customer capital represents the potential of an organization external to the intangible factors. Relational capital, includes all the relationships that exist between organizations of any person or other organization.