Dynamism of Sports Marketing on Organization of Professional Football clubs in Kwara State Nigeria

Abdulraheem Mulikat(1*),

(1) University of Ilorin
(*) Corresponding Author




DOI: https://doi.org/10.26858/cjpko.v14i1.32484

Abstract


This study investigated the dynamism of Sports Marketing in the organization of professional football clubs in Kwara State, Nigeria. The objectives of this study were to assess the relationship between advertisement, a brand of sports product, and the organization of professional football clubs. A descriptive research design of survey type was used. The population for the study comprises sports administrators in the sports council and management of Kwara United and Abubakar Bukola Saraki Football club. A multistage sampling procedure was used to select 120 respondents. The researchers-structured questionnaire was used for the study. The instrument was validated by experts in the Department of Human Kinetics Education and Marketing Department, University of Ilorin. The reliability level of the Instrument was established through the test re-test method using Pearson Product Moment Correlation (PPMC). A correlation co-efficiency of 0.87r was obtained. The administration of the instrument was done by researchers. The data collected were analyzed using Inferential Statistics of Pearson Product Moment Correlation (PPMC) at a 0.05 alpha level. The result revealed that there was a significant relationship between advertisement, branding of sports products, and organization of professional football clubs. The study recommends that there is a need for clubs management and other stakeholders at various clubs to encourage the private sector to partner with them in the area of market strategies by placing their advertisement on the club jersey.

Keywords


Dynamism; Sports Marketing; Professional Football Club; Organization.

Full Text:

PDF

References


A Bulus, W, Z and Adeyanju, F.B (2018) Administrative strategies for sustainable optimal sports development in Nigeria. Journal for Physical Health Education Sports and Dance 8 (1) 119-125

Abeza, G, O’ Reilly, N & Reid, I (2013) Relationship between marketing and social media in sports. International journal of sports communication 6 (2) 120-142

Alexia L (2017) How test messaging can help grow your sports team. Accessed https://www.testmagic.com retrieved on 10/12/2018

Awoyinfa, J. O (2017) Modern trend in sports administration and management 1st edition RCC & Publisher Lagos state, Nigeria.

Babalola, S. A. (2011). Influence of the Nigeria Premier league on the development of soccer in Nigeria. Unpublished M.Sc thesis submitted to the Department of Physical and Health Education, Ahmadu Bello University, Zaria.

Belch, G. F. & Belch, M. A. (2007). Advertising and promotion: An integrated marketing communications perspective, 8th ed. McGraw Hill/Irwin, New York.

Bouzou, J (2012) Sports Diplomacy: A lever for sustainable peace. Gilbert and Bennet

David, S., Hans W., Shayne Q. & Daniel F. (2009). Sport management series: Strategic sport marketing 3rd edition. Allen & Unwin.

Fasan, C, O (2013) The centrality of sports in economic progress and national unity. Centennial Epoch memories and legacies of the Nigeria Sate. Ed. Biodun Akinpelu

Fasan, C, O (2015) Introduction to sports administration. Beulah Publishers Lagos Nigeria.

Football for Development (2010) conference reports on development through football and sustaining the potential of the first African 2010 Worldcup. Vienna April 2010 www.footballfordevelopment.net

IOC, (2011). Olympic marketing fact file. www.pwc.com/sportsonlook.

Mullin, Bernard J., Hardy, Stephen Sutton, & William A. (2007) Sport Marketing. 3rd ed. Champaign: Human Kinetics, cop. 2007

Okpara .A (2014) Resolution in sight for Giwa Nembe issues. The guardian newspapers Saturday march 22, 2014, 3-4.


Article Metrics

Abstract view : 35 times | PDF view : 5 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Abdulraheem Mulikat

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

COMPETITOR IS LICENSED BY :

 Creative Commons License COMPETITOR is licensed under a Creative Commons Attribution 4.0 International License.


COMPETITOR EDITORIAL LOCATION :

 width= Kampus FIK Banta Bantaeng, Jalan Wijaya Kusuma Nomor 14, Rappocini, Makassar, Postal Code 90222


COMPETITOR IS INDEXED BY