Keywords
sports promotion
sports media
sports advertising
sports sponsorship
How to Cite
Abstract
Sports federations in Nigeria have seen a steady decline in state funding while sport all over the world has become a more capital-intensive enterprise. The role of sport promotion in generating funds for grass-root sport programmes in the country is vital. This study investigates sports promotion as a determinant of basketball development in Nigeria. The key objective of this study is to examine stakeholders’ perceptions of the influence of the media, advertising and sponsorship on basketball development in Nigeria. This study has adopted a descriptive design of survey type with a population of 512 stakeholders in the Nigerian Basketball Premier League, who were all purposively selected as participants. A reliability coefficient of 0.72 was obtained. The study employed a structured questionnaire. Out of the total of 512 copies distributed, 436 were completed and analyzed. The hypotheses were tested using a Chi-square test at alpha 0.05. The findings of this study indicate that the stakeholders perceive sport advertising (Cal. ᵡ2118.450 > 16.129), sport media (Cal. ᵡ278.633 > Crit. ᵡ216.129), and sport sponsorship (Cal. ᵡ257.225 > Crit. ᵡ216.129) as significant determinants of basketball development in Nigeria. The study concluded that sport promotion indices largely determine the development of basketball in Nigeria. The implication is that increased public and private funding into basketball fosters its development in Nigeria. The study recommends more research into effective communication with target markets and active encouragement of corporate organizations; generous sponsorship promotes sports and enhances their business product image.
References
Meera S. Marketing Mix of 4P‟S for Competitive Advantage. Journal of Business and Management 2012; 3: 40–45.
Alexandru L. M. Sport Marketing Mix Strategies. SE A - Practical Application of Science 2013; 1: 298–303.
Aina M. G. Perception of Stakeholders on Sport Marketing Indices as Determinants of Basketball development in Nigeria. PhD. Thesis 2019.
Lopez-Gonzalez H., Esteez, A., Guerrero-sole F., Griffits M. D. Betting is loving and bettors are predators: A Conceptual Metaphor Approach to onlinesports betting advertising. Journal of Gambling Studies 2018; Epub ahead of print.
Awoma C. I., Boye T. E. Sport Marketing as Predictor of Sports Development in Edo State, Nigeria, West Africa. Academic Research International 2013; 4: 295–300.
Mohibullah K. M., Hazratullah K., Asif A. A. Mass Media and Promotion of Sport (Historical Perspectives). Asian Journal of Social Sciences & Humanities 2014; 3: 159–163.
Kotler P., Keller K. E. Marketing Management. Fifteenth Edition. United States of America: Courier/Kendallville, 2016.
Asim T., Shahid, M. The Impact of Sports Sponsorship on Brand Image and purchase intention. Interdisciplinary Journal of Contemporary Research in Business 2012; 4: 659–667.
National Sports Policy of Nigeria; 2009 http://kyg.nigeriagovernance.org/Attachments/Organization/Act/252_National%20Sports%20Policy%202009.pdf.
Aibueku S. O. A Comparative Analysis of Nigeria's Development Policies; 1989 and 2009. Ozean Journal of Applied Sciences 2011; 4: 115–120.
Tsorda C., Papadimtriou D., Paraganas P. The Influence of Sport Sponsorship on Brand Equity and Purchase Behaviour. Journal of Strategic Marketing 2018; 26 9: 85–105
FIBA. FIBA World Ranking Presented by NIKE 2018: https://www.fiba.basketball/rankingmen. Accessed 3rd March, 2020.
Nigerian Basketball Federation Technical officials 2017: http://nbbf.ng/category/news/Rerieved 15/09/2020.
Hall S. This is how Covid-19 is affecting the world of Sports 2020: https://www.weforum.org/agenda/2020/04/sports-covid19-coronavirus-excersise-specators-media-coverage/. Accessed 10 November 2020.
Roger G. N. Broadcasting Team Sports. Scottish Journal of Political Economy 2007; 54: 400–421.
Young H. L., Joon- Ho K. Designing ticket price strategies for professional sports teams using conjoint analysis. International Journal of Sports Marketing & Sponsorship 2011; 124–138.
Williams J., Chinn S. Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communications 2010; 3: 422–437.
Vale L., Fernandes T. social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing 2018; 26: 37–55.
Kassing J. S. Fan-athlete interaction and Twitter tweeting through the Giro: A case study. International Journal of Sports Communication 2010; 3: 113–128.
Hambrick D., Simmons F., Greenhalgh T., Greenwell K. The Structure and Function of Communication in Society. The Communication of Ideas 2010; New York: Institute for Religious and Social Studies.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2021 Array