Sport marketing strategy as a predictor of sports development in South-West, Nigeria

No Thumbnail Available
Ajibola, G.S.
Journal Title
Journal ISSN
Volume Title
Kwasu Journal of Sports and Exercise Science (KWAJOSES)
The study investigated sport marketing strategy as predictor of sports develtuvncnl in South-West, Nigeria. The sample usedfor the study was two thousand four hundred and forty-one respondents. These respondents were classified into Ihrec: sporl.s• council officials, corporate organisations personnel, and sportsfans. Stratified, simple random, andpurposive sampling techniques were applied to select the respondents. Three research instruments were used for data collection: Corporate Promotional Strategies Questionnaire (CPSQ), Sports Organisation Questionnaire (SOQ) and Sports Fans Queslionnaire (SFQ). The reliability coefficient Qflhe inslruments were 0.85, 0."9 and 0.86 respeclively. The questionnaire copies were acbninistered on the selecled respondents. The hypotheses Qflhe study were tested at 0.05 level Qfsign(ficance using inferential statislics ofMultiple Regression Analysis. Findings of the study established that direct marketing and public relations strategies Mould be a predictor Qfsports development in South- West, Nigeria. Based on the findings, it was recommended that Sports managers should be enlightened on the numerous opportunities available to their organisations through the establishment of partnership with corporate bodies and take the advantage of such in ensuring sports developments in all ramifications.
Staff publications
promotional strategies , sports development , direct marketing , public relations , Research Subject Categories::SOCIAL SCIENCES::Social sciences::Education
Ajibola, G.S., (2017). Sport Marketing Strategies as Predictor of Sports Development in South- West Nigeria. Kwasu Journal of Sports and Exercise Science KWAJOSES, Department of Human Kinetics, Health Education and Sports Management, Kwara State University, Ilorin, Nigeria. 1 (1) 128-138.