Dynamism of Sports Marketing on Organization of Professional Football clubs in Kwara State Nigeria
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Date
2022-02-28
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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.
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Keywords
Dynamism, Sports Marketing, Professional Football Club, Organization.