SPORT MARKETING INDICES AS CORRELATES OF BASKETBALL DEVELOPMENT IN NIGERIA
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Date
2018
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UNIVERSITY OF ILORIN
Abstract
Government’s financial support for sport Federations in Nigeria steadily declines, even when sport all over the world is becoming more capital-intensive. In order to achieve economic sufficiency for long-term development of sport programmes in Nigeria, alternative sources of funding becomes imperative. Considering increased public and private sector participation in sports funding therefore becomes a necessity. The role of sport marketing (SM) in generating the required funds for sport programmes in the country cannot be over emphasised. This study therefore investigates SM indices as correlates of basketball game development in Nigeria. The objectives of the study were to: (i) investigate the relationship between sports products and basketball development; (ii) determine the relationship between sports price and basketball development; (iii) examine the relationship between “place” and basketball development; (iv) identify the relationship between advertisement and development of basketball;and (v) examine the relationship between sponsorship and the development of basketball game in Nigeria.
This study adopted descriptive design of survey type. The population of the study consisted of all the 539 stakeholders in the Nigeria Basketball Premier Leagues from which a sample of 512 was selected. The study employed structured questionnaire. Out of the total 512 copies of the questionnaire distributed, 436 was completed and analyzed. The descriptive statistics was used to analyze the demographic characteristics of the respondents. The main hypothesis was tested usingmultiple regression analysis while the six operational hypotheses were tested using Pearson Product Moment Correlation at 0.05 level of significance.
The findings of the study were that:
i. there was a positive significant relationship between sport products and basketball development in Nigeria (r = 0.995 >0.088);
ii. a positive relationship exist between sport price and basketball development (0.989 > 0.088);
iii. a positive significant relationship exist between “ place” and basketball development (0.991 > 0.088);
iv. sport advertisement and basketball development are positively related (0.989 > 0.088);
v. there was a positive significant relationship between sport media and basketball development (0.989 > 0.088);
vi. there was a positive significant relationship between sport sponsorship and basketball development (0.992 > 0.088); and
vii. the changes in sports development was explained by the indices of (R-square= .787; F= 6.203; Se=9.65942).
The study concluded that sport marketing indices have immence positive contributions to the development of basketball in Nigeria. The implication is that, the more the public and private sector participation in funding sports and the greater the development of sport marketing, the better will be the development of the game of basketball in Nigeria. The study recommended thatthe media should be further explored to communicate with target markets, while corporate organizations should be encouraged to further their sports sponsorship in order to promote sports and their product image.
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Keywords
SPORT MARKETING, SPORT MARKETING INDICES, CORRELATES, BASKETBALL, BASKETBALL DEVELOPMENT, NIGERIA