ROLE OF SPORTS MARKETING IN PROMOTING UNITY AND SOCIAL RESPONSIBILITY IN NIGERIA

Abstract

This study examined the potentials of sports marketing in promoting unity and social responsibility among Nigerians. The objectives of the study were to find out the effect of sports marketing on the growth and development of particular sport in Nigeria, like football, to examine the relationship between sports marketing indices (product, price, site, and promotion) and Nigerians' unification through sports (football). The population of this research consisted selected residents in the South-South Geopolitical Zone in Nigeria who are 18 years and above; and the sample size of this study was 400 respondents drawn from 6 cities (Benin City, Asaba, Port Harcourt, Uyo, Yenagoa and Calabar) from South-South, Nigeria and a stratified sampling technique was adopted to select the respondents. The study adopted descriptive statistics (frequency, percentages and tables) and inferential statistics (p-value, t-value and F-statistics) as its major statistical tools for data analysis. The analysis established that that sports marketing has significant effect on the growth and development of a particular sport in Nigeria, like football; that sports marketing indices (product, price, place, promotion) has significant relationship with the unification of Nigerians through sports and that marketing strategies employed by Nigerian sports organizations has significant influence on the collective identification and accountability perceived by supporters and the larger public. Finally, the study recommends the enhancement of infrastructural development, and the adoption of a holistic marketing mix that incorporates product development tailored to local preferences.