AN ANALYSIS OF SPORTS MARKETING IN NIGERIA: A CASE STUDY OF SPONSORSHIP IN THE 8TH ALL AFRICA GAMES
AN ANALYSIS OF SPORTS MARKETING IN NIGERIA: A CASE STUDY OF SPONSORSHIP IN THE 8TH ALL AFRICA GAMES
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Date
2006-11
Authors
BALA, Maryam
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Abstract
The research work, which is on sport marketing, with particular reference to
the 8th All Africa Games was carried out because of the realization and
believe that for any sporting activities like the All Africa Games to be
successful, the necessary logistic must be put in place. Government alone
cannot shoulder the responsibility, hence the idea of marketing in order to
get sponsorship either in cash or in kind, to embrace sporting events.
Literature related to the study was reviewed. Specially, it addressed such
areas as concept of sports marketing, reason and objective of supreme
council for sports in Africa (SCSA), the role of COJA – the organising
committee of the 8th All Africa Games prerequisite for effective sports
marketing and the impact of sport marketing on the economy.
The research was based on free survey method. The population size of the
research was the 8th All Africa Games (AAG), and the sample was the staff
marketing department of the (AAG). Random sampling techniques was used
to select the 20 subject used as sample data, was collected using the
primary and secondary sources.
The major problem of the (AAG) sponsorship as identified in the study is
lack of awareness on benefits of marketing to their business. On the basis
of this, it was recommended that government should enlighten companies,
organisations and individual on the benefits of marketing to their business.
Equally, marketing should be entrench into the secondary curriculum, and
also be taught as a general studies course at tertiary institution.
Description
BEING A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL OF
AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF
ADMINISTRATION AHMADU BELLO UNIVERSITY
November, 2006
Keywords
ANALYSIS,, SPORTS,, MARKETING,, NIGERIA, CASE STUDY,, SPONSORSHIP,, 8TH ALL AFRICA,, GAMES