AN ANALYSIS OF SPORTS MARKETING IN NIGERIA: A CASE STUDY OF SPONSORSHIP IN THE 8TH ALL AFRICA GAMES

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dc.contributor.authorBALA, Maryam
dc.date.accessioned2014-03-04T12:12:37Z
dc.date.available2014-03-04T12:12:37Z
dc.date.issued2006-11
dc.descriptionBEING 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, 2006en_US
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/3197
dc.language.isoenen_US
dc.subjectANALYSIS,en_US
dc.subjectSPORTS,en_US
dc.subjectMARKETING,en_US
dc.subjectNIGERIAen_US
dc.subjectCASE STUDY,en_US
dc.subjectSPONSORSHIP,en_US
dc.subject8TH ALL AFRICA,en_US
dc.subjectGAMESen_US
dc.titleAN ANALYSIS OF SPORTS MARKETING IN NIGERIA: A CASE STUDY OF SPONSORSHIP IN THE 8TH ALL AFRICA GAMESen_US
dc.typeThesisen_US
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