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AN ANALYSIS OF SPORTS MARKETING IN NIGERIA: A CASE STUDY OF SPONSORSHIP IN THE 8TH ALL AFRICA GAMES
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.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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