An Analysis Of Sports Marketing In Nigeria: A Case Study Of Sponsorship In The 8th All Africa Games

📄 Project 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 ...