SPORT MARKETING AS PREDICTOR OF SPORTS DEVELOPMENT IN EDO STATE, NIGERIA, WEST AFRICA
Journal Title: Academic Research International - Year 2013, Vol 4, Issue 6
Abstract
The study examined if marketing of sports is a predictor of sports development in Edo State, Nigeria. The ex-post facto design was adopted for the study, and the main research instrument used was a modified closed ended Likert type of questionnaire which was validated. The reliability of the instrument was employed using Crombach Alpha to determine the internal consistency of the questionnaire and 0.84 was obtained. The data was analyzed using regression statistical analysis set at 0.05 alpha levels. The finding was that, sports marketing did not significantly predict sports development in Edo State, Nigeria (B=-.042, t = - 336, sign. T = .690, P<0.05). The null hypothesis is therefore accepted based on the finding; it was recommended that, utilization of marketing strategies and ability to encourage private individual or entrepreneur to develop interest in sports. Equally, sports sponsorship should be the motivational factor by the government.
Authors and Affiliations
Awoma Christopher. I, Boye Thomas. E
Keywords
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