Abstract

In this study effective sports marketing is defined as incorporating individuals, private and corporate organizations into the sports industry and applying the sports market mix. The target population comprised of employed coaches, athletes, sports psychologists, sports journalists, workers in corporate and private organizations with sports concerns in educational institutions and departments involved in educating persons in sports disciplines. The study employed the descriptive survey research method of the ex-post facto research design while the purposive multi-stage random sampling technique was used to select a sample size of 674 respondents from the target population. A self structured 47-item questionnaire whose construct validity was ascertained using the factor analysis and a reliability index of 0.87 at <0.05 determined using the Cronbach Coefficient Alpha was the instrument used. The study noted that public relations which entail media and community relations and, an essential aspect of the promotion phase in the sports market mix would predict effective sports marketing as well as help boost the Nigeria economy if incorporated into the nation’s economic development mix.

Key Words: Sports Marketing, Sports market Mix, Public Relations, Promotion, Economic   Development Mix.

^JCMRJournal of Communication and Media Research, Vol. 3, No. 1, April 2011, 67 – 73.

© Delmas Communications Ltd.

About the author

*Dr. Emmanuel Oghenebrorien Akarah is a Lecturer in the Department of Physical and Health Education, Delta State University, Abraka, Nigeria.

Full Article

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