Speaker
Description
Background: Sport marketing has come up to be an important tool for improving sports
development worldwide, especially in developing nations as in Nigeria where inadequate
funding limits infrastructure growth. Purpose of Study: This study examined sports marketing
as mobiliser for basketball facility development in Nigeria and also analyzed the influence of
marketing components such as sponsorship, media promotion, branding, and fan engagement on
the development of basketball facilities, Methods: The study used a mixed-method approach.
Data collection: A total of 436 samples were selected for this study. Data were collected through
the use of questionnaire administered to stakeholders in the Nigeria Basketball family.
Results: Findings indicated that sports marketing significantly contribute to infrastructure
development which attracted private investment, increasing revenue streams, and enhancing
stakeholder participation. It was however faced with challenges, such that her effectiveness was
limited by weak policy implementation, inadequate commercialization structures, and over-
reliance on government funding. Conclusion: The study concluded that reinforcing sports
marketing strategies can speed up basketball infrastructure development in Nigeria.
Recommendations: This included adopting public-private partnerships, improving media rights
commercialization, and implementing sustainable marketing structures.
| Corresponding Author's Email | aina.mg@unilorin.edu.ng |
|---|---|
| Keywords | Sports Place, Sports Distribution, Sponsorship, Facility development |