Sports sponsorship in Nigeria - a preliminary study : short communication
It was concluded that sports sponsorship has contributed positively to the development of sport in Nigeria, but more incentives should be provided to corporate organizations in order to promote their sponsorship of sporting events in the country.
Abstract
In the last decade, Nigerian teams have excelled at a number of international sports competitions, notably the All-African Games, Olympic and Commonwealth Games. Given the role of effective sponsorship and marketing in sports development, this study was designed to find out the extent to which corporate sponsorship impacts on the promotion of sport in the country. Consequently, a preliminary assessment of the effectiveness of sports sponsorship in south-west Nigeria as perceived by stakeholders in several sectors of the economy was undertaken. Participants were 370 respondents who comprised workers of some private organizations, officials of sports supporters club, support service personnel and sport administrators in Lagos metropolis, Nigeria. Information for the study was collected using structured questionnaires and data were analyzed descriptively. It was concluded that sports sponsorship has contributed positively to the development of sport in Nigeria, but more incentives should be provided to corporate organizations in order to promote their sponsorship of sporting events in the country.