PSYCHOSOCIAL SPORT MARKETING ATTITUDES OF

Abstract

One of the strategy implementations in the achievement of the Nigeria Sport policy development is effective sport marketing (Onifade, 1999). The Nigerian government has been said to be solely responsible for funding and marketing sports hence, achieving the sports developmental goal is at its lowest ebb (Esuku, 2001).This study examined the psychosocial sports marketing attitudes of the stakeholders in the achievement of sports goal by 2020. It also determined attitudes of stakeholders towards sports marketing. The participants for the study consisted 1,200 Nigerian sampled from twelve States and from the various professions, who are stakeholders to sports marketing (corporate and private organizations, sports Journalists, sports psychologists, and sports councils, ministry of sports, coaches, labour unions, University and athletes). They were purposively sampled. The main research tool was the questionnaire that was used to obtain information on the different variables. The descriptive statistics of frequency and percentages were used for the analysis of the demographic information, while inferential statistics of t – test was used to test the hypotheses formulated at 0.05 level of significance. The results confirmed that Nigerian government is solely responsible for marketing sports which ought not to be if effective sports marketing must be realized toward the attainment of the millennium goals. Also revealed is fair positive psychosocial attitudes of few corporate organizations, and negative psychosocial attitudes from individuals of most corporate organizations. Suggestions were advanced towards the improvement of achieving the sports developmental goals.

Key word: implementation, sports policies, millennium goals

Keywords

• Implementation, sports policies, millennium goals

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