Corporate promotional strategies as correlates of sport development in Nigeria

Abstract

This study was carried out to examine corporate promotional strategies as correlates of sports development in Nigeria. The strategies examined included advertisement and public relations. Two hypotheses were postulated and tested at 0.05 alpha level. Descriptive survey research method was applied. Data was collected from 4441 respondents classified into sport council officials, corporate organisations‟ personnel and sport fans. Simple random and purposive sampling techniques were used to select the respondents. Three instruments, namely, Corporate Promotional Strategy Questionnaire (CPSQ), Sport Organization Questionnaire (SOQ) and Sport Fans Questionnaire (SFQ) were used. Multiple Regression Analysis was adopted to analyse the data. The findings revealed that advertisement and public relations promotional strategies have significant correlation with sport development. Therefore, it is recommended that sport managers be enlightened of avalanche opportunities available to their organizations by establishing partnership with corporate bodies and take advantage of such for sport development in all ramifications. Policies that will encourage corporate organizations to earmark a portion of their annual profits for sport promotion are also recommended