Tag Archives: Sports Management

Marketing Tools for Sports Management and Development in Universities (Published)

The university system is a fertile ground for identification, management, and development of sports talents for sports industry. Every industry including sports industry produces and offers products and services to the society. Sports products and services are produced by sportspersons for sports consumers, and this contributes to the socio-economic, political, infrastructural and cultural development of sports in the university and society at large, if well managed and marketed. Sports in universities can be managed and developed using marketing tools such as sponsorship, advertising, sales promotion, publicity and public relations, packaging, branding, merchandising, labeling, personal selling, direct marketing and warranty. The relevance and applicability of these marketing tools to sports management and development have been highlighted. It was recommended that sports marketing tools should be employed by universities for their sports management and developmental efforts and programmes. Experts in sports marketing and management should be integrated into the running of sports in universities. There should be collaboration between practitioners of sports and marketing professions to see how best sports can be marketed to consumers using different marketing tools. Researches on marketing and promotional tools with the aim of discovering more marketing tools and their applicability to sports should be encouraged.

Keywords: Marketing, Sports Development, Sports Management, University

On-Field Sports Spectatorship and Patronage: A Sociological X-Ray of Its Determinants for Effective Sports Management in Developing Countries (Published)

The critical and sociological insight on the on-field sports spectatorship and patronage in any society is important in sport studies especially for effective sports management. The on-field sports spectatorship and patronage can be influenced by diverse societal forces or determinants such as spectator’s level of interest, motivation and involvement in sports; type of sports involved; type/level of sports participants; safety and security in and around sports venues; ticket, ticketing and ticket dynamics for sports; finance and income level of sports consumers; publicity and media coverage of sports; crowd control mechanism at sports venues; social influencers and significant others in sports; means and distance to sports venues; purpose of sports meet; level and type of officials and officiating; composition of spectators or sports crowd; sponsors of sports events; stage of the sports competition; level and quality of sports organization; spectators’ past sports experience; establishing social contacts with sports personalities at sports venues; servicescape and sportscape of the sports facility; location of the sports venue; sports history of players, teams or clubs; sports schedule in terms of day and time; sports violence and hooliganism; intrinsic quest for sports entertainment; weather condition; sports culture of the society, and demographic characteristics of sports consumers. It was suggested among others that Ministry of Sports and sports organizations should boost the sports interest of spectators, motivate and sensitize them on the need for on-field sports spectatorship and to patronize sports. Sports organizers should consider the type of sports programme to package for spectators.

Keywords: Determinants, Patronage, Sports Management, Sports Spectatorship, developing countries

Attitude of Botho University Sports Management Students towards the Sports Management Programme: A Critical Analysis and Reflection (Published)

The narrative on attitudes of students and how these attitudes shape and define how students behave in a learning situation has been a subject of heightened discussion in many academic fora. Studies show that how people react or respond to something is more often than not motivated by their attitude towards it. Literature is also abound with information related to attitudes of students towards sport and physical activity but very little if any of such literature captures issues of attitudes of university students towards Sports Management. This study therefore examined the attitudes of Botho University (BU) Sports Management students towards their sport management programme and causative factors to such attitudes. All students (N = 33) in the department of Sports Management were selected to participate in the study. A structured questionnaire that employed a 5-point Likert scale was used for data collection. Data collected was analysed using SPSS version 22. Results of the study showed that Sports Management students had very positive attitudes towards their programme and this was due to among others, state of the art resources they used for learning, a conducive learning environment at the university with technology that supports learning.

Keywords: Botho University, Programme, Sports Management, Students, attitude