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.
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.