Audience At Sports Competitions As Predictor Of Effective Sport Marketing In Nigeria

Abstract

Audience at sports competitions comprise of all persons within the sports venues (stadia) with an objective to watch, cheer or support the players (active participants), was hypothesized to be a predictor of effective sport marketing that could help to boost the economic development in Nigeria. The target population comprising of all employed coaches, athletes, sports
psychologists, sports journalists, workers in corporate and private organizations, educational institutions and departments in the study areas in Nigeria involved in educating persons in sports disciplines was studied using the ex-post facto research design. The purposive multi-stage random sampling technique was used to select a sample size of 674 respondents from the target population. A self structured 47-item questionnaire whose construct validity was ascertained using the factor analysis and reliability index of 0.87 at P<0.05 determined with the Cronbach Coefficient Alpha was the instrument used. Multiple regression analysis of the data generated revealed that audience at sports competitions is indeed a predictor of effective sport marketing in Nigeria.