Sports Marketing in Nigeria: Governments’ Funding and Sports Development Recommendations

Abstract

The Nigeria government has been identified as being the major proprietor of sports in terms of funding and administration. Policies have been formulated by the Nigeria government that are aimed at making the sports sector a contributory sector to her economy base. However, the policies which seek to use the Public-Private Partnership (PPP) model in the sector have not been implemented. Sports marketing in Nigeria depict the marketing of sports products and services directly to consumers of sports and on the other hand, entail the marketing of other consumer and industrial products or services through sports promotions. Sports marketing would be effective in Nigeria if sports activities are designed by the Nigeria sports sector to meet the sports needs and wants of sports consumers through exchange processes that are aimed at generating revenue that would develop sports and boost the Nigeria economy. The article identifies the conceptual model for effective sports marketing in Nigeria as a panacea for attaining the Vision 20:2020 through adopting and implementing the sports market mix in the sports sector with the active involvement of corporate and private organizations as well as other stakeholders. DOI: 10.5901/ajis.2014.v3n1p279