Babatunde Olu’ Asagba
Department of Human Kinetics and Health Education, University of Ibadan
Abstract
The cost of running sports is rising daily. Individuals, clubs and even nations are finding it extremely difficult to cope, hence they are finding alternative ways out. The major alternative one would expect is sponsorship but in Nigeria it is not forthcoming. This study will therefore look into the perceived impediments of sports sponsorship in Nigeria. All the personnel and athletes of the National Sports Associations in Nigeria were used as the population for the study. The survey research design was used with a sample size of 1,500 broken down to 25 chairmen, 50 secretaries, 325 coaches, 1000 athletes and 100 sponsors. The simple random sampling technique was used to select 25 out of the 32 Associations. A self-designed Structured Sports Sponsorship Analysis Questionnaire (SSAQ) was used for data collection with a reliability of 0.88. Simple percentage and chi-square at 0.05 alpha level were employed. Four variables were tested, these were; governmental
funding of sports programmes, economic environment, level of
professionalism and the negative outcome of sponsored programmes as perceived impediments. The findings were that all variables constituted significant impediments to effective sports sponsorship in Nigeria. Some of the recommendations made were that since government cannot do it alone, it should encourage corporate bodies, companies and even individual through tax rebate and recognition, to help finance competitions and even individual athletes. Efforts should be geared towards a high level of professionalism in Nigeria sports. Administrators must ensure that the outcome of sponsored programmes achieve the overall objectives of the sponsors.
Introduction
Sports are an institutionalised physical activity in which the rules and regulations are fixed. It embraces athletics, gymnastics, games and activities of individual and team varieties.
It could be engaged in competitively or for recreative purpose. According to Bucher and Krote (1993) sport was differently characterised as a “game occurrence, as an institution and a social situation or secular system”. Dunn (1996) opined that sport is getting more popular worldwide with its attendant huge financial investments. Hence Okafor (1999) opined that sports in all dimensions is big business, this explains therefore that in this millennium, it is a symbol of wealth, fame and recognition which sets the dictates and social, political and economic growth and order in many countries.
There is a wide variety of sports programmes that need to be financed, hence different avenues must be explored to source fund. Some of the ways are fund raising, fees
or charges and tax support, (Coopland, 1991). Others are through government, individuals and corporate bodies. Awosika (1996) however pointed out that each of these measures can be limited in its potentiality to generate fund. Sleight (1989) had submitted that sports sponsorship represents a promising source of funding sports programmes, it may also include funding and organisational assistance.
Statement of the Problem
For a long time now, sports has been mostly sponsored by government in Nigeria.
However, economic problems made it increasingly difficult for government to do so alone, hence, different national sports associations have embarked on fund raising drives to complement the inadequate funds given by government. However, in Nigeria, sports sponsorship is still at low ebb. This work is therefore to look into the perceived impediments to effective sports sponsorship in Nigeria.
Research Hypotheses
The following null-hypotheses shall be tested in this study;
(1) Government funding of sports programmes will not be a significant impediment to sports sponsorship in Nigeria.
(2) Economic environment will not be a significant impediment to sports sponsorship in Nigeria.
(3) Level of professionalism in Nigeria sports will not be a significant impediment to sports sponsorship in Nigeria.
(4) The outcome of sponsored sports programmes will not be a significant impediment to sports sponsorship in Nigeria.
Methodology
The descriptive survey research design was used for this study.
Population
This comprised of all chairmen, organising secretaries, assistant organising secretaries, coaches, registered athletes of National Sports Associations in Nigeria and corporate/individual sponsors.
Sample and Sampling Techniques
The simple random sampling technique of fish bow with replacement was used to select 25 of the 32 National Sports Associations.
Research Instrument
A self-structured questionnaire was used to gather information from the
respondents. It was a close-ended type of summated rating with weight allotted to enable respondents indicates the extent to which they agreed or disagreed. For validation, the instrument was given to three colleagues and an English expert, for correctness. The test- retest method was used to find its reliability, involving 20 members of staff of Ogun State
Sports Association, who were not part of the study. The reliability co-efficient was found to be 0.88.
Data Collection
The researcher in company of three research assistants personally administered the questionnaire for on the spot collection.
Data Analysis
Descriptive statistics of frequencies and percentages were used to analyse the demographic characteristics of the respondents while the non-parametric statistics of chi- square was used to test the hypotheses. The decision criterion for the hypotheses tested was set at 0.05 alpha level of significance.
Findings and Discussions
Table 1: Frequency and Percentage Distribution of Respondents by Gender Gender Frequency Percentage
Male 1038 70.53
Female 462 29.47
Total 1,500 100
Table 1, shows gender distribution of respondents. It reveals that 1038 (70.53%) of them were males while on 462 (29.47%) were females. This shows that males are more involved in sports, either as actors or as officials. This is in line with the submission of Asagba (2005), that our culture surrogate frowns at the sight of women taking part in competitive sports where activities are vigorous.
Table 2: Perception on Adequacy of Government Funding of Sports
Response Frequency % X2 value Remark
SA 174 11.6
62.56 Significant
A 327 21.8
D 525 35.0
SD 474 31.6
Total 1,500 100%
Table 2, which is on government funding of sports, reveals that 174(11.6%) and 327 (21.8%) strongly agreed and agreed respectively, while 474 (31.6%) and 525 (35%) disagreed and strongly disagreed respectively.
This shows that majority of the respondents were of the opinion that fund from government is inadequate and therefore there is need for more sources through sponsorship.
The calculated chi-square value of 62.56 was far greater than the table value of 7.82 at df = 3 set at 0.05 level of significance. The null hypothesis was therefore rejected.
The fact that sports is a source of national pride has encouraged government to financing it but according to Odegbami (2000), this business is enormous and calls for more hands.
Table 3: Perception on Economic Environment as an Impediment to Sports Sponsorship
Response Frequency % X2 value Remark
SA 222 14.8
32.79 Significant
A 208 13.8
D 698 46.5
SD 372 24.8
Total 1,500 100%
This table reveals that 222 (14.8%) and 208 (13.8%) respondents strongly agreed and agreed respectively that economic environment will not be a significant impediment to sports sponsorship in Nigeria, while 698 (46.5%) and 372 (24.8%) disagreed and strongly disagreed respectively.
The calculated chi-square value of 32.79 is greater than the table value of 7.82, with df = 3 at 0.05 level of significance. This second hypothesis is also rejected. Awosika (1986) submitted that if people are still dependent on labour intensive form of economy, they will have little time and money for sophisticated forms of urban recreation and sports. Lewis and Appenzeller (1988) posited that the economic atmosphere at a particular time has a direct impact on recreation and sports. These assertions corroborate the fact that economic depression has negative effects on the individuals, thus making food and shelter their first priorities.
Table 4: Perception on Level of Professionalism in Nigeria Sport as an Impediment
Response Frequency % X2 value Remark
SA 57 8
50.05 Significant
A 198 13.2
D 762 51.00
SD 482 32.00
Total 1,500 100%
Table 4 is on level of professionalism. Here 57(3.8%) and 198(13.2%) strongly agreed and agreed respectively, while 762 (51%) and 484(32%), disagreed and strongly disagreed respectively. The calculated chi-square value of 50.05 is greater than table value of 7.82.
This null hypothesis is rejected.
According to Kienka (1997) the level of professional leagues in Nigeria is not world class; hence most players seek overseas careers and opportunities.
Olukanmi (1997) declared that there is no professional club in Nigeria that is established and run as a professional outfit.
The level of professionalism according to Odegbami (2000), has direct influence on followership and sponsorship. This level in Nigeria spouts is low, unattractive and
uninspiring, sponsors are therefore selective and sceptical about the sports and sportsman they sponsor.
Table 5: Perception of Negative Outcome of Sponsored Sports Programmes as an Impediment
Response Frequency % X2 value Remark
SA 124 8.2
84.83 Significant
A 471 31.3
D 655 43.6
SD 250 16.6
Total 1,500 100%
This table, which deals with the negative outcome of, sponsored sports programmes as a perceived impediment has 124(8.2%) and 471(31.3%) strongly agreed and agreed
respectively, while 655(43.3%) and 250(16.6%) disagreed and strongly disagreed respectively.
The calculated chi-square value of 84.83 is far greater than the table value of 7.82. This means the null hypothesis is rejected.
According to David (1990), corporate bodies do not increase their products and brand awareness because publicity of events are so poor thereby resulting in very low turnout of people at events venues. Odegbami (2000) submitted that few sponsors actually get value for the investment in Nigeria sports. Publicity coverage in this environment can hardly be guaranteed because of the erratic functioning of Nigeria Electric Power Authority (NEPA). Wilber (1988) posited that to evaluate sponsorship effectiveness, one must ask the sponsors how well it has served the interest of their business.
Conclusion and Recommendations
This study looked into the perceived impediments of sports sponsorship in Nigeria, making use of four variables. The findings were that all the null-hypotheses tested were rejected, meaning that they all are impediments to sports marketing in Nigeria. Therefore, government should not be the sole sponsor of sports; instead it should encourage corporate bodies and individuals to complement its efforts. Government should pay more attention to the economic status of its citizens, whereby they will be able to make meaningful
contribution to other things like sports. Efforts should be made towards a high level of professionalism in Nigeria sports. All hands must be on deck to ensure that the outcome of sponsored sports programmes achieve the overall objectives of the sponsors.
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