ABSTRACT
The research study investigated the
challenges of media sponsorship on sport development in Nigeria.
To this end, the method used was survey
method while questionnaire where administered to the respondents of the study
as the instrument of data gathering exercise, the has a great effect in the
world of sports.
Sports performance and achievement has
been the avenue through which great nations of the world exhibit their
supremacy over others through sports development strategy. Effective sports
development therefore requires variables like sport policy, sport personnel,
sports funding sports program, sport facilities and sponsorship.
The extent to what these variable are
met shall no doubt affects the effectiveness of any sports development. Two
organization and its employment for specific socio-political objectives.
It was observed that inadequate media sponsorship
and corruption are part of the challenges facing sport development.
Therefore, the government should make
loud compelling corporate organization to actively participate in sport
sponsorship and emulating the sport development policies of the developed
countries also create enabling environment for sport development.
TABLE
OF CONTENTS
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF RESEARCH PROBLEM
1.3 RESEARCH OBJECTIVES
1.4 RESEARCH QUESTIONS
1.5 SIGNIFICANCE OF THE STUDY
1.6 SCOPE AND LIMITATION OF THE STUDY
1.7 OPERATION DEFINITION OF TERM
REFERENCES
CHAPTER TWO
2.1 INTRODUCTION
2.2 THEORETICAL
FRAME WORK
2.3 SPORTS
2.4 DEVELOPMENT OF SPORTS IN NIGERIA
2.5 IMPORTANCE OF SPORT TO ECONOMIC
DEVELOPMENT
2.6 SPONSORSHIP
2.7 AN
EVALUATION OF SPONSORSHIP
2.8 IMPACT
OF SPONSORSHIP ON SPORT DEVELOPMENT
2.9 IMPACT
OF MASS MEDIA ON SPORT SPONSORSHIP
2.10 APPRAISAL OF RELATED LITERATURE REVIEW
References
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 INTRODUCTION
3.1 DESIGN OF THE STUDY
3.2 STUDY POPULATION
3.3 SAMPLE SIZE
3.4 SAMPLE SIZE
3.5 DATA COLLECTION INSTRUMENT
3.6 DATA ANALYSIS PROCEDURE
REFERENCE
CHAPTER
FOUR
DATA ANALYSIS AND PRESENTATION
4.1 DATA PRESENTATION AND ANALYSIS
CHAPTER FIVE
SUMMARY
CONCLUSION
RECOMMENDATION
REFERENCES
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Over
the years, sports and sporting activities h as been an important instrument in
promoting unity among individuals in a state or country and a means of
sustaining peaceful coexistence among nations of the world.
Because
of it role in bringing people together regardless of their ethnic, cultural and
religions background.
Sport
has been building mutual understanding and friendship among individuals other,
unifying them together to share the same ideology, belief and faith.
The
composition of team or a group in the sports patriotism among individuals but
also show case human talents that are visible and obtained in state or a
country.
Sport
according to oxford dictionary (8th edition) is an activity that you
do for pleasure and that needs physical effort or skill usually done in a
special area and according to fixed rules.
With
its advert as a means of entertainment some years back, sports has opened up
some nations like Nigeria to the international scene by joining recognition
through wining of largely by her representative in various sporting events.
The
1998 record set by Nigeria team is a good example in this regard. Nigeria been
represented by committed team won, ever since then, Nigeria representatives of
various event has been wining laurels for the country thereby relating sport
profile in the international science.
Also,
Olympic game in atlantic 1996 is another glorious eecord set for the country
(Nigeria) when the country won two gold medals as a achievement which makes
country name in sport to appear in front in the time of FIFA ranking.
However,
sports are a global phenomenon where countries of the world are linked together
with the help of mass media.
Because
the media is like a vehicle used to convey information to large number of
audience simultaneously.
Media
has been playing important role in sport development world wide by uniting
people of diffeeent culture, language ethic, religions e.t.c together, people
also get to unite at various stands where sports are shown or even read in
newspaper or through other means of mass media regardless of where they belong.
Mass
Media participation in sports has opened up grand for promotion of goods and
services because people emerge together to watch a particular sporting event or
activities and sales are made by media and sponsors of goods or services whch
are believed to be meant for the people watching or reading about a
participation programme e.gsport,
football which is the most popular spirit in the world that hve the
power to bring different people together to have the same ideology.
With
sponsorship role in sport, products are promoted jobs were created and big
charges are made in sport events. Sponsorship can be defined as the financial,
support or backing up from a sponsors.
According
to oxford Dictionary (8th edition)
Media
sponsorship over the years has been the major element that have been keeping
sports moving in Nigeria.
With
sporting activities being promoted, the moral of participant are boosted as
some of those organization not only sponsored but showers encomium in cash and
gift to present the country thar really performed well in an event e.g the just
concluded under 17 world youth championship in south korea which was won by
Nigeria, globacom gave each of the player a sum of 2million naira while the
president also gave them three bedroom flat with a national title.
Also
the challenges of media sponsorship in Nigeria can be over emphasized. Apart
for being a catalyst for development through promotion of both natural and
physical resources in the country.
Media
sponsorship encourages participant of youth in immoral act e.g armed robbery,
adultery, cultist e.t.c
In
all this research work is aimed at knowing the challenges of mass media sponsorship on sport development in
Nigeria.
1.2 STATEMENT OF RESEARCH PROBLEM
It
is quite obvious that what sport was in the past can not be compared with what
it is today. Because, sponsorship has contributed immensely to this changes
(that is the changes in sport development) and this has actually has drawn the
attention of individuals in one way o the other, directly or indirectly to the
sport and its purpose to make a positive impact in the life of people.
The
problem of this research is basically to find out the challenges of media
sponsorship in sport development through the aids of media instrument.
1.3 RESEARCH OBJECTIVES
A. To
solve the challenges facing the media in sport sponsorship
B. To
improve the media development in sport sponsorship
C. To
enhance the roles of media sponsorship in sport development.
1.4 RESEARCH QUESTIONS
A. What
are the roles of media sponsorship in sport development?
B. To
what effect does the media contribute to the development of sports?
C. What
are the challenges the media face in sport sponsorship?
1.5 SIGNIFICANCE OF THE STUDY
A. To
educate and enlighten individuals and organization in private sector on the
enormous revenue which can be generated from sporting events.
B. To
enlighten both individuals and organizations on how to use sporting activities
to make a good name for their company.
C. To
inform and educate people about the immense benefit that can be derived from
sport event.
D. To
know how to make good use of media instrument for the sport events.
1.6 SCOPE AND LIMITATION OF THE STUDY
This
research study will be limited to football enthusiasts in Nigeria and the
entire fact finding efforts of the researcher will be based on the respondents
selected from the population of the study where as the study will also be based
on the information offered.
1.7 OPERATION DEFINITION OF TERM
Media:
according to Deflus and Dennis in (2000) media are devices used to move
messages across distance to accomplish goals. According to Yisa O.I defined
media as the device use to inform, educate, entertain, interpret, create
amusement and mobilize the general public.
Sponsorship:
according to D.B Oloyede in his book (Advert in 2003) it can be defined as the
financial support or backing up from the group of people or an organization on
any sport activities. According to Oxford Dictionary (6th edition)
it is the financial support or backing up from a sponsor.
Challenges:
is defined as the problems or obstacles facing someone or an association
through the way they think, behaves and plan various activities that will make
their work develop.
Sport:
is an activity that is governed by a set of rules or customs and often engaged
in competively created by (Shally Hancock 2001). The international sports
business man issue page 20 in London. According to (Wikipedia) is a for of
usually competitive physical activity or games which through casual or
organized participation aim to use, maintain or improve physical ability and
skills while provide enjoyment to participants and in some cases, entertainment
for spectators.
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