Conceptual Model for Effective Sports Marketing in Nigeria

Abstract

Effective sports marketing in Nigeria was defined to be sports activities 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 will boost the Nigeria economy. The Federal Republic of Nigeria Economic Transformation Blueprint on Nigeria Vision 20:2020 seeks to improve the standards of her citizen and place the country among the Top 20 economies in the world with a minimum GDP of $900 billion. The conceptual model for effective sports marketing in Nigeria identifies sports producers that are influenced by economic factors, propellants that are influenced by the sports market mix and sports consumers that are influenced by psychological factors and notes that; if the Nigeria government hands off the funding of sports and provides an appropriate legal and regulatory environment for private capital investment as well as cultivate an effective technology transfer programme to fast-track local production of sports, recreation and entertainment equipment/facilities, the sports sector would aid in the attainment of the Vision 20:2020 goals.

Key Words: Sports Market Mix, Sports Consumers, Nigeria Economy, Economic Development Mix, Vision 20:2020