Short answer
Develop clear, regulated pricing structures and proactive sponsorship engagement models to enhance the commercial viability of sports entities.
- Field
- Innovation & Markets
- Source
- British Journal of Marketing Studies (2020)
- Method
- Descriptive survey design
- Sample
- 450 participants
- Evidence
- Moderate effect
Football clubs in South-South Nigeria operate without a governing body for pricing and struggle to secure corporate and individual sponsorships, indicating a significant gap in their market strategies. This innovation & markets research insight is drawn from a 2020 study published in British Journal of Marketing Studies. Using Descriptive survey design with 450 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Develop clear, regulated pricing structures and proactive sponsorship engagement models to enhance the commercial viability of sports entities.
Football Club Pricing and Promotion Strategies Lack Market Regulation and Sponsorship Engagement
Football clubs in South-South Nigeria operate without a governing body for pricing and struggle to secure corporate and individual sponsorships, indicating a significant gap in their market strategies.
British Journal of Marketing Studies · 2020
Key Findings
- 01There is no formal board or committee regulating the pricing of sports products.
- 02Sports items are perceived as expensive within and around the stadium.
- 03Corporate and individual sponsors are not actively partnering with football club operators.
Application
Design takeaway
Develop clear, regulated pricing structures and proactive sponsorship engagement models to enhance the commercial viability of sports entities.
How to apply
When developing business models for sports clubs or related ventures, conduct thorough market research on pricing benchmarks and explore diverse sponsorship avenues, potentially involving tiered partnership levels and clear benefit packages.
Project actions
- 01When researching a market, consider if there are any existing regulations or industry standards that affect pricing and promotion.
- 02Think about how different stakeholders (like sponsors) can be integrated into a product or service's business model.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Comprehensive sample size covering all operators in the region.
- +Use of a structured questionnaire for consistent data collection.
Limitations
The study's findings are specific to a particular geographical area and may not reflect the broader sports industry.
Reliability & validity
Reliability was established at 0.74 using the test-retest method. Validity would depend on the questionnaire's design and how well it measures the intended constructs.
Think critically
To what extent does the lack of external regulation contribute to the perceived high prices and the difficulty in securing sponsorships for these football clubs?
Design Principles
"Market dynamics, including pricing and sponsorship, require strategic management and often external regulation for optimal outcomes."
Understanding how pricing and promotion are managed (or mismanaged) is crucial for the financial health and growth of sports organizations. The absence of regulation and sponsorship partnerships suggests missed opportunities for revenue generation and brand development, impacting their long-term viability and ability to compete.
What This Means for Your Design
Football clubs in this part of Nigeria don't have official rules for setting prices, and things are expensive near the stadium. They also aren't getting much help from companies or individuals to sponsor them.
How to use in your project
- 1.Use this study to justify the need for market analysis and the development of a comprehensive marketing strategy for your design project, particularly if it involves a sports-related product or service.
Add to My Project
Quick Cite
Paragraph starter
The study by Maduanusi et al. (2020) on football club operators in South-South Nigeria revealed significant challenges in pricing and promotion management, noting the absence of price regulation and limited sponsorship engagement. This underscores the importance of establishing clear market strategies and fostering stakeholder partnerships for commercial success in sports-related ventures.
Source
British Journal of Marketing Studies
Sports Price and Promotion Management Strategies among Football Club Operators in South-South Nigeria
journal · 2020
View sourceQuestions About This Research
- What does the research say about football club pricing and promotion strategies lack market regulation and sponsorship engagement?
- Develop clear, regulated pricing structures and proactive sponsorship engagement models to enhance the commercial viability of sports entities. Evidence: British Journal of Marketing Studies (2020).
- Why does "Football Club Pricing and Promotion Strategies Lack Market Regulation and Sponsorship Engagement" matter for design?
- Understanding how pricing and promotion are managed (or mismanaged) is crucial for the financial health and growth of sports organizations. The absence of regulation and sponsorship partnerships suggests missed opportunities for revenue generation and brand development, impacting their long-term viability and ability to compete.
- How can designers apply this research?
- Develop clear, regulated pricing structures and proactive sponsorship engagement models to enhance the commercial viability of sports entities.
- What were the main findings?
- There is no formal board or committee regulating the pricing of sports products.. Sports items are perceived as expensive within and around the stadium.. Corporate and individual sponsors are not actively partnering with football club operators.
- What research method was used?
- Descriptive survey design with 450 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from British Journal of Marketing Studies.
- What should I do differently in my next project?
- When developing business models for sports clubs or related ventures, conduct thorough market research on pricing benchmarks and explore diverse sponsorship avenues, potentially involving tiered partnership levels and clear benefit packages.
- What are the limitations?
- The study focuses solely on South-South Nigeria, and findings may not be generalizable to other regions or sports. The reliance on self-reported data through questionnaires can introduce bias.