Description
TABLE OFCONTENT
COVER PAGE
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOLWEDGEMENT
ABSTRACT
CHAPTER ONE
INTRODUCTION
- BACKGROUND OF THE STUDY
- STATEMENT OF RESEARCH PROBLEM
- RESEARCH OBJECTIVES
- RESEARCH QUESTIONS
- SIGNIFICANCE OF THE STUDY
- SCOPE AND LIMITATION OF THE STUDY
- OPERATION DEFINITION OF TERM
CHAPTER TWO
2.0 INTRODUCTION
2.1 OPERATION DEFINITION OF TERM
- THEORETICAL FRAME WORK
- SPORTS
- DEVELOPMENT OF SPORTS IN NIGERIA
- IMPORTANCE OF SPORT TO ECONOMIC DEVELOPMENT
- SPONSORSHIP
- AN EVALUATION OF SPONSORSHIP
- IMPACT OF SPONSORSHIP ON SPORT DEVELOPMENT
- IMPACT OF MASS MEDIA ON SPORT SPONSORSHIP
- IMPACT OF MASS MEDIA ON SPORT SPONSORSHIP
- APPRAISAL OF RELATED LITERATURE REVIEW
CHAPTER THREE
- RESEARCH METHODOLOGY
- INTRODUCTION
- DESIGN OF THE STUDY
- STUDY POPULATION
- SAMPLE SIZE
- DATA COLLECTION INSTRUMENT
- DATA ANALYSIS PROCEDURE
CHAPTER FOUR
4.0 DATA ANALYSIS PROCEDURE
4.1 DATA PRESENTATION AND ANALYSIS
4.2 DISCUSSION OF FINDINGS
CHAPTER FIVE
5.0 SUMMARY
5.1 CONCLUSION
5.2 RECOMMENDATION
5.3 REFERENCES
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.
CHAPTER ONE
- INTRODUCTION
- 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.
- 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.
- RESEARCH OBJECTIVES
- To solve the challenges facing the media in sport sponsorship
- To improve the media development in sport sponsorship
- To enhance the roles of media sponsorship in sport development.
- RESEARCH QUESTIONS
- What are the roles of media sponsorship in sport development?
- To what effect does the media contribute to the development of sports?
- What are the challenges the media face in sport sponsorship?
- SIGNIFICANCE OF THE STUDY
- To educate and enlighten individuals and organization in private sector on the enormous revenue which can be generated from sporting events.
- To enlighten both individuals and organizations on how to use sporting activities to make a good name for their company.
- To inform and educate people about the immense benefit that can be derived from sport event.
- To know how to make good use of media instrument for the sport events.
- 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.
- 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.
REFERENCE
Defleur Melvin L and Everatte E. Dennis (2000) Understanding Mass Communication , Boston; Haughton Mifflin.
Oyewole A.A and Ogungbamigbe O.O (2010) Introduction to Mass Communication, A Publication of the Department of Mass Communication FedOffa
Oloyede D.B (2003) the A,B,C of Advertising practice, Osogbo, Voice Publication. Shally Hancock (2001)
International sports business man issue 22 page 20 published in London.
CHAPTER TWO
2.1 INTRODUCTION
There is no doubt that the literature is an important aspect of any research project. As its name implies, literature involves the collection of ideas, views, position and opinions expressed in the findings of previous researcher in one’s area of study.
According to Aborisade (2008), “literature” refers to the written or printed words such as books, periodicals, journals research or project report, and media publications, and so forth. This suggest that a researcher has plethora of services of information to draw from in an attempt to gather relevant information for their research work. He explains the word “review” as comparing and contrasting the works, views, perspectives and findings of previous researchers on a similar topic.
Similarly, Akinwumiju (2000), described the review of related literature as involving the systematic identification locations analysis of documents containing information related to research problem, it aims at providing information about what had already been done, how they were done and with what result, however, these research works will discuss the theoretical frame work, what is sports, the development of sports in Nigeria, importance of sports to economic development, an evaluation of sponsorship, impact of sponsorship on sport development and the appraisal of related literature review.
2.2 THEORETICAL FRAME WORK
AGENDA SETTING THEORY
According to Folarin (1998) agenda setting implies media predetermined what issues is regarded as important at a given time in a give society. Agenda setting theory does not ascribe to the media power to determine what we actually bring but it does ascribe the power to determine what we are thinking about they set of the agenda setting include the quality of frequency of reporting, prominence given to the reports through headlines display, pictures and layout in news paper magazine, film, radio and television, the degree of conflict generated in the report.
As Kunzik (1961) has given out appropriate procedures for examine agenda setting involved comparison between media content over a certain period and the subject that most people in the society are discussing. The greater the consonance, the more the agenda setting hypothesis is confirmed. There have been criticism of the agenda setting hypothesis but it is generally agreed that it has a strong enough bias in logic and experience as Marrshel Mcluchen (1969) concludes, the press can cover events by using them in particular way or refusing to used them at all.
LISE AND CERTIFICATION THEORY
According to Favconier (1973) certification print is the subjective need to media users, it is the social and psychological characteristics of individuals and group that helps to determine the use of the mass media not vice versa. The peoples exposes themselves to the media to the extent that this satisfies their (individual and socially determined) needs and expectation information about the immediate environment of the receiver appears to be a fruitful area for research into media use. It need to be pointed out the receiver employed to solve their problem of loneliness, anxiety, frustration, needs escape and so on.
He further said this approach seems to tend toward the so-called transactional account, the communication is psychology. On this account the receiver does not receive a message passively he opens himself actively to those messages, which have meaning for him, he does so to lesson in security to be clear about his own position in or attitude towards his environment to find out what is the intention of the person who is addressing him and so on according to me Quail (2000) a more psychological version of the theory of audience motivation was suggested by Mc Livire (1974) based on general theory of human need distinguish firstly further dimension, active and passive, initiation active, external, internal good orientation and to growth or to media use, sample include search for cognitive consistency by reading a newspaper (this bellowing a cognitive, active, external, internal stability orientation type) or the motive for watching television drama in other to find model for personal behavior (an attractive, active internal growth oriented type) in the nature of psychological theory of this kind, the underlined causes of motivation over so, there have been source research whhic show a relationship between the Mcquail factors and different motivational pattern of television use (one way and Rubin (1991).
These theory slights how the media is been used by the society at large and how media face challenges in every activities on the event under review. That is survey of the challenges of media sponsorship in the development of sport, this can be seen that almost everybody who tend to sponsor sport event, normally face challenges by the media in sports development.
2.3 SPORTS
According to Wikipedia the free encyclopedia (www.wikipeida.org) sports is an activity that is governed by a set of rules of customs and often engaged in competively. It is commonly refers to as the activities where the physical capabilities of the competition are the sole or primary determines of the outcome (winning or losing). But the term is also used to include activities. According to oxford advanced learner’s Dictionary (8th Edition) sports is an activities that we do for pleasure and that needs physical effort or skill, usually done in a special area and according to fixed rules.
According to (Wikipedia) sport can be defined as an athletic activity requiring skill or physical prowess and often of a competitive nature, as racing, baseball, tennis, golf, bowling, wresting, boxing,. Hunting, fishing etc.
According to archived from the original on (October 2011). Sport are all forms of usually competitive physical activity or games which, through casual or organized participation aim to use maintain or improve physical ability and skill while providing enjoyment to participant and in some cases, entertainment for spectators.
Usually the contest or game is between two sides, each attempting to exceed the other some sports allow a tie game, others provide tie-breaking method, to ensure one winner and one loser. A number of such two-sided contests may be arranged in a tournament producing a champion.
REVIEW OF RELATED STUDIES
SOCIAL MEDIA AND SPORTS COMMUNICATION
Sports communication lies at the heart of the sports industry. Pedersen, miloch, and Laucella (2011) define sports communication as the “process by which endeavor share symbols as they create meaning through interaction. “sport communication underscores the relationship are vital to the success of each individual team. Sports organizations have multiple mediums to cultivate these relationships via internet, television, radio and print publication. Over time each medium has evolved respectively. Currently there is a more intergrated approach across these mediums in sports communication…
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