SPORT MARKETING AND YOUTH PATRONAGE OF ONLINE SPORT BETTING IN AKWA IBOM STATE, NIGERIA

Abstract

This study investigated the relationship between sport marketing and youth patronage of online betting in Akwa Ibom State, Nigeria. The survey Research design approach was used in the study. The Population of the study consisted of both operators of online betting shops and the young people between the ages of 18 to 50 years involved in online betting businesses in Akwa Ibom State. The sample size of 245 respondents was determined using Top man formula, since the population was unknown. The main sources of data used in this study were from primary sources, gathered with the use of a 5-point Likert scale questionnaire design. Respondents were selected using the convenience sampling technique. Data collected were analyzed using tables, frequency and percentage.   Hypotheses were tested using simple and multiple linear regression model with the help of SPSS 24. Findings revealed that celebrity endorsement, sport promotion individually had positive significant influence on youth patronage. It was concluded that celebrity endorsement, and sport promotion were positive significant predictors of youth patronage online betting in Akwa Ibom State, Nigeria. Based on the findings, it was recommended that sport companies should be critical in the selection of celebrities so as to have the right ‘personality’ of celebrities to emphasis credibility, trustworthiness, who are knowledgeable and whose physical appearances match with the idea that are being promoted and Sport betting companies should pay attention to the use of promotional strategies like public relations, publicity, and sales promotion that appeal to youths.

Keyword: Sport marketing, Celebrity endorsement, Sport promotion, Youth patronage, Online sport betting.