AN EVALUATION OF GLO SPONSORSHIP OF NIGERIA PROFESSIONAL FOOTBALL LEAGUE
ABSTRACT
This study evaluates the event sponsorship of the Glo Nigeria Professional Football League. The study was based on the event management operations model. Using a survey research design, the study sampled 396 respondents from a population of over sixteen million residents of southeast Nigeria. The Australian Calculator of the National Statistical Service of Australia was employed to obtain the sample size. The questionnaire was used as the research instrument together with a structured interview schedule. Using simple percentages and frequency distribution tables in analyzing data, findings revealed that most respondents (75%) are aware of Glo’s sponsorship of the Nigerian Professional Football League. Most respondents (89%) stated without equivocations that Glo’s sponsorship of the Nigerian local football league helps in marketing their services and products which they equally claimed is beneficial to the company. Majority of the respondents (63%) also stated that Glo’s sponsorship of the league has increased their interest in the local football league in Nigeria. The study recommends increased funding for events sponsorship by corporate organizations. It also recommends that incentives should be given by governments at all levels in Nigeria to business concerns who provide sponsorship for events or programmes that contribute to societal development.