Author(s): Ifeanyichukwu Christian Elendu and Daobu Harvest Harry

Abstract:
The study investigated limited liability companies’ involvement in, and influential factors to sports sponsorship in Rivers State, Nigeria. Cross-sectional survey design was used. A structured and validated questionnaire tilted Sports Sponsorship Involvement Questionnaire with reliability co-efficient of 0.82 was utilized to collect data from 247 marketing officers of the limited liability companies. Percentage and chi-square were used for data analysis. It was found that few companies are involved in sponsoring athletes' development (2.42%), sports equipment (9.04%), sports facilities (5.88%), sports competition organization (36.97%), and sports personnel development (0.84%). Company type, class and age independently makes significant difference in the involvement in sports sponsorship. It was recommended that Rivers State government should make policies and laws mandating these companies to sponsor sports in the state. The laws should be executed by appropriate sports agencies. Companies that sponsor sports should be given some concession in tax payment to government.

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