Sports teams and sporting organizations in Kenya have over time not been run commercially as a business and have decried lack of resources to effectively run their affairs towards achievement of success, profitability and impact on the economy. The study examined the influence of strategic drivers of sport commercialization in Kenya within the football subsector. Specifically, the study aimed at establishing the influence of government participation, public relations, capacity development and national culture strategic drivers of sport commercialization in Kenya within the football subsector. The target population was 70 respondents made up of the chairman, marketing manager and treasurer of all football clubs in the Kenya premier league and the Kenya secondary schools sports association, the chief executive officer and treasurer of football Kenya federation and Kenya premier league, marketing and brand manager of Safaricom, Sportpesa, East Africa breweries and Coca-Cola Kenya and director of state department of sport development. Data was collected using structured questionnaires and analyzed using both descriptive and inferential statistics with the aid of SPSS. The results of study established that there was government participation, public relations, capacity development and culture adoption within the football subsector in Kenya. The findings of inferential statistics showed that government participation, public relations, capacity development and culture had a positive and significant effect on sports commercialization within the football subsector in Kenya. The study generally concluded that government participation, public relations, capacity development and national culture were significant strategic drivers for sport commercialization in football subsector in Kenya. The study recommends that management of football organizations in Kenya should deliberately adopt various strategic drivers such as public relations, capacity development and national culture in ensuring commercialization of football subsector in Kenya.
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In-Text Citation: (Origi & Deya, 2019)
To Cite this Article: Origi, A. O., & Deya, J. (2019). Strategic Drivers of Sport Commercialization in Kenya: A Survey of Football Subsector. International Journal of Academic Research in Business and Social Sciences, 9(9), 1017–1035.
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