MARKETING CHALLENGES AND OPPORTUNITIES OF MALE PREMIER LEAGUE FOOTBALL CLUBS OF SIDAMA REGION ETHIOPIA

Abstract

The main purpose of this study was to assess marketing challenges and opportunities of male primer league football clubs in Sidama Region, Ethiopia. The researcher was applying descriptive survey research design, the target population was 92, and the sample size was 32. The researcher was used purposive sampling technique to select respondents. 8 board members,2 managers, 2 Finance managers, 2 coaches, 6 funs facilitators, 12 region sport commission office and Hawassa city administrative staff and officers were participate in the study. This study used questionnaires, interviews, and observations to collect data. A semi- structured interview was done on the sphere to integrate the information gained from the questionnaire. Furthermore, document analysis was employed in the investigation. The data was analyzed and interpreted using a mixed statistical approach that included both qualitative and quantitative data analysis techniques; quantitative data was evaluated using descriptive statistics (percentage and frequencies). This was accomplished with the help of the Statistical Package for Social Science (SPSS version 26.0). The qualitative data were analyzed by using narrative structure of words. The major finding of the study indicated that 78.1% of respondents confirmed there were no marketing managers, 90.6% responded no organized strategic marketing plan, 87.5% confirmed lack of commitment to accomplish the marketing plan, Sidama coffee football club has lack of standard playing field, the entrance ticket selling were not strategic, 78.1% of respondents said financial sources dependent on the government, 90.6% replied clubs does not use marketing opportunities, 71.9% of respondents said no official website, 81.2% agreed upon lack of sponsorship, 81.2% confirmed unused of promotional mix, lack of good communication with university, bank and investors, lack of events or publicity ceremonies and do not have shops or places to sell branded products in clubs. So that the clubs are led by experts, a proper strategic plan should be developed and implemented, as well as building a pleasant stadium and establishing a safe atmosphere for fans, as well as building rental houses near the stadiums. To generate cash, open shops or locations to sell branded items should be developed, as should strong contact with the media, a public fundraising campaign, the development of website, the privatization of football clubs for investors, corporations, banks, universities, and the development of a lottery system. Based on these results, the researcher identified that clubs’ finance being dependent on the government, lack of promotional mix, unused marketing opportunities and lesser income generation among Sidama region male premier league football clubs.