INFLUENCE OF BRANDING AND CONSULTANCY SERVICES ON SPORTS DEVELOPMENT IN NIGERIA

CHAPTER ONE

1.0    INTRODUCTION

1.1          Background to the Study

This research was aimed at investigating the influence of branding and consultancy services on the development of sports in Nigeria. It has been observed by this researcher that Nigeria is a sports loving country. This is demonstrated by the fact that Nigerians always forget about their ethnic, religious, political and socio-economic differences and unite in solidarity to support individuals, clubs or teams representing the country in international competitions. Sports have proved to be a uniting force for Nigerians over the years and many youngsters in the country continuously get involved in various sports with the desire to earning a living. Many Nigerian sports men and women have become professionals, heroes and legends in their respective sports. Any intellectual or physical initiatives, efforts and activities (including branding and consultancy services) geared towards improving the standards of sports in Nigeria therefore, is a right step in the right direction as it will go a long way to enhance sports development in the country..

Smith (2000) defined branding as a technique in which businesses utilise the images or portraits of well known personalities as a marketing strategy to enhance the sale of their products or services. It also refers to the act of giving a particular name and image to goods, events and services so that people will be attracted to patronise them. Branding includes the use of a wide variety of sports products by companies like Adidas, Puma, Nike and Reebok who are well-known producers and manufacturers of wears and other sports goods. These and other smaller companies manufacture and sell products bearing the logos, portraits and images of popular sports personalities. Marketers use branding as a strategy to advertise and make favourable impact to sell their products or services to the targeted customers.

Sheth and Parvatiyar (2005) reported that in the United States of America (USA), the names and logos of sports organisations, sports personalities and sporting events are known as „Intellectual Property‟. These names and logos must be registered with the U.S. Patent and Trademark Office. Once registered, such names and logos become brands (trademarks) of the organisations which registered them. Under the United State‟s Federal Trademark Act of 1946 (commonly referred to as the Lanham Act), a brand, also known as a trade mark, is defined as any word, name, symbol, device or combination thereof adopted and used by a manufacturer or merchant to identify his goods and distinguish them from those manufactured or sold by others.

INFLUENCE OF BRANDING AND CONSULTANCY SERVICES ON SPORTS DEVELOPMENT IN NIGERIA