Effect Of Sports Marketing On Sales Performance Of Manufacturing Firms In Kenya

Abstract

Globally, manufacturing related activities are rapidly evolving. Earnings and exports from them are among the most stimulating economic prosperity causing nations to increase their focus on developing advanced manufacturing capabilities. As the digital and physical worlds of manufacturing converge, advanced marketing strategies have become even more essential to company- and country-level-competitiveness. It is for this reason that this study focused on the impact sports marketing has on sales performance. The study’s objectives were to investigate the effect of sports Sponsorships, analyze the effect of Sports Product Promotion and assess the effect of Sports Advertisements on Sales Performance of manufacturing firms in Kenya. A descriptive research study was adopted, and a target population involving all individuals in marketing and financial departments from the five manufacturing companies in the country that are involved in sports marketing. The data was collected using questionnaires, after which it was analyzed with the help of SPSS (version 22). Results obtained pointed out that sports marketing activities such as sports sponsorship, advertisement and promotion affect the performance of manufacturing companies in Kenya. A unit increase in sports promotion will increase performance of manufacturing firms by 0.200 units. Whereas a unit increase in sports advertisement will increase performance of manufacturing firm by 0.182 units. Finally, a unit increase in sports sponsorship will decrease performance of manufacturing firms by 0.058 units. These changes were found to be statistically significant since the p values for sports promotion (0.046), port sponsorship (0.036) and port advertisement (0.040) were all less than 0.05. Based on the study findings, therefore, the study concludes that performance of manufacturing firms correlates positively with sports marketing. In this light, the study recommends a diversification of marketing initiatives. Specifically, sports reach many people than any other sector. Promotion of sports will reach many of the sports fans in a way that is unique and fruitful. Sports touch very tender aspects of their fans. Leveraging this special relationship by advertising through the sports gives a better reach to the firm’s products.