| dc.description.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. | en_US |
