MOBILE MARKETING, BRAND ACTIVATION AND MULTIPLE CHANNELS USAGE AS PREDICTORS OF FOOTBALL FANS ENGAGEMENT IN IBADAN METROPOLIS

Abstract

Fan engagement is vital for professional football clubs, enhancing success, revenue, and attendance. It fosters strong fan-club relationships, ensuring sustained loyalty and support. However, in Nigeria, fan engagement remains lower than in developed countries due to limited use of effective marketing strategies like mobile marketing, brand activation, and diverse sports marketing channels. These gaps hinder clubs' efforts to connect with their fan base.

This study investigates the role of mobile marketing, brand activation, and multiple channels in predicting football fans’ engagement in Ibadan, Nigeria. Anchored in Integrated Marketing Communications (IMC) and Uses and Gratifications Theory (UGT), a descriptive survey design was employed. Using purposive and total enumeration sampling, 188 registered football club fans in Ibadan participated. Data were analysed through descriptive and inferential statistics.

Findings revealed significant positive relationships between mobile marketing, brand activation, and multiple channels with fan engagement (r = 0.488, 0.624, and 0.412, respectively). These factors explained 42.5% of engagement variance, with brand activation showing the strongest influence (Beta = 0.484, p < 0.001).

The study concludes that combining these strategies significantly boosts fan engagement and recommends their adoption by sports organizations to strengthen connections with fans and enhance loyalty.