The Effectiveness of Sports Marketing Strategies in the Ethiopian Football Federation

Abstract

This study examined the effectiveness of sport marketing strategies implemented by the Ethiopian football federation and identified the key challenges that constrain their effective implementation. Aimed to provide practical implications for policymakers, sport organizations and managers look to enhance financial stability, consistent performance and revenue streaming.  Using a mixed methods approach, both quantitative and qualitative data were collected through questionnaires, interviews and document analysis.  The study was conducted on 203 subjects from the Ethiopian Football Federation under two major pulls (I) Service providers consisting of federation presidents, executives and office experts, 10 in number and (II) customers who address coaches, club managers, players and fans, 193 in number. Census and stratified random sampling techniques were used to select the sample. The data was analyzed using SPSS Version 27,  to generate frequencies, percentages, M and SD. Moreover, Cronbach's alpha and explanatory factor analysis (EFA) were employed to assess the reliability and construct validity of the collected data. The implementation of the sport marketing strategy matrix in the football federation remains in an immature stage. Notably, the place and price component of sport marketing strategy was deficient, characterized by poor facility maintenance, entertainment options, limited provision of public transport for fans, weak merchandise sale culture, inflexible pricing model, stagnation in domestic markets and insufficient diversified revenue sources. However, moderate performance was exhibited in the realms of Product and promotion sport marketing matrix by the federation. Furthermore, a comparative robust demonstration of sponsorship and digital marketing was noted in the federation. Apart from this, the federation utilizes wide media alternatives to reach the population, while the federation had no long-term sport marketing plan and professional development strategy, which negatively impacts the longevity achieved in marketing value..