A survey of promotion mix used by self-supporting football clubs in the Kenya premier league to attract funding

Abstract

This was a descriptive study to determine the extent to which self-supporting football clubs in the premier league use different promotion mix elements in sourcing for funding. The population of interest was the eight self-supporting clubs in the premier league. Due to the small size of the population a census study was conducted. Primary data was collected using a semi structured questionnaire, administered by the researcher. The findings indicated that the clubs mainly used sales presentations and meetings, selling branded items, telemarketing, sales letters, e-mail, media interviews, speeches, coaching clinics, press releases, clean up exercises, media articles, branded play kits and sponsorship of youth football teams to attract funds. On the other hand, to a small or no extent the clubs used outdoor advertisements, television, print, radio, prizes for raffles and contests, coupons for ticket discounts, flyers, brochures, SMS, charitable contributions, lobbying policy makers, seminars, press conferences, free tickets, season tickets and sponsorship of women football to attract funds. The clubs should enhance and put into practices the use of outdoor advertisements, television, print, radio, prizes for raffles and contests, coupons for ticket discounts, flyers, brochures, SMS, charitable contributions, lobbying policy makers, seminars, press conferences, free tickets, season tickets and sponsoring women football in order to be able to attract funds. A related study could be carried out on the promotion mix elements used by all football clubs in Kenya and the effects of the same.