| dc.description.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. | en |
