SPORTS MARKETING VARIABLES AS CORRELATE OF ORGANISING GRASSROOTS SPORTS COMPETITIONS IN THE KWARA STATE SPORTS COMMISSION

Sports marketing has become a crucial element in the successful organization of grassroots sports competitions, which are essential for community engagement, athlete development, and the promotion of healthy lifestyles. Despite the Kwara State Sports Commission's efforts to develop grassroots sports, gaps remain in the effectiveness of these competitions due to various factors. This study aims to investigate the correlation between sports marketing variables—sponsorship, branding, communication, promotion, funding, community business involvement, and digital platforms—and the organization of grassroots sports competitions in Kwara State. A descriptive survey research design was employed, using a closed-ended questionnaire to collect data from 208 respondents, including staff members of the Kwara State Sports Commission, coaches, and chairpersons of sports associations. The study utilized stratified random sampling to ensure representation across different subgroups. The data collected were analyzed using descriptive and inferential statistics, with Pearson's correlation coefficient employed to determine the relationships between the sports marketing variables and the organization of grassroots sports competitions. The findings reveal that all the sports marketing variables studied play significant roles in the successful organization of grassroots sports competitions. Sponsorship (r = 0.77), branding (r = 0.74), communication and promotion (r = 0.72), funding (r = 0.80), community business involvement (r = 0.69), and digital platforms (r = 0.75) were all positively correlated with the organization of these events. The mean scores and standard deviations across all variables indicate strong agreement among respondents on their importance. The study concludes that effective sports marketing is integral to the success of grassroots sports competitions. To enhance the organization and impact of these events, it is recommended to increase sponsorship opportunities, invest in robust branding strategies, improve communication and promotion efforts, secure adequate funding, and leverage digital platforms for event management and promotion.