Promotion of a Sports Culture in Kenya

Benjamin Mwanzia Mulili (), Dr. Samuel Maina Mwangi () and Dr. Reuben Njuguna Kinyuru ()

Journal of Business and Strategic Management, 2025, vol. 10, issue 3, 56 - 66

Abstract: Purpose: This paper reviewed conceptual literature related to the promotion of a sports culture in Kenya. The paper highlighted the benefits associated with engaging in physical exercises and it emphasized the role of health-promoting sports clubs as suitable avenues for undertaking organized physical activities. Methodology: The paper was based on extensive review of extant conceptual, theoretical, and empirical literature related to promotion mix elements, health-promoting sports clubs, and adoption of a physical activities culture. Findings: The paper found limited use of the promotion mix elements of advertising, personal selling, sales promotions, public relations, and direct marketing in the promotion of a sports culture among academic staff of chartered public universities in Nairobi City County, Kenya. Unique Contribution to Theory, Policy and Practice: The paper points out areas that need to be addressed by policy makers and practitioners in order to improve membership to health-promoting sports clubs, and to encourage more people to adopt a physical activities culture.

Keywords: Promotion; Sports Culture; Health-Promoting Sports Clubs; Adoption; Integrated Marketing Communications Mix (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bhx:ojjbsm:v:10:y:2025:i:3:p:56-66:id:2647

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