The Use of Marketing as a Tool for Competitive Advantage among Potential and Professional Football Clubs in KZN, South Africa

Joseph Kolawole Abon () and Rufus O. Adebayo ()
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Joseph Kolawole Abon: Durban University of Technology (DUT), South Africa
Rufus O. Adebayo: Durban University of Technology (DUT), South Africa

Eurasian Journal of Business and Management, 2020, vol. 8, issue 4, 319-335

Abstract: Football, as the most popular sport amongst other sports, is a household name in the world and South Africa particularly. This study examines the use of marketing in improving competitive advantage among potential and professional football clubs in KwaZulu-Natal, South Africa. Several sponsorship opportunities that could serve as an impetus to disseminate various club projects are noted to be undermined. Arguably, some of the clubs’ activities are seasonal, and the applicability of marketing by football clubs in the KZN province could not be tactically emphasized. Therefore, the amount of marketing activities in clubs’ seasonal operations is unidentified which poses a challenge in achieving club objectives. This paper argues that it is of importance for the club marketing managers to consider features of each specific season and corporate marketing activities for the development of appropriate marketing actions that could serve as competitive advantages. This study adopts a mixed-method research approach, and a convenient sampling technique with responses from 80 questionnaires were retrieved. Five (5) coaches, 5 club owners, 5 managers, 5 supporters, and 5 players from five football clubs each located in KwaZulu-Natal province were interviewed to extract their understanding of the use of marketing to gain competitive advantage. Findings from the study state that using marketing correctly could improve the chances of potential professional football clubs’ popularity and increase financial gains. Most respondents emphasized that when clubs use a proper marketing strategy with appropriate use of marketing mix, it could position the clubs in the hearts of their supporters and public.

Keywords: Professional; Football; Marketing; Competitive Advantage; Sponsorship (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ejn:ejbmjr:v:8:y:2020:i:4:p:319-335

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