Promotion of a Sports Culture in Kenya
DOI:
https://doi.org/10.47941/jbsm.2647Keywords:
Promotion, Sports Culture, Health-Promoting Sports Clubs, Adoption, Integrated Marketing Communications MixAbstract
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.
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Copyright (c) 2025 Benjamin Mwanzia Mulili, Dr. Samuel Maina Mwangi, Dr. Reuben Njuguna Kinyuru
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