EFFECTS OF STRATEGIC MARKETING SPORTS MANAGEMENT APPROACHES ON PERFORMANCE OF PARA ATHLETES IN KENYA.

Abstract

Strategic Marketing Sports Management (SMSM) approaches are used throughout a Para Athlete career beginning from when talent is identified and trained, to when they participate and perform at athletics competitions. The study was aimed at investigating how SMSM approaches affect Para Athletes performance. It analyzed the Para Athletics SMSM in Kenya. It aimed at identifying influence of camps/clubs, competitive events, sponsorships and endorsements available on performance aspects of Para Athletes. These aspects include the athletics expertise, competitive style, sportsmanship and rivalry obtained from conceptual Model of Athlete Brand Image. An exploratory case study was done to twenty (20) Para Athletes after theoretical sampling from the total sixty six Para Athletes (66). In-depth interviews were done on the Para Athletes and observation method for data collection. Validity and reliability were tested using pilot study to five (5) Para Athletes. The data analysis was done guided by grounded theory research design using the Straussian approach. The study found that camps/clubs, sponsorships and endorsements were not there for the Para Athletes and hence no effect was experienced on their performance. Another important finding was the availability of few competition events for the Para Athletes that had varying effects on the Para Athletes performance. Two major themes were identified with respect to the SMSM approaches on performance of Para Athletes. First, the Para Athletes acknowledged extremely limited interaction to SMSM, with some none at all. Secondly, the Para Sport structure and leadership proved to explain the nature of current SMSM. Hence, appropriate Para Athletics leadership and structure to drive the availability and use of SMSM approaches in Para Athletics is vital. The implication of these findings is to reorganize the structure and leadership of the Kenya Paralympics. Based on the findings of the study, further research should be done to develop appropriate Para Sport structure and leadership to influence SMSM and Para Athlete performance.