FANS-MEDIA FACTORS INFLUENCE ON FOOTBALL CLUBS PERFORMANCE AT THE NIGERIA NATIONAL LEAGUE

Abstract

Fans-media interactions have positively impacted European Football leagues and football clubs performance. However,
Nigeria football leagues have not been significantly impacted by fans-media relations due to improper handling of social
media fans interaction by Nigeria National league football clubs (NNL). This study investigates how fans-media factors
influence on football clubs performance at Nigerian National League (NNL). Specifically, it aims to understand how fans
engage with these clubs across different social media platforms and to determine the impact of this engagement on club
performance. Survey research design was adopted in this study. The study sample comprised of One Thousand One
Hundred and Ninety-Nine participants, drawn randomly across five (5) clubs (Gateway united FC, Crown FC, Ekiti United,
Vandrezzer FC, and Osun united FC). They were the Football Clubs that participated in NNL for the 2020-2021. Data
were collected using Sport Spectator Identification Scale (r=0.84). Data were analysed using descriptive statistics of mean
percentage and standard deviation and inferential statistics of regression analysis. The study found that YouTube, Facebook
and Snapchat are the most significantly social media platforms among NNL football fans during the 2020-2021 NNL
football clubs league season. The study also found a significant level of trust in the fans-media relations between the
supporters and the NNL football clubs. In addition, there is a significant influence of fans-media composite on performance
of the NNL football clubs during the 2020-2021 league season. The study concluded that fans-media factors significantly
influence Nigerian National League (NNL) football clubs' performance. Based on these findings, it was recommended that
Nigerian National League (NNL) football clubs should prioritise and invest in fans-engagement strategies across various
social-media platforms.