INFLUENCE OF FAN-MEDIA ON FOOTBALL CLUBS PERFORMANCE

Abstract

Performance is not only about winning matches but also about sustaining a club’s reputation, generating revenue, and maintaining a loyal fan base. Fan-media interactions have positively impacted European Football leagues and football clubs’ performance. Though, there are lot of research on social media and sport, but it is still unclear how sports brands and organizations can engage their fans successfully and improve club performance. Hence, the study investigated the influence of fan-media on Nigerian National League (NNL) football clubs’ performance.  It also considered how fans engage with these clubs across different social media platforms. The study adopted survey research design. The study sample comprised of one thousand one hundred and ninety-nine (1199) fans, drawn purposively across five (5) clubs that participated in NNL for the 2017-2018, 2018-2019 and 2019-2020 season, Southwest, Nigeria. Data was collected using questionnaire and NNL Club standing points.  Data were analysed using descriptive statistics of mean percentage and standard deviation and inferential statistics of simple regression analysis at 0.05 level of significance. The finding of the study showed that fans have high level of social media usage for club (X= 6.05). Result also showed that clubs do not take advice and suggestions post by fans on social media (X= 2.27). In addition, that fan-media have a statistically significant influence on the performance of NNL Football Club (F_(1,1198) = 449.37, p < 0.05) while it was also found that fan-social media usage have a statistically significant influence on the performance of NNL Football Club(F_(1,1198) = 128.30, p < 0.05). The study concluded that fan-media and social media usage are player in 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 fan-engagement strategies across various media platforms. They should prioritise transparency in their communication by consistently sharing operational information with fans. This transparency can build trust and loyalty among fans, fostering a positive relation between the clubs and its supporters.