The Glocalization of Sports: A Study of the Influence of European Football Leagues on the Nigerian Society

Igwe, Paul and Akinsola-Obatolu, Abiola Deborah and Nwajiuba, Chinyere Augusta and Egbo, Obiamaka P. and Ogunnaike, Olaleke Oluseye and Nwekpa, Kenneth Chukwuma (2020) The Glocalization of Sports: A Study of the Influence of European Football Leagues on the Nigerian Society. European Journal of International Management . ISSN 1751-6757

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The Glocalization of Sports: A Study of the Influence of European Football Leagues on the Nigerian Society

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Abstract

Nowadays, the commercialization, internationalization and the brand images of football clubs are vital. This article examines the globalization and glocalization of football and its influence on culture and society (a glocal response). Following ethnography approach and a qualitative method, it articulates European Football Leagues brand internationalisation and evaluates its positive and negative effects on Nigerian society. It evaluates the impact on Nigerians (African largest economy and most populous nation) via a study of 50 participants made up of community football managers, managers of football viewing centres and football fans. Our findings reveal the connection of football with booming hospitality and a culture which has positive and troubling relationships. There is fan faithfulness, devotion and allegiance that creates a culture of identity, religion and sense of belonging. At the same time, there are negative impacts such as a betting culture and online gambling which have devastating effects, especially on young people.

Keywords:Glocalization of Sports, Globalization of Football, Glocal Response, European Football Leagues, Nigerian Football Fans
Subjects:N Business and Administrative studies > N550 International Marketing
N Business and Administrative studies > N120 International Business studies
N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N200 Management studies
Divisions:Lincoln International Business School
ID Code:38986
Deposited On:28 Nov 2019 10:53

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