Igwe, Paul Agu and Akinsola-Obatolu, Abiola Deborah and Nwajiuba, Chinyere Augusta and Egbo, Obiamaka Priscilla and Ogunnaike, O.O. and Nwekpa, Kenneth Chukwuma (2021) The glocalisation of sports: a study of the influence of European Football Leagues on Nigerian society. European Journal of International Management, 15 (2-3).
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Abstract
Nowadays, the commercialisation, internationalisation and brand images of football clubs are vital. This paper examines the globalisation and glocalisation of football and its influence on culture and society (a glocal response). Following an 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.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | glocalisation of sports, globalisation of football, glocal response, European Football Leagues, Nigerian football fans |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | nwokealisi |
| Date Deposited: | 17 Apr 2024 15:57 |
| Last Modified: | 17 Apr 2024 15:57 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17917 |
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