ABSTRACT
The purpose of this study was to examine the Perceived Influence of Sports Marketing on Sports Development in Kano State, Nigeria. The subjects used in the conduct of this study were four hundred and twenty. They consisted of the Director, Deputy Director, Assistance Director, Coaches, Club Proprietors/Owners, Sport Associations/Fans, Local Government Sports Coordinators, Corporate Body Employees, Games Masters/Sports Coordinators of secondary schools and higher institutions of learning and Athletes. Purposive sampling technique was used to select the subjects from the total population of the study. Questionnaire was used as an instrument for data collection, t-test was used for all the hypotheses. The findings of this research includes: Marketing products influence sports facilities development in Kano state with t (418) = 1.96p < 0.05; Marketing products influence the development as public awareness of sports with t (418) = 1.96 < 0.05; marketing products influence the development of competition programmes with t (418) = 1.96p < 0 05, marketing products influence the development of training programme with t (418) - 1.96p < 0.05; while marketing products do not influence personnel development with t (418) = 1 96p > 0.05; and seminars, workshop and conferences with t (418) = 1.96 > 0.05. As marketing product significantly influence the development of sport in Kano state, it is therefore recommended that concerted effort should be made to sustain such practices.