What question did this study set out to answer?

The study explores how digital media is adopted and utilized by football clubs in the Nigerian Football League.

June 18, 2026

Adoption and utilization of digital media among clubs in the Nigerian Football League

Key Points

The study explores how digital media is adopted and utilized by football clubs in the Nigerian Football League.
Mixed-method survey design incorporating both quantitative and qualitative approaches.
286 football fans and 57 club officials participated in the quantitative survey.
10 club managers provided qualitative data through interviews.
91.2% of club managers and officials reported having digital media tools.
84.2% frequently use digital media to share club information.
54.4% of club officials indicated Facebook as their primary digital platform.

Abstract

Abstract The study examined the importance and utilization of digital media in the Nigerian football league. A mixed-method survey research design of both quantitative and qualitative approaches was adopted in the study. A total of 286 football fans and 57 club officials were selected to participate in the study. Ten (10) of the 57 club managers and officials were further recruited for qualitative data collection. Findings revealed that almost all of the managers and club officials 91.2% indicated to have digital media in their respective clubs. The majority of the club managers and officials 84.2% indicated that they at least frequently use digital media to disseminate information about their football club. In addition, more of the club managers and officials 50.9% indicated that they send out information through digital media daily to their fans. In addition, more of them 54.4% indicated that they make use of Facebook. Further, it was found that all the selected respondents for the qualitative study agreed that the adoption and deployment of digital media are key to the sustainability of the Nigeria football club as social networking platforms like Twitter and Facebook have changed the character of sports journalism. Key Words: Digital Media, Nigerian Football League, Football Clubs About the Author *Ademola Adebukola Olajire is the Director of Communications at the Nigeria Football Federation, Moshood Abiola National Stadium, Abuja, Nigeria and a doctoral candidate at the Department of Mass Communication, University of Lagos, Akoka, Yaba, Lagos, Nigeria. JCMR Journal of Communication and Media Research, Vol. 16, No. 1, April 2024, pp. 47-56 © Association of Media and Communication Researchers of Nigeria (AMCRON). Article Citation Olajire, A. A. (2024). Adoption and utilization of digital media among clubs in the Nigerian Football League. Journal of Communication and Media Research, 16 (1): 47-56. Full Article Words: 5,687 Pages: 10 To access full article, click on download.

Mark Helpful

Bookmark

Relay