Identity and Sports Marketing in Africa: A General Review

Chijindu Okpalaoka1, *, Keziah Olaniyi1
1 Department of Business Administration, Covenant University, Ota, Nigeria

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Creative Commons License
© 2022 Okpalaoka and Olaniyi

open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

* Address correspondence to this author at the Department of Business Administration, Covenant University, Ota, Nigeria; E-mail:



Sports marketing is distinct from other consumer products, and that producers of sport experience cannot foresee the outcome, certain events are unpredictable, and results are unknown.


The study purpose was to examine and review identity and sports marketing in Africa.


The study used qualitative data and relevant literature reviews, using past literally works and secondary data.


The study showed that the distinction between personal and social identity is frequently misleading, hiding both the parallels and linkages between two ostensibly different levels of identity. Moreover, the sports sector has the potential to contribute to Africa's industrial prosperity significantly. Findings of these results related to personal (self) and social identity and other practical implications are discussed.


The study concluded that positive self-identity helps African athletes to have a positive image about themselves which enhances their sporting performance, thereby leading to sporting progress in Africa.

Keywords: Personal identity, Social identity, Sports marketing, Consumer products, Procedures, Sports sector.