Nigerian Journal of Banking and Financial Issues (NJBFI)

PERCEPTION OF CUSTOMERS IN MANAGEMENT OF FOOTBALL CLUB: INSIGHT FROM MANCHESTER UNITED FANS IN NIGERIA

Authors

  • OLODO, Hameedat Bukola Author
  • AREMU, Moriam Adeyemi Author
  • OJO, Akeem Ishola Author

Keywords:

Perception, Management Strategies, Manchester United, Customer Engagement, Nigeria, Sports Marketing, Fan Loyalty

Abstract

This study examines the perceptions of customers regarding the management strategies of Manchester United Football Club (MUFC) in Nigeria. The research focuses on Nigerian MUFC fanbase and how various management practices, including marketing, customer relationship management, and community engagement, influence customer satisfaction and brand perception in Nigerian market. A quantitative research methods was adopted to peruse the study. Findings reveal that Manchester United’s management strategies are generally perceived positively by Nigerian fans, and its success was achieved with marketing efforts, fan engagement, and customer service being key factors in cultivating strong fan loyalty. However, there are challenges in communication and local relevance that the club needs to address to further solidify its position in the Nigerian sports market.

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Published

2026-01-22

Issue

Vol. 11 No. 1 (2025): Nigerian Journal of Banking and Financial Issues (NJBFI)

Section

Articles