Abstract:
The main objective of this study was to investigate the role of marketing strategy in the sport
business management of Jimma zone and Jimma town sports and youths offices. To achieve the
intended objective of this study descriptive research method was used.The primary data was used
as the sources of data for this study. The primary data were collected through five scale liker’s
questionnaire and the secondary data were reviewed from the documents of youth and sport
offices. The collected primary data were analyzed in percentage, mean, standard deviation and
Pearson correlation. Based on the analysis made on the basis of the collected data, the findings
of this study were identified. The findings of this study were: The kind of sport marketing
strategies that were used by the Jimma zone and Jimma youth and sport offices were: Keep the
profiles of sport business strategy for customers and competition, Identifies the marketing
tactics, marketing plan and measure its effectiveness, State clearly what the sports and youths
want to achieve in sport business marketing, set objectives that are within their capacity and
budget, State the marketing goals and reaching a new customer segment, sport marketing
strategies have been used by the sports and youth offices in sport business management
occasionally since the mean value was below and Karl Pearson’s correlation coefficients are
0.264 which implies that there is a positive relationship between marketing strategy and sport
business management practice this implies that the sport marketing strategy can enhance the
role of the employs and managements of Jimma zone and Jimma town in sport business
management. Finally, based on the above findings recommendations were given at the last part
of this paper.
