Dublin Core
Title
Public Sector Marketing Communications: Insights from/for the Primus National Football League Rwanda
Creator
Robert Ebo Hinson
Description
This chapter highlights the potential of an unexplored African Professional Football League to leverage its brand through effective marketing communications. The chapter is primarily documentary analysis-driven, drawing upon a mixture of official statistics, contingent literature and personal observation, especially the on-pitch performance of the Rwanda Professional League Football. Considering the sponsorship deals the government of Rwanda has with Arsenal Football Club in the English Premier League, and the VisitRwanda visibility, it is surprising that the domestic league is less globally visible. Interestingly, the league recently secured a sponsorship deal with the local brewer, Bralirwa, promoting a change of label Primus National League due to agreed naming rights with the domestic brewer. Arguably, football leagues are quasi-government entities and deserving of the label, public sector. Overall, the chapter advances a potential avenue for a perception change of global observers (including potential investors) of the football league in a country at the forefront of African development.
Publisher
First Online
Date
2023
Source
https://link.springer.com/chapter/10.1007/978-3-031-17863-4_10
Language
English