The Influence of Social Media on the Popularity of the Nigeria Professional Football League (NPFL)

Abstract

The growing influence of social media on modern sports has transformed fan engagement, viewership, and league popularity. This study examined the impact of social media on the popularity of the Nigeria Professional Football League (NPFL), focusing on its role in shaping fan perception, increasing visibility and match attendance, and identifying challenges limiting its effectiveness. A cross-sectional survey design was adopted, with data collected from 300 respondents using a structured questionnaire. Descriptive and inferential statistics, including frequency analysis, percentages, mean, standard deviation, and Pearson Product Moment Correlation, were employed to analyze the data. Findings revealed that social media significantly influences NPFL’s popularity, with platforms like Facebook, Twitter/X, and YouTube serving as key sources of league-related content. However, while social media content positively impacts fan awareness, its effect on fan perception and support remains limited. Additionally, although social media promotions encourage match attendance, other structural challenges, such as poor content quality, inconsistent updates, and limited access to live streaming, hinder its full potential. The study concludes that a strategic approach to digital engagement, including high-quality content creation, active fan interactions, and enhanced streaming services, can improve NPFL’s marketability. It recommends that NPFL stakeholders invest in social media strategies to enhance visibility, attract sponsors, and increase overall league followership.