Abstract
Background: 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. Aim: The study purpose was to examine and review identity and sports marketing in Africa. Methods: The study used qualitative data and relevant literature reviews, using past literally works and secondary data. Results: 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. Conclusion: 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.
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