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GOA/Griffith University conducting research on Guyanese Pre-Elite Athletes
The Guyana Olympic Association (GOA) in collaboration with the Australia-based Griffith University is conducting research on Guyanese Pre-Elite Athletes to analyse the relationship between specific facial features and brand match-up in sport marketing.
A release from Olympic House yesterday stated that the Olympic Association approved the study in February this year. The study is being performed in partial fulfilment of the requirements for the Master of Business Degree (Sport Management) of Nicholas Fraser.
Nicholas Fraser
Fraser is currently on study leave from the post of Head of the Physical Education Department in the Unit of Allied Arts of the Ministry of Education. He is on scholarship at Griffith University under the Australia Development Awards Scholarship Programme.
The Australia-based research team is comprised of Dr. Brad Hill, lecturer of Sports Marketing at Griffith University and Fraser. GOA Vice-President, Dr. Karen Pilgrim and Administrative head, Shanomae Blackmore will be assisting the duo locally.
“The GOA has assisted Mr. Fraser to acquire 68 photographs of Pre-Elite Athletes from which two male and two female athletes were randomly selected. The next step in the study is to make the survey available to the Guyanese public,” the release said.
The public availability of the study will be done to facilitate public opinion, following which the report will be done and submitted to the GOA in December.
“The use of Pre-Elite Athletes in marketing strategies is not as popular as the use of Elite Athletes in the current marketing activities of business entities, although it is well documented that Pre-Elite Athletes require more resources,” the research content explained.
“The current strategies targeting Elite Athletes have proven to be high risk since success is linked to fluctuating athletic performances,” it continued. The study aims to provide marketers with another tool that can reduce the risks associated with relying solely on performance as the element of athlete selection and to include a possibly more reliable element – facial features.
As mutual beneficial to the athlete, the study argues that Pre-Elite Athletes could be provided with a more level playing field to compete with elite athletes for funding coming from marketing activities (on the basis of more visibility from facial features, perhaps).
The anonymous online survey comprises of 29 questions to gather information about: Familiarity with the brand and athlete; match-up between the athlete and the brand; attractiveness to the brand and athlete; purchase intent and demographics. (Edison Jefford)
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