INFLUENCE OF LEGEND ADVERTISEMENT ON SUPER SPORTS CHANNELS ON FOOTBALL-LOVING STUDENTS OF FEDERAL POLYTECHNIC BAUCHI

This study investigated the influence of the Legend advertisement aired on SuperSport football channels on football-loving students of Federal Polytechnic Bauchi. The primary objectives were to assess the extent of students’ exposure to the advertisement, evaluate its impact on their brand perception and purchase intention, and determine whether it fosters brand loyalty. The research adopted a descriptive survey design, targeting a population of 227 students drawn from two academic streams. A purposive sample of 100 respondents was selected, and data were collected using a structured questionnaire. The responses were coded and analysed using the Statistical Package for the Social Sciences (SPSS) version 25.0, employing descriptive statistics such as means, frequencies, and standard deviations. Findings revealed that the Legend advertisement was perceived as creative and appealing, with a mean score of 4.10, indicating its effectiveness in capturing consumer attention. It also positively influenced brand perception and awareness, with mean values of 4.00 and 3.80, respectively. Furthermore, the advertisement demonstrated a moderate effect on brand loyalty, as respondents expressed preference for Legend (mean = 3.50) and willingness to recommend it to peers (mean = 3.80), though lower scores were observed in long-term loyalty indicators such as pride of association (mean = 3.40) and brand connection (mean = 3.30). The study concludes that football-based advertising on SuperSport remains a powerful promotional strategy for increasing brand visibility and shaping consumer attitudes among students. However, for lasting loyalty, advertisers must integrate creative advertising with customer relationship management, experiential branding, and product performance.