Veterans Sportscaster and Chief Executive Officer (CEO) of Sportspro International, Bayour Issah has said that the survival of any sporting event and promotion of sports at any level depends largely on the roles the sporting press play to activate potentials in terms of scouting for talents, marketing and sourcing for sponsors.
Delivering a lecture as Guest Speaker at the Kwara State Polytechnic SUG Sports Summit on Wednesday January 22, 2025, the publisher of Sportspro News described sports as a universal language that everyone will understand, adding that the role of media is strategic in terms of disseminating information and campaign towards the understanding of the games, the rules and regulations to enhance standard performance.
“The media plays a vital role in sports development, and their impact is multifaceted, including, but not limited to promotion and coverage, encompassing increased visibility and live broadcasts, which helps to promote sports, athletes, and events to a wider audience, increasing their popularity and appeal.
“There is also financial support, through sponsorship and advertising, with media coverage attracting sponsors and advertisers, generating revenue for sports organizations, teams, and athletes. The sale of broadcasting rights provides a significant source of income for sports leagues and organizations.
“We equally have governance and accountability, as well as transparency, in that, with media scrutiny, it ensures that sports organizations and officials operate transparently and accountably. Media investigations can uncover wrongdoing, such as match-fixing, doping, or corruption, promoting integrity in sports.
“The media’s role in sports development is undeniable. By promoting sports, providing financial support, identifying talent, engaging fans, and ensuring governance, the media helps to grow and sustain the sports ecosystem.
He commended the SUG Sports Director, Kaosarat Abdulahi Ajoke and other members of the Organising Committee for their resilience and passion to promote sports at every level.
Bayour Issah also commended the Rector of the institution for providing the platform and learning environment for all to interface and interact with one another.
