An investigation into the promotional methods associated with the Welsh Netball Association (WNA) to explore the effect that they have on participation levels in netball

Abstract

The following research project examined the promotional methods associated with the Welsh Netball Association (WNA) to explore the effect that they have on participation levels in netball. Three key themes were firstly discussed in the review of literature, strategy, promotion and participation. With the use of academic literature, an exploration will take place into the importance of each theme. Different definitions of strategy were defined in order to understand its concept and its importance and significance to a business. Promotion was then examined, studying the relationship with marketing and consumers. Finally participation was scrutinized to highlight general participation levels in sport. These themes provided an outline and basis for the investigation. In order to support this investigation, information was collected via a qualitative research method. Qualitative data was extrapolated through conducting semi- structured interviews with senior figures from within Welsh Netball, who have detailed knowledge of the game and who provided rich, in-depth information that aided in answering the question at hand. The results of the interviews were then be presented, discussed with regards to the WNA and related back to the review of literature. The investigation brings together both theory and practical application. Key findings from this study show that the profile of Welsh Netball is currently very low and participation levels are inadequate as a result of lack of strategy, ineffective promotion and marketing techniques and poor communication channels to its audience.