Marketing plans for Small Sports Academies in Nepal : current practices and affordable strategies for growth

Abstract

The purpose of this thesis was to analyse the current marketing practices of small sports academies in Nepal and to explore how these practices could be improved, mainly focusing on social media usage, branding, sponsorship, and visibility of academies. A qualitative research method was used, and data were collected by observing social media platforms, available online content, and visible marketing activities of three to five small sports academies. The findings showed that academies rely heavily on social media for marketing because it is low-cost and easily accessible; however, marketing activities were mostly informal and unplanned. Although basic branding elements existed, their use was inconsistent, and sponsorship activities were limited and mostly local. Despite these weaknesses, the study found that small sports academies have strong connections with their local communities, affordable training options, and accessible locations. Based on the findings, the thesis provides practical and affordable marketing recommendations that can help small sports academies improve visibility, strengthen branding, and support long-term growth.