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ABSTRACT
The study investigated the impact of sponsorship and fund raising on sports organizations in the vice chancellor cup in the university of Benin. Using a descriptive survey design and structured questionnaires, data were gathered on demographics, sports participation, perceived influencing factors, and research-related questions. Findings reveal varied motivations for sports participation, including personal fitness goals and social interaction. Influencing factors encompass university policies, faculty involvement, infrastructure, and student motivation. Despite challenges, a positive sports culture exists, indicating opportunities for enhancement. Recommendations include enhancing awareness, faculty involvement, infrastructure improvement, student motivation, coaching programs, fostering positive social dynamics, and expanding competitive opportunities. Implementing these recommendations can strengthen sports programs and cultivate a vibrant sports culture at the University of Benin
