This study examined the impact of sport marketing on consumer behaviour among sport administrators in Akwa Ibom State, Nigeria. Guided by three research questions and two hypotheses, the study adopted a descriptive survey design, and data were collected from 187 sport administrators across government, private, and club/association organizations using the Sport Marketing and Consumer Behaviour Questionnaire (SMCBQ). Descriptive statistics (mean, standard deviation, frequency, and percentage) and inferential statistics (linear and multiple regression) were employed for data analysis at a 0.05 level of significance. Results revealed that marketing mix, sponsorship, and brand image jointly explained 41% of the variance in consumer behaviour (R² = 0.41, F(3,183) = 42.25, p < 0.05), with all predictors contributing significantly. Similarly, social media marketing significantly predicted administrators’ engagement and advocacy, accounting for 34% of the variance (R² = 0.34, F(1,185) = 75.18, p < 0.05). These findings suggest that the integration of traditional marketing strategies with innovative digital tools and sponsorship fit strongly influences consumer and promotional behaviour. The study concludes that sport administrators should strategically adopt social media marketing, build strong brand images, and secure credible sponsorships to sustain sport development in Akwa Ibom State.