Management and promotion of sports activities is recognized as a vector for effective development of the body system and power as veritable instrument to build knowledge-based in a unifying society. However, the degree of utilization of information and communication technology (ICT) cum consistent formulation and implementation as a direct sport policy will pave way for an optimal athletic performance. This paper, critically attempted to assess the extent to which sports could be repositioned for an effective athletic performance using ICT as a pre-requisite for sophisticated instrument for sports development. A sample of 150 respondents were purposively selected for the study, a self-structured and modified questionnaire was used to collect data from the chosen subject. The researcher adopted chi-square as instrument to test the developed hypotheses (Ho) at 0.05 level of significance. The result revealed that utilization of ICT and other multi-media devices are contingent upon an optimal performance of the athletes and the overall promotion of sports activities among students of Ambrose Ali University, Ekpoma. In the same vein, application of several multi-media and computer-assisted teaching and learning of sporting skills helped to optimize athletic performance and the study also revealed that ICT provides an ample opportunity for acquiring and assessing current trends in sports skills. The research study concluded that utilization of ICT, and other relevant multi-media devices in the promotion of sports activities cannot be underestimated if an optimal performance in sport is a desirable instrument for development. Based on the research findings of the study, it was recommended among others that if sport promotion and the improvement in the overall performance of sports is to be enhanced, utilization of ICT and other, multi-media devices should be considered relevant for development.