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It's amazing how quickly the League
Management Company (LMC) changed the name of Nigeria Premier League (NPL) to Nigeria
Professional Football League (NPFL). It's a clear indication that NPL had become
a bad brand after the crisis and there was an urgent need to rebrand. But with such
swiftness you may begin to wonder if the name is actually the matter. I don't think
so!
The recent crisis at the board
level as well as the countless court cases may have exposed all the caricatures
the administrators has made of the league.
Rebranding is about changing the
perceptions of the entire football consumers in Nigeria as well as across the world.
Therefore in rebranding the league, there are steps that should be taken to return
fans excitement and patronage.
Today, fans perception about NPL
is so bad that they don't want to have anything to do with the league. It's a perception
of anything you can imagine about corruption and mal-administration.
The recent crisis at the board
level as well as the countless court cases may have exposed all the caricatures
the administrators has made of the league.
Rebranding is about changing the
perceptions of the entire football consumers in Nigeria as well as across the world.
Therefore in rebranding the league, there are steps that should be taken to return
fans excitement and patronage.
1. Remedy the Issues: The first assignment, I think, is for LMC to take
steps to end the various crisis that is working against the league.
Settle the crisis at the board
level, sponsorship crisis, clubs/players contractual crisis...
Take firm decisions about match
fixing, home fans harassment, boardroom points, Inordinate postponement of league
matches...
Without dealing with these issues
decisively, the re branding process will not measure to anything.
2. Convince fans to return to the League: As you communicate your effort
to remedy the issues and end the crisis, give fans reasons to come back to the league
matches. For example, publish a white paper of what LMC has done to remedy the major
issues and make them available to the public via local media and the internet.
Communicate decisions taken as
matters arises during the league season.
3. Use Brand Advocates: Employ some charismatic football personalities
to become advocates for the league. LMC should craft attractive messages that would
easily catch fans attention. For example, LMC can use ex-players like Nwankwo Kanu,
JJ Okocha or players like Vincent Enyenma, Joseph Yobo... to speak to fans on how
their patronage of the league can help improve
our football.
4. Reward Loyal Fans: Rebranding and rewarding is usually a combined strategy
that can get fans to identify with the league again. LMC marketing department should
set up contest for fans that frequently attend league matches. LMC should help the
clubs to achieve this at the various league stadium across the country.
Prizes set to be won in the contest
should be attractive enough to persuade fans patronage. Winners should be publicized
to attract more fans.
5. Harness Power of Local Media: It's no more sitting on armchair hoping
that fans would come to the matches. The League as well as clubs should set up aggressive
promotional strategies - advertise each games on local radio and television stations,
using possibly local or native languages to communicate to fans.
It's important to create a sense
of occasion for each match schedule. For example, Clubs should organize match day
road show, announcing the match, around the areas where most fans reside or do business.
Organize and get your sales personnel
to go from door to door, shop to shop, office
to office, to persuade fans to buy tickets ahead of the upcoming match. These are
some of the assignments the LMC should try to sort out now.
