FIFA World Cup Qualification and the Marketing Implications on Super Eagles Brand

 “An average Nigerian fan today believes Super Eagles will win 2014 World cup in Brazil.” Emeka Anyadike, a renowned football consultant, told co-analysts on SuperSports3, just after Nigeria qualification for 2014 FIFA World Cup slated for Brazil. I don’t know, but there’s this passion that have been stirred up among Nigerians, about their national team, since Stephen Keshi took over as head coach in 2011. One thing I know for sure, this is good for business.

Optimism Of Nigerian Fans
Imagine what happened. As soon as Super Eagles qualified for the world cup on Sunday, the ticket for the international friendly match with the Azzurris of Italy went up from #10 pounds to #25 pounds and the Craven Cottage was filled to capacity mostly by Nigerians. It was loud in London and you may mistake such excitement of the friendly game to be a world cup finals. In spite the fact that Keshi came to say the Nigerian players were timid in that game, many fans still believe Super Eagles’ could have ran away with a 2 – 1 victory against the four times world champions.

Look, forget the domestic football league, Super Eagles, anytime anywhere remains the biggest change agent you have for Nigeria. That’s the one thing that everybody knows and appreciate about Nigeria everywhere you go in the world. And since the team have been on the winning ways, as champions of Africa in 2013 as well as coming tops in both CHAN and FIFA World Cup qualifications, everyone is singing their praises now.

Super Eagles’ Players to Win Awards
The excitement will be more as Mikel Obi and Victor Moses have been nominated for BBC African Player of the Year Award. Again, Mikel obi, Emmanuel Emernike, and Vincent Enyeama have also been nominated for Glo – CAF African Player of the year Award. You’re almost 99% sure that Stephen Keshi will win Coach of the Year Award and Mikel Obi may just be the next African footballer of the year.

It’s most likely that Nigeria will move many steps upward in the coming FIFA rankings and if that happens, it’ll likely favor Super Eagles preference for Grade A friendly games in 2014 – that’s a good revenue source for the team.

Size of Nigeria Football Market
The implication is anything can now sell in Nigeria or to Nigerians in diaspora, as long as it has Super Eagles logo or images of the team’s key players branded on it. You can sell Super Eagles Pure Water, Jersey, Magazines, Super Eagles updates on TV or Super Eagles model on Corporate or product Adverts…

We’re talking about a country of over 160 million people and an estimated 60 million football fans. A country the size of Nigeria and a football market so large and passionate should make Nigeria Football Federation (NFF) so rich.

FIFA Pays Super Eagles for Qualification
Take for instance, FIFA  is going to Pay NFF about #9 Million to #10 million Euros just for Super Eagles qualification for the World Cup. So NFF should settle the issue of Bonuses and allowances with the players. They can take a clue from Brazil. For a player just to wear Brazil shirt at the World Cup year, he is going to get US$30, 000 every time he plays whether friendly or competitive matches.

Super Eagles’ Deal with Adidas
It’s also time to review the country’s deal with Adidas and see how Supportive the Sport Wear company could be financially and otherwise, in helping Super Eagles’ preparations and quest for a World cup glory. NFF should pre-empt Adidas to have endorsement deals for some of our key players.

Corporate Sponsorships and Support:
NFF should set up category rights for corporate sponsors and any organizations that intend to use Super Eagles’ trademark ™ for commercial purposes. I am also talking about exclusive corporate support for the Super Eagles’ quest for World cup glory for different product categories. You see football is a serious business and NFF Marketing department should stand up to its responsibility. Otherwise, we’ve seen for the sake of maximization of commercial opportunities and efficiency, FIFA sub contract the world cup marketing to a private organization. I think NFF should do the same.

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