I can't possibly finish this in
just one article, because the revenue generation strategy may need some
detailed explanations and tactical tools
(I can write a book on it). But I would probably try to dive into the topic in
such a way anyone that read this will immediately get it.
The profession is largely
misunderstood in an environment like Nigeria. When I tell people that I'm a sport
marketing professional, they frown and ask, what's that? Are you a sports
journalist or do you sell sports equipment?
The reason for the misunderstanding
is the fact that a sport marketing professional is more recognized in an
environment where sport is commercialized.
For me, we're forerunners in the
industry and we hope Nigeria will gradually transit from a government run
sports ministry to a more commercialized football industry.
As long as government continues to
'spoon feed' the football federation and professional clubs in Nigeria, it may
be difficult to discover all the business potentials of the industry.
For instance, it may remain a
mystery to most private football club owners and they keep complaining of
astronomically high expenditure in running their team, with little or no avenue
for income. In fact, this is the major reason most privately owned clubs
disband after few years of existence.
The question why professional
football clubs in Nigeria don't make enough money to at least breakeven isn't
that difficult to answer. Sponsors and fans largely do not patronize the
league.
The league doesn't meet the wants
and needs of football consumers in the country. Ironically, Nigeria has a large
market size of over 80 million active football consumers turning elsewhere.
This is the reason both league and clubs in Nigeria urgently need sport
Marketing input in their core management decisions.
Sport Marketing consists of all
activities designed to meet the needs and wants of sport consumers (in this
case, football consumers), through exchange process.
Sport Marketing has developed two
major thrusts: the marketing of sport (football) products and services directly
to consumers, and marketing of other consumer and industrial products or
services through sport (football) promotions.
If Sport Marketing ideally consists
of activities designed to meet the wants and needs of sport consumers, then
historically the football industry in Nigeria has been guilty of what Theodore
Levitt called "marketing myopia" or lack of foresight in marketing of
the Football League and clubs.
Adding a Sport Marketing
Professional into the management of NPFL clubs for instance, will open their
eyes to marketing ventures capable of attracting football consumers and consequently
pulling sponsors.
It may sound like exaggeration,
but Nigerian clubs have all the potentials to become very profitable. It only
require in-dept knowledge of sport Marketing and Management principles to turn
the current situation around and make it possible for clubs to begin to
generate a whole lot of revenue from their business activities.
It starts from League Management
Company (LMC) providing zero tolerance for issues surrounding sub-standard
stadiums, match fixing, hooliganism, board room politics... and to make clubs
sit up by clamping down serious punishment to offenders.
Then improve players remuneration,
welfare package as well as serious impeachment on breach of contract by either
club or player.
Top of the revenue funnel is
attracting fans to attend league matches through aggressive marketing.
Strategically promoting these matches with various media campaign and ticketing
models, which in turn translates to increased gate takings.
Consistent fans patronage and
support will definitely pull higher shirt sponsorship bargains, TV rights,
stadium signage advertisements, licensed merchandise deals and players
endorsements.
Ideally, Nigerian clubs
understanding how to take advantage of their position as 'feeder teams' for
bigger clubs in Europe, Asia and America, can make a lot of money from
international transfer market operations.
Our company, GreenHunters Sports International, can
provide support for your team in implementing any of these revenue generation
strategy. We can design a less expensive as well as less complex models you can
start using at this point in our football development. Call: +234 809 877 2556
or Email: gh.sports1@gmail.com
