Enyimba FC Audience Demographics – Score High for Team Marketing

 There’s only one way to achieve the massive changes needed in Nigeria Professional Football League (NPFL). It is by first restructuring the league and the teams to start operating as serious business entities. Let’s take a look at Enyimba as a case study.

Enyimba football club of Aba is already popular in Africa, but still a small team team in terms of it financial outlay. The club is funded by Abia state government and operates as a not-for-profit organization, which has limited it’s growth and expansion over the years.

Enyimba won CAF Champions League back to back in 2003 and 2004, when the football loving governor, Orji-Uzor Kalu, was in power. And the fantasy of being positioned as a world class team in the mind of it’s audience is something that hasn’t been explored at all.

Enyimba audience has continue to display stable affluent characteristics. Approximately 50% of those attendees are traders and transporters earning income ranging from N50, 000 and above per month. Although, the business potentials of Enyimba is so visible, the team management hasn’t made any significant effort to sell it’s products to these passionate audience.

GreenHunters Sports International, a Sport Marketing and management Consult in Lagos Nigeria, has invested considerable research effort to prompt the team managers to jump start marketing drive. In this article, we present Enyimba FC Audience Demographics, an essential piece of information for team marketing.

1.    Demographics Information

Sex

Male………………………………………….. 89%

Female……………………………………….  11%

Profession

Traders………………………………………………. 42%

Transporters…………………………………..….. 23%

Civil Servants………………………………………… 15%

Students………………………………………….…… 10%

Bankers………………………………………………..… 3%

Others……………………………………………………. 7%

Income

N100K and Above………………………………… 17%

N70K – N99.999………………………………………. 19%

N50K – N69.999………………………………………. 22%

N30K – N49.999……………………………………….. 18%

N10K – N14.999……………………………………….. 12%

0 – N9. 9999………………………………………………. 4%

Purchasing Pattern

Purchase tickets on match day at the Stadium…………………… 62%

Purchase ticket after Half time play……………………………………. 20%

Purchase ticket 7days in Advance………………………………………… 1%

Fan club Cardholders (Free Entry)……………………………………….. 9%

VIP (Special Guests (Free Entry)…………………………………………… 6%

Audience Match Attendance Per Competition

Nigeria Professional Football League………………………………………. 62%

CAF Champions League………………………………………………………….. 82.5%

Nigeria Federations (FA Cup)……………………………………………………. 48%

CAF Confederations Cup………………………………………………….………. 46%

Friendly Matches……………………………………………………………………….. 30%

Super4…………………………………………………………………………………………. 28%

2.    Geographic Information

Audience Location

Aba and Environs…………………………………………………………. 67%

Umuahia and Environs…………………………………………………… 13%

Owerri and Environs…………………………………………………………. 9%

Port Harcourt and Evirons…………………………………………………. 7%

Onitsha and Environs…………………………………………………………. 2%

Others………………………………………………………………………………… 3%

Audience Clusters

Ariaria Market Aba…………………………………………………….…… 46%

Various Motor and Bike Parks………………………………………… 22%

Ogbosisi Market Aba………………………………………………………. 13%

Student Campuses in Aba and Umuahia………….………………......... 10%

Others……………………………………………………………......... 9%

Audience Attendence from Various Locations for each Competition

CAF Champions League……………………..(Aba, Umuahia, Owerri, PH, Onitsha)

CAF Confederations Cup…………………….(Aba and Umuahia)

Enyimba Vs Abia Warriors……………………………(Aba and Umuahia)

Enyimba Vs Heartland………………………………….( Aba and Owerri)

Enyimba Vs Rangers…………………………………….(Aba, UmUahai, Onitsha, Enugu)

3.    Psychographic Information

Audience Lifestyle and Opinions

Discuss team matches at market and motor parks

Discuss team match at Newspaper vendors’ stand

Wear Enyimba Replica Jersey to market and Office

Watch Enyimba match and training at the stadium

Watch fotball on TV or Viewing Center

Audience Interest

Purchase Enyimba replica jersey and souvenirs

Purchase Sports Newspapers

Go to sport bars and viewing centers

Mingling and interacting with team stars

Attend team road shows

Attend team Gala night and Award ceremonies

Attend Fans Fests

Audience Interest Ecalator

When Enyimba reach League stage  to finals of CAF Champions League

When Enyimba is NPFL title contender (Top3 on league table)

When Enyimba reach Semi finals to finals of Nigeria FA Cup

When Enyimba sign top star or coach, especially returnee from a popular Europe Club

When Enyimba player(s) return from a successful national assignment such as world cup or Nations cup victory…

Audience Other Competitive Interests

European League, especially English Premiership at Viewing Centers

Abia Warrior matches in Umuahia

Peak sales period on Saturday at Ariaria market

Wedding, Musical shows

Other occasions and Events