Football Marketing in Nigeria – Everything You wants to know about the Profession
Who
is a Football Marketer?
In general terms, a sport marketing person who
specials in the marketing of football related products and services may be
regarded as a football marketer.
But in real practice, it is difficult to define who
actually is a football marketer, because the demographic make up of football
marketing is something very complex to describe.
The activities of consumer and industrial product
and service marketers who are increasingly using football sport as promotional
vehicle are at the forefront of football marketing in Nigeria. Even a casual
television viewer cannot help noticing the use of football personalities and
images to sell a whole range of other products and services.
But this is an extremely limited description, in
that it fails to recognize the dominant portion of football marketing, which is
marketing of football products, events and services directly to consumers. Here
again, people who sell football equipment, wears, trophies and souvenirs are
easily noticed.
Yet, it doesn’t cover the scope. The term “football
consumers” and “football consumption” entail many type of involvement,
including: playing, officiating, watching, reading, collecting, betting… So the
job description of a football marketer would largely depend on his or her own
area of specialization, which includes:
- League and team marketing
- Coach and players marketing
- Tour, Hotel and Camping facilities marketing
- Stadium, concessionary and event marketing
- Equipment, wears, and souvenirs marketing
- Media rights and football information marketing
- Betting and book making Marketing
Today, some journalists, traders, promoters,
lawyers, caterers, real estate agents, event managers, bookmakers… are all
involved in some form of football marketing.
No matter your area of specialization, the job of a
real sport marketing professional consists of all activities designed to meet
the needs and wants of football consumers through exchange processes.
Football
Marketing in Nigeria
Football sport isn’t yet structured as business in
Nigeria. The core products (League and Teams) still operate largely as a youth
development not-for-profit ventures.
The administrators focus majorly in organizing and
playing league matches or tournaments without making any significant effort to
make profits or meet the needs and wants of consumers (Players, Viewers and
Sponsors).
The leagues and teams are funded mostly by
government, so there aren’t any entrepreneurship tendencies to create revenue.
It accounts for the general lack of marketing or foresight in marketing
ventures.
Although, the need is so evident, but the league
administrators and team managers’ short slightness (Myopia), have really slowed
the industry’s development and demand for professional football marketing
staff.
The structure will surely change sooner or later as
competition for spectators (consumers) increased between leagues – EPL Vs NPFL
– and other related events such as musical shows, cinemas on one hand and ever
increasing remunerations by players, on the other hand.
Teams and most football organizations in Nigeria are
already finding it difficult to breakeven or to meet their contractual
obligations. The truth remains that the need for football marketers cannot be
ignored for too long. Already, sport shops, stadiums, camping facilities,
professional teams, inter-school tournaments, grassroots and youth programs are
all looking for a better way to attract consumers and maintain sales. Only marketing
professionals have the cognate skills to continually adjust and control the
5P’s (Product, Price, Place, Promotion and Public Relations) to achieve consumers’
satisfaction and profits for the organizations. The future of football in
Nigeria belongs to marketers.
What
are the qualifications and Skills Required?
An education in general marketing management at
Bachelors degree or Higher National Diploma level may be a good starting point.
But training in Sport marketing is required. Perhaps, a post graduate
certificate in sport marketing may help you develop skills faster on the job.
I am not sure there’s any institution in Nigeria
offering Sport Marketing course. But there are courses you can take online.
Check: www.smww.com Otherwise, you may have
to travel abroad to study a 6 months or a year certificate course at Colorado
University or University of Denver…
There’s no licensing or regulations as to who should
practice Sport Marketing in Nigeria, other than cognate knowledge and skills
that would set you apart from quacks in the industry.
Presently, we have only few Sport marketing firms
and professionals due to the structure that hinders to a large extent the practice
of the profession in Nigeria.
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