The next person you will meet on your way down the
road in Nigeria may be a football fan. Discussing football at the airport, bus
park or restaurant is the easiest way to grab attention, especially with the
guys out there. Oh yeah, you can easily get into heated argument that may even result to fight.
In most cities in Nigeria, football followers
cluster in viewing centers , sport bars, Newspaper vendors stand, football
pitches, I guess stadiums and may be cyber cafes. And you dare not open a Can of worms if you do not already know the different characteristics of the different
kinds of football fans and how they are divided among the most supported teams
in the country. Did I hear you say Chelsea ! or Man-U?
It is important for Sport Marketers to understand not
only fans demographics, but also psycho-graphic variables to enable them proffer
the right marketing solutions. At the various
centers, you are likely to meet all kinds of football fans and I would
like to help you identify four major ones.
Fanatical Fan:
The football fanatic is the most dangerous and yet
the most profitable group among football fans in Nigeria. He so passionately
support a team more like a die-hard aficionado. He is both physically and
emotionally involved.
He does not miss any of the games played by his
favorite team. He purchases most of the teams merchandised items: Jersey,
Mophlers, plague, Pin-ups, Journals…
Their mood is very predictable; happy when their
team is winning and emotionally downcast whenever they lose. And he can start a
fight if you try to taunt him in anyway when his team is losing. This fan can
only be approached when his team is victorious and can declare free for all
booze in such occasion.
Gambling Fan
The football gambler is more or less like the
fanatic in response to match situations. Perhaps, as dangerous because his
money is involved.
The gambler is always at the edge of his seat as he watch
the match or follows the live score of the different teams he placed his bet
on.
Although, they have little or no real passion for
the game or for a team, but are just concerned about the odds or formula that
can help them win some cash. They do not as much care and could even bet
against their favorite team if the odds are right for them.
Apart from betting with bookmakers, they could also
bet one-on-one with fellow fans and if they end up losing it may result to
violent attack on one another.
Encyclopedic Fan
The’ football encyclopedia’ knows most everything about the game . They are like ‘google’ of football. They can tell you everything about any club’s records and statistics: how many trophies, goals per
player(s), transfer news… just name it.
They read voraciously and
watch all kinds of football matches. They are ready to purchase any football
material; you can find them each morning at the vendors stand and each
evening at viewing centers.
In fact, they live, eat and sleep football. They are ready to
watch a football match even in their
enemy’s house.
Neutral Fan
The neutral fan is neither passive or active. They
just love watching and enjoying good football and can be very objective when analyzing any match. If you ask them the team they support, their response
will be “I support any winning team”
They are more likely to select the games they go to watch. They are not likely to put their money on betting or purchase
any team’s merchandise.
Sure, this class of fans can make good football commentators
and analysts, but they can easily separate themselves when the discussion is
leading towards heated arguments.
