- A Report By GreenHunters Sports International, A Sports Marketing Company in Nigeria
The European football market in Nigeria is now worth a record €2.5bn ($3.5bn), according to a new report issued by sports marketing service company GreenHunters Sports International, with the English Premier League enjoying an 75 per cent consumption rate; as well as UEFA Champions league 86 per cent consumption...rated differently as a continental league.
The Big Five European Leagues
The overall consumption growth was primarily driven by the ‘big five’ European leagues who saw combined revenues increase by nine per cent in 2017-18, and the rising of the new entrant Kwese TV, working hard to change the broadcasting arrangements in Nigeria; a broadcast right almost monopolized by the South African Multi-Choice company, owners of DStv and GOtv.
GreenHunters said the Premier League consumption revenues worth €712.7m for 2017-18. Spain’s LaLiga was the next in line with €218.4m, followed by the German Bundesliga (€117.3m), Italy’s Serie A (€110.5m) and France’s Ligue 1 (€61.3m). These figures were derived from Sports betting, merchandising and corporate partnership
Pay tv Broadcast Revenue
Broadcast revenue grew from 47 per cent to 56 per cent in 2017 - 18, as a result of 20 per cent increased subscriptions for Pay tv, by households and viewing centres across Nigeria. DStv and GOtv enjoyed an 75 per cent of total consumption in the pay tv space, with revenue of €1.3bn. And Kwese tv, a new entrant, enjoyed €526m in revenue and then StarTimes €426m in revenue.
Much a do, subscriptions really increased because it is a FIFA World Cup year in which Super Eagles of Nigeria were expected to do great exploit. Interest became so high and grew subscriptions.
A lot of viewing centers and sports bars sprang up; a lot of old ones consistently renewed their monthly tv subscriptions. A lot of households bought pay tv decoders for the first time this year, there were more subscriptions between the month of march going to July 2018.
Growth of Sport Betting
The European Football market in Nigeria grew more due to five per cent increase in the consumption of sport betting, generating revenue of over €200m monthly. Most of all the sport betting brands in Nigeria were franchise from Europe. And most bettors stake more on european league games.
Merchandising
The sales of European clubs kits and other memorabilia also grew by less than one per cent. The merchandising of Manchester city jersey grew by 11percent, while liverpool jersey sales grew astronomical by seventy per cent with revenue of €67m. Attributed to the clubs' performances both in the Premier league and UEFA champions league.
Partnership and Association
The partnership between Laliga and Nigeria Professional Football League (NPFL) grew in bounds, staging several fans fest events and more prominent the international friendly between Super Eagles Vs Atletico Madrid in Uyo. The partnership revenue was estimate at €209m
The partnership in grassroots football development, the FCBescola academy tour of spain, Real Madrid franchise with Rivers state government, revenue of €85m
A more comprehensive report will published in our upcoming newsletter. For further iinquiry: call or WhatsApp: +234(0)809 877 2556 or email: gh.sports1@gmail.com.
