The Future of Sport Marketing In Nigeria - By Benson Chukwueke

Sport marketing has been around for a very long time, but sad to say, it hasn't become a big time business in Nigeria. "Big time" in the sense that it hasn't been well appreciated or found as a vital factor needed for the growth and sustenance of the sporting industry.

Today, sports in Nigeria is still regarded as a youth development ministry of government and is largely organized as well as operated as non- profit venture. Government fund associations, teams as well as build stadiums (pitches, courts, tracks), every aspect of sports. So organizers, team managers careless whether customers (the fans) are satisfied with their games or not.

We are hoping in the near future, sports will be fully privatized and commercialized, then the function of marketing will take it's proper place. It is not a lofty hope! The Senate recently passed a bill that'll eventually transform the football industry in the years to come.

Indeed, when the leagues and teams are left to operate based on revenue they generate from their business dealings, then they will come to fully appreciate the function of marketing. They will then understand the full import of having an empty stadium. They will come to fully appreciate the value of corporate sponsorship and how it resonate on their bottom line.

Only then, will the leagues and teams seriously look for sport marketers to help them to build  a more going relationship with the fans and the corporate bodies.

But as it is now, it doesn't really matter if teams play in an almost empty stadium and without sponsors or advertisers, because at the end government will still disburse funds to them, for their operations.

Importance of Sport Marketing
Let's start with the premise of the sport insdustry - entertainment! Simply stated, we are in the entertainment business. Sports are providing fun and escape for the everyday people in Nigeria. It is this same people who will measure the utility level they derive from each sports event or team. These sports events are the lifeblood and must have a core connection with the fans.

Marketing  to Fans
Every game must be special. Our job as sport marketers is to always create "the moment of truth" or "an unforgettable experience" for the fans, that'll keep them coming again and again to ask for more. I mean first and everlasting impressions.

There are intense competition for both leisure time and the entertainment Naira. We battle not only the other leagues or entertainment options like musical concerts, but also the over 500 television channels across the globe.

Wouldn't  it be easier to stay at home or go to a nearby sports bar to watch the Premier League/ Uefa champions league or AY Show - night of a thousand laughs on television; than to head to the Nest of Champions to watch Akwa United Vs Enyimba. There must be something emotional attachment we must create to draw the fans to the stadium. It goes far beyond just the 90minutes game.

With the increasing galaxy of competitions,  you need the sports marketers to help create and make the sports events unique and ultimately in demand. If you lose your fans at the stadium, you have lost the most important factor in sports business.

No matter how a team play so well, no matter the stars they parade, it is the fans that would purchase the tickets, it is the fans that will attract corporate sponsors to the team or the league. It is the fans that will make the team or league tick.

Fun, leisure are essential to human wellbeing, but we need to package it in a more creative and appealing ways. This means being innovative on how we sell the games. Affordability and accessibility are paramount  in growing the next generation  of fans, which need something more to draw their attention away from social media and the internet.

We need to first catch their emotional interest on the internet where they spend more of their time these days...appeal to them and persuade them to attend the games live at the stadium. So sport marketing should incorporate digital/ social media marketing in their strategy.

The golden rule of sport marketing: we must preserve our most important relationship - the everyday fan. We must be apealing to them. We must be affordable and we must be accessible.

Of course, if we do well as sport marketers and continuously attract large number of fans attending games in the stadium and develop deep afinity with the teams, corporate bodies have no options but to partner with the league and the teams.

Marketing to Corporate Bodies
Among the most important and most difficult is how sports organizations can handle the very complex relationship with corporate bodies. It is the sport marketers who can create and sustain such marketing relationships between teams and corporations.

Sport organizations need marketers who can strategically champion this relationship by controlling all the commercial (Sponsorship) elements. Partnerships are usually exclusive by category. For instance, Coke would be the only soft drink partner with a team or event. Sport marketers ensure there are no ambush marketing disguised by a competing brand.

There has been  a radical change of what were traditionally known as "Sports Sponsorship." It is no more seen as a Corporate Social Responsibility (CSR) targeted at building goodwill in the business environment where a company operates.  Before now, a company just disburse Sponsorship funds and feel satisfied with their association with the team, league or tournament.

Today,companies demand a more measured return on their investments and  sports organizations  must be prepared to deliver that if they desire to stay in business. It is no longer just sell a single sign in the stadium, it must directly or indirectly resonate in the company's sales result or bottomline.

Benson Chukwueke is a sport marketing professional in Nigeria and CEO of GreenHunters Sports International - Sport marketing and management agency in Nigeria. You can contact him: +234(0)809 877 2556. Or email: gh.sports1@gmail.com.