Common-Sense Ideology: Fans, Colonial Mentality and Nigeria Football in the 21st Century

 



Written by Benson Chukwueke, a Sport Marketing and Management Professional. President and CEO of FantaXtik. A great mind when it comes to football ideologies and in depth knowledge implementations, to deliver satisfactory football utility on a global scale.


Introduction

Football in Nigeria is more than just a sport; it's a national passion, a source of immense pride, and a unifying force that transcends ethnic and religious divides. It has the potential to be a source of economic growth. 


The beautiful game in Nigeria is currently marred by a paradox: a fervent local fan base that disproportionately favors European football over its domestic league, the Nigeria Professional Football League (NPFL). This phenomenon, deeply rooted in a complex interplay of factors, including a post-colonial mentality and perceived shortcomings in the NPFL, presents a significant challenge to the growth and development of Nigerian football.


Our findings indicated that 97 out of every 100 football fans in Nigeria prefer to patronize the top five European leagues than any level of local football. This rise in reports of a kind of blacklist of Nigeria football, could be linked to massive corruption in the system: boardroom manipulations, match fixing, referee bribery, hooliganism, poor playing standards and players desire to migrate abroad, especially to Europe.


This case study examines the undercurrents of this complex dynamic, exploring the reasons behind the preference for European football, the economic consequences of this preference, and the potential for revitalizing the NPFL to harness the immense potential of football for Nigeria's socio-economic development.


Fans overt disassociation and a kind of media blacklist of local football exists a 'neo-colonial mentality' in the massive consumption of English Premier League in Nigeria.


Neocolonialism can be described as the subtle propagation of socio-economic and political activity by former colonial rulers aimed at reinforcing capitalism, neo-liberal globalization, and cultural subjugation of their former colonies. 


The common sense ideology points to how Nigerians have enslaved themselves to their former British colonial masters by their self submission to such cultural subjugation in football consumption. Self destruction of local leagues and the massive promotion of English Premier League and other European leagues in Nigeria.


Common Sense Ideology

The common sense ideology being inspired by Senator Ben Murray-Bruce's book "Common Sense Revolution." points to the fact that everyone have such knowledge unspoken and unwritten sound judgement that we take for granted. We acquire it imperceptibly from the day we are born. For example, it is common sense that when you purchase and consume foreign products, you are enriching the foreign country that produce that product and impoverishing your own country by such consumption pattern. Forget about the story of globalization.


The love and consumption rate of football in Nigeria can make the industry a major contributor to the Gross Domestic Product (GDP) of the country's economy, but the capital flight is enormous:




The Allure of European Football

The popularity of European football in Nigeria is undeniable. From the English Premier League to the Spanish La Liga, millions of Nigerians tune in weekly to watch their favorite European clubs and players. Several factors contribute to this strong preference:


Perceived Quality: European leagues are widely perceived as having a higher quality of play, better infrastructure, and more professional management than the NPFL. The fast-paced action, world-class players, and tactical sophistication of European football are a major draw for Nigerian fans.

Media Exposure: European football enjoys extensive media coverage in Nigeria, with dedicated television channels, radio programs, and online platforms providing comprehensive coverage. This constant exposure reinforces the perception of European football as the gold standard.

Glamour and Marketing: European clubs have mastered the art of marketing and branding, creating a global appeal that extends far beyond their domestic markets. The glamour, prestige, and celebrity associated with European football are attractive to many Nigerian fans.

Post-Colonial Mentality: A lingering post-colonial mentality also plays a role. Some fans view European football as superior simply because it originates from the 'developed world,' reflecting a historical bias that undervalues local products and talent.


Most fans say they will never patronize Nigerian leagues because they are largely substandard and does not deliver such level of entertainment required at this 21st century. But that's the point, the more fans in Nigeria patronize Premier League, English football industry gets better and richer, while the Nigerian football get worst and poorer



The Economic Cost of Divided Loyalty

The preference for European football has significant economic implications for Nigeria. While precise figures are difficult to obtain, estimates suggest substantial financial outflows due to the patronage of European leagues:


Subscription Fees: Millions of Nigerians subscribe to pay-TV services to watch European football, generating significant revenue for foreign media companies. This money could be redirected towards supporting local broadcasters and investing in the NPFL.

Merchandise Sales: The sale of European club merchandise, from jerseys to souvenirs, represents another significant outflow of funds. This money could instead support local businesses and the NPFL's commercial ventures.

Betting: European football attracts a substantial amount of betting activity in Nigeria, with millions of Naira wagered on matches each week. While betting can generate tax revenue, a significant portion of the profits goes to foreign betting companies.



Estimated Figures:

Football Consumers: Nigeria has an estimated over 60 million football consumers.

Estimated Loss: It is estimated that Nigerians spend over ₦700 billion annually on European football through subscriptions, merchandise, and betting. And another ₦600 billion in annual corporate partnetship with European clubs. 


This financial leakage hinders the growth of the NPFL and deprives the Nigerian economy of much-needed investment.


Unlocking the Potential: Football as an Economic Driver - The Multiple Effect

Despite the challenges, football has the potential to be a significant contributor to Nigeria's GDP. By revitalizing the NPFL and promoting local patronage, Nigeria can unlock the immense economic potential of the sport:


Job Creation: A thriving NPFL would create numerous jobs in areas such as stadium management, security, catering, marketing, and media. It will boost the sports ecosystem and allied industries.


Tourism: Improved infrastructure and a more attractive league could attract domestic and international tourists, boosting the hospitality sector and generating revenue for local businesses. Football games could become viable tourist attractions.


Revenue Generation: Increased sponsorship, broadcasting rights, and merchandise sales would generate significant revenue for NPFL clubs and the Nigerian Football Federation (NFF), which can be reinvested in the league.


Improved Infrastructure: Investment in stadium infrastructure and training facilities would benefit not only football but also other sports and community activities.


National Pride and Social Cohesion: A successful NPFL would foster national pride and strengthen social cohesion, uniting Nigerians behind a common cause.


Potential Contribution to GDP: With strategic investment and reform, football could contribute an estimated 1-2% to Nigeria's GDP within the next decade.


Strategies for Revitalizing the NPFL

To realize the full potential of Nigerian football, a concerted effort is needed to revitalize the NPFL. This requires a multi-pronged approach focusing on the following key areas:


Improved Governance and Management: Strengthening the NPFL's governance structure, ensuring transparency and accountability, and attracting competent administrators are crucial for building trust and attracting investment.


Infrastructure Development: Upgrading stadium infrastructure, improving training facilities, and providing adequate security are essential for creating a more attractive and professional environment for players and fans.

Talent Development: Investing in youth academies and grassroots programs to nurture local talent and provide a pathway for young players to progress to the NPFL and beyond. It's important to bring back school sports at the primary and secondary levels.


Marketing and Promotion: Implementing effective marketing strategies to promote the NPFL, attract sponsors, and increase media coverage. Creating compelling narratives around the league and its players is crucial for building a loyal fan base.


Fan Engagement: Creating a more engaging and entertaining match-day experience for fans, including improved ticketing systems, better catering facilities, and family-friendly activities. Making games affordable is also vital.


Collaboration and Partnerships: Fostering collaboration between the NFF, NPFL clubs, government agencies, and private sector investors to create a sustainable ecosystem for Nigerian football.


Combating Corruption: Tackling corruption and match-fixing to restore integrity to the league and rebuild public trust.


Conclusion

The preference for European football in Nigeria is a complex issue rooted in a combination of factors, including perceived quality, media exposure, marketing, and a post-colonial mentality. While the allure of European football is undeniable, the economic consequences of disproportionate patronage of European leagues are significantsignificant and defies common sense. 


By implementing strategic reforms and investing in the NPFL, Nigeria can unlock the immense potential of football to contribute to the country's socio-economic development. This requires a collective effort from all stakeholders to create a more attractive, professional, and sustainable ecosystem for Nigerian football. Ultimately, revitalizing the NPFL is not just about improving the quality of the game but also about fostering national pride, creating economic opportunities, and building a brighter future for Nigeria

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