MARKETING OUR NIGERIAN FOOTBALL

Every time I read about the Nigerian Football Federation going to the government to beg for grants and subvention make me realise that our leaders don’t know their role in the Glass House. It is also quite appalling that the same officials will claim if elected will market our football and when elected, the reverse is the situation. The president of the NFF is the chief marketing officer but overtime this role is relegated to the background. A look at the various clubs and football associations particularly in Europe, America, Asia, Oceania, North and South Africa shows that the head of their football understand what it takes to grow and develop the sport but that is not the same with Nigeria. The country is blessed with both human and natural resources with a population of more than 170 million and an army of corporate organizations, but the PACKAGING has being our biggest flaw. The agreement signed in some cases with these corporate sponsors is quite ridiculous when compared to what they do with other countries. A typical example is the Nike deal for the sponsorship of our jerseys when compared to what was signed with Brazil, yes it is true Brazil is a bigger brand but what stops the NFF from asking for a package quite close to what Brazil enjoys. UNICEF sponsors Barcelona FC jerseys though for a noble course but the multiplier effect of this action on their corporate image and competitive edge is great. NFF could partner these corporate firms and help in rendering corporate social responsibility to the country and also enjoy good sponsorship drive. Hosting of matches are left in the hands of state government who end up using tax payers money and in other sphere turn these matches to political harassment to settle scores with the opposition all aimed at political gratification. It is high time the NFF sets up a functional marketing department headed by a season administrator who can attract sponsors and investors from both within and outside the country and until this is done, our country football will remain at the mercies of politicians who know little about marketing.