Often time, sports lovers around Nigeria spend hours upon hours soaking in foreign content to satisfy their interests. The likes of the NBA, Premier League, La Liga, Formula 1, and the UEFA Champions League have become products in very high demand on these shores, which has necessitated that these companies try to milk the benefits of the demand. Partnerships, incentivized promos and activations have become the order of the day, and it seems there is no end in sight.
Football as the king of sports has such a cult following in Nigeria that it is not uncommon for bars, event centres, bars, and hotels use football as a way of getting people to come around. They take it as a form of onboarding process to sell other commodities and services. It is a common joke in football circles that there are more Chelsea fans in Nigeria than in West London, where the English team originate from.
Nigerians and Africans, in general, love their sports, but it is quite sad that for the interest in sports, local content is not getting enough traction and leeway in the minds and thoughts of the average sports lovers. While the average sports fan can name at least 10 players from their favourite European clubs, the same cannot be said for local sports teams and this has been due to a myriad of factors mainly bad “packaging”, lack of relatable content, security challenges, and most importantly, lack of vision of the numerous business and investment