Nigerian football clubs must take a bold step to creatively unlock the opportunities staring at them else they'll continue to sing the same boring songs.
While most clubs are engrossed with excuses from obvious challenges to run a business in Nigeria, they have also turned their back at amazing opportunities begging for attention.
With focus on the Nigeria Professional Football League (NPFL), eighteen clubs are owned by state government while two are privately owned. There hasn't been a major difference in the way these clubs are managed by both types of owners. Fact is - they both get funding from a source yet make nothing in return.
While the interest for local football is constant, clubs have intentionally distant themselves from the fans who will gladly jump at offers if these clubs throw some at them. Clubs have not done enough to establish a link between 'the club and the fan'. Probably lack of transparency and accountability could be a big reason why the government owned clubs haven't done so much in this regard.
But what about the private owned clubs? Aren't they accountable too? Is the sponsor of these private owned clubs not bothered about growth? On the average, a club in the NPFL spends around N10m each month for eight months yet the proprietor feels so good to keep spending? What will happen to the club if the sponsor dies?
Fan base income source
Investors/partners/sponsors don't joke with numbers and that's what a structured fan base offers. It gives these clubs the power to bargain and to create more income source.
If a club seeking for a shirt sponsor can prove to a potential partner that it has a hundred thousand fans who will wear the club's replica jersey, the brand will definitely be willing to do business with such club. If a brand sees that the stadium is filled to capacity during a match and can be assured that same will happen in all their nineteen home games, such brand will be willing to do business.
Get fans registered
Football is like a religion to Nigerians, it unifies and gives them a sense of belonging but they will do more if these clubs can offer value.
First, these clubs should create values to connect with the fans and get them registered through subscription.
For instance, Shooting Stars SC of Ibadan, see an average of 8,000 fans at the Lekan Salami stadium during their home games. These fans can be registered by collecting some simple datas and each fan that signs up gets a branded ATM card. The card will be branded in the club's logo and the fan's name will be on the card. The ATM card will be linked to a bank account and it will harbor opportunities to shop or get services at discounted rate. The card will also offer huge discounted rate on club's merchandise, tickets etc. But to access these special discount offered only to the club, the fans must pay an amount quarterly to access the opportunities.
Fans will not only sign up to this opportunity because it connects them to the club, they will because it also gives them access to some amazing discounts when they shop or get services.
This process has in a way created a couple of income source to the club as it will raise funds through subscription and also get real fan data base to seek for sponsors/partners.
Fan experience
The home ground should be carnival like. It should make the fans special. Match day ticket should be branded (not for free) and each ticket should offer something more than just gaining entrance into the stadium.
Spaces should be sold to vendors per season. That means only accredited vendors can access the stadium during a match. This is yet another income source for the club.
The main advantage of having a structured fan base is that; it puts the club at a vantage point where it offer both brands and the fans value for money.
While most clubs are engrossed with excuses from obvious challenges to run a business in Nigeria, they have also turned their back at amazing opportunities begging for attention.
With focus on the Nigeria Professional Football League (NPFL), eighteen clubs are owned by state government while two are privately owned. There hasn't been a major difference in the way these clubs are managed by both types of owners. Fact is - they both get funding from a source yet make nothing in return.
While the interest for local football is constant, clubs have intentionally distant themselves from the fans who will gladly jump at offers if these clubs throw some at them. Clubs have not done enough to establish a link between 'the club and the fan'. Probably lack of transparency and accountability could be a big reason why the government owned clubs haven't done so much in this regard.
But what about the private owned clubs? Aren't they accountable too? Is the sponsor of these private owned clubs not bothered about growth? On the average, a club in the NPFL spends around N10m each month for eight months yet the proprietor feels so good to keep spending? What will happen to the club if the sponsor dies?
Fan base income source
Investors/partners/sponsors don't joke with numbers and that's what a structured fan base offers. It gives these clubs the power to bargain and to create more income source.
If a club seeking for a shirt sponsor can prove to a potential partner that it has a hundred thousand fans who will wear the club's replica jersey, the brand will definitely be willing to do business with such club. If a brand sees that the stadium is filled to capacity during a match and can be assured that same will happen in all their nineteen home games, such brand will be willing to do business.
Get fans registered
Football is like a religion to Nigerians, it unifies and gives them a sense of belonging but they will do more if these clubs can offer value.
First, these clubs should create values to connect with the fans and get them registered through subscription.
For instance, Shooting Stars SC of Ibadan, see an average of 8,000 fans at the Lekan Salami stadium during their home games. These fans can be registered by collecting some simple datas and each fan that signs up gets a branded ATM card. The card will be branded in the club's logo and the fan's name will be on the card. The ATM card will be linked to a bank account and it will harbor opportunities to shop or get services at discounted rate. The card will also offer huge discounted rate on club's merchandise, tickets etc. But to access these special discount offered only to the club, the fans must pay an amount quarterly to access the opportunities.
Fans will not only sign up to this opportunity because it connects them to the club, they will because it also gives them access to some amazing discounts when they shop or get services.
This process has in a way created a couple of income source to the club as it will raise funds through subscription and also get real fan data base to seek for sponsors/partners.
Fan experience
The home ground should be carnival like. It should make the fans special. Match day ticket should be branded (not for free) and each ticket should offer something more than just gaining entrance into the stadium.
Spaces should be sold to vendors per season. That means only accredited vendors can access the stadium during a match. This is yet another income source for the club.
The main advantage of having a structured fan base is that; it puts the club at a vantage point where it offer both brands and the fans value for money.
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