Have you ever wondered why Nigerian sports are hardly ever played by the children of successful parents? Why are they not playing on a football or basketball team? The simplest explanation is that the Nigerian sports environment does not appeal and is not conducive for participation by those with a higher socioeconomic status. That is to say that Nigerian sports facilities and organizations are located in the worst parts of town with participation and attendance reserved for those who are directly involved with the teams and facilities. There is no certified oversight with regard to coaching, recruiting, branding, merchandising, player safety, or any other aspect that is associated with this sector. These missing components are what build an audience; they are what bring fans from varying demographics and backgrounds to the table. These are variables that can create a truly commercial sports management industry in Nigeria.
It has been said that the best natural resource a nation has is its people and that has never been more accurate than in Nigeria. The resource pool here is like nowhere else in all of Africa. We should have national pride for our soccer stars that play professionally abroad just as we should have pride for those Nigerians that dominate a plethora of other sports in the United States. This industry plays a unique position in the human psyche; it’s the best public relations framework any nation or institution can ever have. It bonds people together and heals wounds.
In the old Roman Empire, Arenas were built to house sports to ease the empire through life’s challenges. American universities both large and small use their sports reputations to drive revenue and to recruit talent. Team owners have an inherent notoriety and use it to increase their sphere of influence. Steve Balmer for example paid $2 billion for the Los Angeles Clippers, not necessarily because the team is worth $2 billion now, but because the ancillary benefit of owning the franchise is worth more than $2 billion. The benefits of individual wealth, boosted local economies, and positive national image through sports can be realized here in Nigeria too. The value to be gained is unapprised.
The recent rebasing of Nigeria’s gross domestic product described the positive economic impact of Nollywood and its ever-increasing music industry. Nigeria has the capacity, the people, and the financial ability to grow an entirely new industry based on private / free enterprise sports and entertainment. Cultivating a sports environment that is commercially separate from the Ministry of Sports is a viable option to fill some of the gaps that exist in Nigeria’s sports industry. Let’s use our collective wealth to feed our sports starved nation and support Nigerian free enterprise and capitalism. Let’s create the Arsenal and Manchester United environment right here in our own country.
Imagine sports teams with marketing and PR, Brand Management and Sales Departments, selling team merchandise to fans who queue to buy them because of their sheer passion for sports and their teams. That will have ripple economic effects in improved productivity and people employment. These are value adding activities. Imagine the related career opportunities; sports journalism, commentaries, law, physiotherapy, medicine, finance, umpires, and lots more.
One of my college basketball coaches earns$5 million a year and he does not have a PhD! In fact, in the United States there is even an entire financial services sector zeroed in on catering to the sports and entertainment industries. Why haven’t Nigerian banks embarked on this niche market that generates combined billions in revenues annually? The reason is simple; the industry needs to be more commercial. Why is it that player born and raised in Nigeria are not afforded the high earning power to play the game, at the highest level, right here at home? With the overall benefit to the economy and society at large, now is the time – Nigeria is the place.
The work has already begun. The Lagos Islanders Basketball Club (established in 1984) is an icon in Nigerian sports. The team has the record for Championship wins and is one of the most popular and prestigious sports clubs in Nigeria. However, its games are currently played in the dilapidated National Stadium, Surulere, Lagos. This year, my partners and I will transform the Lagos Islanders Team into an international brand, having bought over the club recently. The brand new home court will be located in Victoria Island and team merchandise will be available for purchase. We want to build a global sports brand from Nigeria, a country of so much sporting success. We expect to consistently have sold out games by providing a venue for entertainment that will captivate our fan base. We aim to create a product that will put Nigeria on an international stage for all of the right reasons! This we will do.
Ugo Udezue
