Renowned FIFA-licensed agent Drew Uyi has issued a challenge to Nigerian brands, urging them to secure endorsement deals with Super Eagles players ahead of the upcoming 2023 Africa Cup of Nations (AFCON) in Cote d’Ivoire.
The 34th edition of AFCON, slated to commence on January 13, presents a unique opportunity for brands to align with the competition and its key actors, the players. Football, deeply ingrained in the hearts of millions of Nigerians, offers brands a chance to tell their stories through the eyes of the Eagles players, who will represent the country in one of the continent’s most glamorous football events.
With the AFCON being the biggest brand in Africa at the moment, brands can leverage this platform to comprehensively rebrand. They can become the face of Nigeria’s quest to win their fourth AFCON in Ivory Coast, aligning with the “Let’s Do It Again” mantra launched by the team’s managers. Nigeria boasts the most valuable national team in Africa, with players worth €450.50 million, including Victor Osimhen, the continent’s best football player.
Brands can enjoy consistent exposure throughout the competition by having Eagles players as ambassadors, appearing in various media outlets such as electronic publications, television commercials, radio jingles, and newspaper advertisements.
Drawing on the success story of FrieslandCampinaWAMCO Nigeria Plc’s 2009 Peak Milk advert featuring football legend Nwankwo Kanu and his young son, brands can create compelling narratives that resonate with a nationwide audience and inspire consumers.
The AFCON gives brands the opportunity to re-state their identity and unlimited access to market, in the midst of the football frenzy.
According to Statista, the AFCON generates the highest revenue for the Confederation of African Football (CAF) — the continent’s football governing body. In 2022, the competition’s revenue that accrued to CAF, according to Statista, reached over $79.7 million.
The revenue streams from brand association and equity, just as some multinational brands have renewed their partnership with CAF for the 2023 edition, for difference levels of sponsorships. Brands part ways with millions of dollars, with assertion on the limitless commercial avenues, riding on the brand, AFCON.
Uyi, a branding guru holds a degree in Events and Sports Management from The London Metropolitan University. He brags of vast experience in developing and implementing strategies, to increase brand awareness, engagement and marketing. The expert has worked with several international brands promoting Nigerian athletes across the years, helping both to benefit from each other’s value and commercial tendencies.
“It is important for brands to start endorsing the players of the Nigerian national team now before the tournament kicks off. These brands can also do things along the AFCON tournament in order to create more visibility and grow their brands. AFCON in Ivory Coast is going to be the biggest crowd puller of the year in Africa and a melting pot for brands to maximize and grow their profit,” said Uyi.
