The Nation Newspaper

Tag: uppercut

  • Need to protect the sport brand

    Welcome to yet another ordained day today, I shall attempt to briefly discuss the need for there to be concerted efforts by all interested parties, towards protecting the sport brand in Nigeria. For the purpose of this discuss, I will like to operationally limit the definition of sport brand to any sport that is being played or regulated within the territory of Nigeria. To this end therefore, we shall not be limiting our discussion to a single brand rather we shall be discussing sport brand as a general phenomenon.

    Recently, I discussed with a friend of mine about the current threat to sport in Nigeria although we focused mainly on football within the local leagues and it may interest you to note that a lot is going on within our various football leagues. Truly, there are numerous media reports about the various acts of hooliganism as exhibited at various match venues across the country and these dastardly act cuts across all the football leagues probably except the women league

    Unfortunately, this wanton display of lawlessness has continued for a very long time unabated and the unfortunate repercussion to this act is the fact that we are daily destroying the quality of our sport brand instead of looking at ways of improving the quality and service delivery of the brand to our numerous customers across the country.

    Abroad we have followers of various sports and their supporters cutting across various age groups and each time their preferred sport is playing they are always readily available to support their teams by ensuring that they attend the games and also pay for their entry ticket. Sport is not a free show and it is high time we impress it into the consciousness of all concerned that sport can no longer continue as the usual business.

    In Nigeria we have an attitude that we are not suppose to pay to watch a match for instance or pay to attend a sport game. However, whenever we travel abroad we are quick to book for a match ticket well in advance and also respectfully abide by the rules governing the entrance of spectators to the stadium. Let me start by saying this I have noticed that each time there is a national football match in Nigeria our well travelled supporters club hardly come into the stadium through the approved entry point you see them walking into the stadium with such impunity that cannot be condoled nor even exhibited by them when they are outside the country.

    Also VIP’s have a way of believing that they are to be given free tickets to watch a sport game of their choice within the territory of Nigeria. However, they don’t do such when they are outside the shores of Nigeria this acts must stop because as I said earlier that sport is not a free commodity as presumed by some individuals. I have witnessed top officials of government who were invited in their capacity to a sport game and you see them coming with their aids that has got no game ticket yet insisting that they have to be allowed into the stadium for free

    Another threat to the sport brand is the issue of insecurity at game venues, recently I met a friend who confided in me that there is no way he will allow his family to go to the stadium to watch our league matches his reason was simply because our games venues are not properly secured. It is appalling and highly regrettable to see our game venue degenerating into a war theatre where people who ordinarily should have come to the stadium to cheer or watch a game been seriously harassed, intimidated, brutalised and even some has been terminally injured. There is need therefore for the operators of our various sport brands to ensure that all hands are on the deck in ensuring that this monster called hooliganism in sport is stamped out of our system completely.

    Fundamentally, there is the need for us to do all that is humanly possible in ensuring that we protect the various sport brand in Nigeria from been devalued by the mere display of negligence on the part of the sport brand managers. We need to develop a working strategy that will eradicate sport hooliganism we would have redeemed our sport brand by 75% that much I am sure about.

    Let me appeal sincerely and succinctly, at this point to all those that can be classified as a sport brand manager either as a participant or as an organiser to please rise up to the current threats confronting their various brand and work out the clear modalities for the actualisation of this noble idea of protection sport brand.

    Finally, the Super Eagles as a Nigerian Sport Brand will be up against Ethiopia’s Walya Antelopes in a 2014 FIFA World Cup Final Elimination Fixture first leg in Addis Ababa on Sunday October 13, 2013 as expected we pray God to grant them another victory.

     

  • Sustaining peace within the sport circle

    Recently, we have been able to enjoy some level of decorum and respite within the sporting fraternity in Nigeria and the resultant effect of such is evident through the various successes recorded in the sport community irrespective of the sport in focus we have been able to experience a reasonable peace within the sport community.

    However, I have come to realize that this peace is only temporary and if something drastic is not done to stop the brewing keg of gun powder as been orchestrated between the legislators and sport managers we may find ourselves back into the trenches as this time we may not hear the last of the impending battle.

    My concern basically is born out of my desire to seeing that sport business strives in Nigeria and we cannot develop the sector if and when we keep having squabbles within the polity. I have often said before now that the problems of our sport is hydra headed but good a thing we have been able to manage this problems significantly and as such we should not allow personal ego and office to derail the current peace within the Nigeria Sport space.

    Many have said that we are not able to manage our differences especially when it comes to issues that borders on personal sentiment and official ego however, I am seriously convinced on the fact that we have the capacity to address whatever issue that is needed to be addressed.

    It is not in my attitude to be dragged into political issues but the fact is that if the sporting political space is at war then there will be no significant progress that will be made in the sport circle. Unlike what used to be the case before now we now see the National Sports Commission working together with the Nigeria Football Federation towards advancing the growth and development of the game of football in Nigeria

    This trend is also evident in other sport federations as we are gradually beginning to see the need to work as a unit towards developing the sport sector rather than working independently and at opposites. Let me also appeal to those who derive pleasure in seeing that the sport sector is destabilized that they should take a walk away from sport because their antics of creating problems will no longer hold water.

    Another issue that calls for attention is the current state of all recalled federation secretaries back to the National Sports Commission while appreciating the foresight of the egg heads at the NSC towards encouraging the independence of each sport federation to employ their own staff, it is expedient to note, that the process for this call need to be evaluated on the basics of change theory.

    While, I am not against change at any given time I strongly will oppose any change that will move the recipients from their comfort zone to the panic zone because whenever such occurs the entire benefit for embarking on such change becomes fruitless and useless. What happens to scenario plan and strategic evaluation because I have failed to understand why the sudden withdrawal of the secretaries without a plan for their immediate replacement or otherwise.

    Am sure the egg heads at the NSC will be working very hard in addressing these issues as we cannot have federations without qualified secretaries nor have qualified secretaries without offices due to a change that ordinarily would have been transformational.

    Coming back to the need for peace in the polity I think we need to acknowledge the fact that the current leadership of the National Sports Commission should be given credit for this noble achievement as they have succeeded in creating a workable ambiance within the sport community and this in turn has translated to the current development and progress that we have recorded over time.

    I need to also mention, that the Presidency should see the sport sector as a very important sector that needs to be sustained as such I do not see the need for there to be any change of baton at this time considering the way and manner the leadership of the NSC have been conducting affairs within the sector rather, there is the need for there to be more support towards the sport sector to enable the sector develop

    Sport is no more a place for mediocrity it is serious business as such we need to always have it at the back of our mind that the sustainability of the sector is fundamental towards the eventual transformation of the sector into an economic asset to the nation and the Nigerian people.

  • Understanding sport consumer marketing

    Today’s perception of sport in Nigeria can be viewed from various angles depending on which divide you are standing. However, one common factor from whatever standpoint is the need for there to be the adoption of positive marketing techniques in the promotion of our various sport brands.

    Unfortunately, as a result of the long term spoon feeding attitude of government as it relates to sport funding many sport managers have locked up their marketing ability due to the expectation that money will always be released by government for sport programmes to be executed

    Before now, I have had the erroneous belief that sport marketing is when you sell the product of sport to prospective investor’s or buyer as the case may be while this was acceptable in time past, the fact today is that sport marketing requires that we understand sport consumer needs and tailor our product to their needs.

    Sport can no longer be taken for granted as it is a product that must be properly marketed to its prospective consumers these consumers may either be sponsors, partners, fans or spectators. No wonder we keep hearing that sponsors are not responding to sport sponsorship whereas, the truth is that most sport managers are the architect of their problems because they are not responding to the needs of their sponsors as such, they are detached from marketing reality and lost in their world of prosecuting competitions either as a participant or as an organiser.

    Little wonder, we find enhanced sponsorship deals been recorded in Europe and America the reason for such success is simple the sport managers in those climes have taken sport marketing to the next level and have identified the need to satisfy the needs of their consumers rather than stand aloof and pretend that the consumers are the ones that should seek to partner with them.

    In Nigeria, no matter the legislation that is enacted to encourage sponsors, our sport managers must see the need to engage professional sport marketers that will assist them in marketing their various sport brands to current and prospective sport consumers. Failure to doing the aforementioned will lead to the same problem of lack of enough fund to prosecute our sport programmes as expected.

    Let me quickly make some observations about our current scenario in Nigeria sport. We have a situation whereby some sport managers see the sponsorship fund as free cash that is to be expended without decorum. Over a period of time you observe that some sponsors of certain sports are no more there reason is simple the sponsor or companies are not deriving any value from their sponsorship.

    Let me take our mind to a very simple scenario, I know in Nigeria that private companies do organise end of year dinners to either reward or appreciate their customers some even go as far as organizing promotions and lottery to reward their customers thus, through this acts their customers are retained and also their markets are expanded.

    Meanwhile, I am not aware of any sport federation, sport club, sport commission, sport council or sport association that have ever deemed it necessary to organise a thank you dinner for its sponsors at the end of the year or at the end of a sporting season. Yet every year we want sponsors and partners in sport. We forget that it is at such forums that we discuss more on how to sustain the brand power and mutually expand the scope of operations.

    I may be wrong but I am very convinced that if our sport organisations see their sponsors as partners in progress and also respect their needs as it relates to whatever contractual agreement they enter into then sport will move forward better than what we have now. Sport marketing is not the sales of sport products alone, it is the satisfaction through sport products of the desire and needs of prospective sport consumers and this cannot be done when we are far from our would be or existing sport consumers.

    The world is changing and there are also competing needs as well as competing brands and the money from sport consumers will only be available to those sport organisations that are able to understand in time the dynamics of sport marketing and approach same with every sense of professionalism and knowledge of the new trends.

    Let me also say at this point that there is the need for sport managers to update their knowledge on matters relating to sport marketing while we must also respect the place of professional sport marketers we must not loose sight of the fact that the marketers are not to be left alone hence, sport managers must also learn to align with the professional advice of sport marketers as it relates to relationship management in marketing.

    Let me not bore you with a lot of marketing terms but all am trying to say in this piece is for sport managers of various sport organisations to understand the need of their sponsors and partners as well as customers so as to build a family relationship around the brand which in this case is the chosen sport in question. Professional sport marketers must also be consulted to assist in this noble project of winning investors interest in sports.

  • Uppercut is one year today hurray!

    Today marks the one year anniversary of Uppercut and I must sincerely thank all those who inspired me to commence this noble venture more importantly, I wish to thank my very good brother and friend Mr. Ade Ojeikere who confronted me while we were in Liberia to watch one of the Super Eagles matches. He was the one that actually encouraged me to start writing according to his words “ why don’t you consider contributing your thoughts or you want to hide this your Ph.D without impacting people abi” as funny as it sounded I promised him that as soon as I get back home I will do something and so it was.

    I also must thank my dear son, Alexander and daughter Atarah not forgetting my loving wife, Jummai who will always ensure that she gets her copy of SportingLife every Saturday just to read my column. Also, I thank my boss Musa Amadu (General Secretary NFF) for his kind words of encouragement when I started as well as Mr. Ademola Olajire, the Assistant Director Media of the NFF not to talk of the numerous readers of my column across the country whose words of encouragement through sms, and emails have spurred me on in continuing this great mission. I must also thank my professional colleagues and my lecturers, especially Prof. Babatunde Asagba of the University of Ibadan for his continuous comments on my column I thank you all. Finally, I thank the most high God who has bestowed me with the wisdom and grace to write, may his name be forever praised.

    Within the year under review we have been able to discuss on a number of issues namely; The big question, Accidental sport administrators, Analog sport coaches, Athlete’s commercial patriotism, Stadium collaborative construction, Challenges of sport institutions, Promoting sport economy, Culture of sport criminality, Managing sport nepotism, Winning investors confidence, Sport innovation and reality, Clandestine sport cabal, Sport academy enigma, Sport political intrigues, Sport chronicle 2012, Setting 2013 sport agenda, The science of sport, Sport bureaucracy, Collective bargaining in sports, Sport socialization in South Africa, Super Eagles rebranding Nigeria, Service without honour, Sport sponsorship enigma, Promoting sport business, Benefits beyond Estacode, Unwanted sport Commissioner, Sport safety and security, Sport is a media event, Formation of athlete’s council, Enhancing sport personnel productivity, The painful truth, National lottery and sport development, Namibia sport brand projection personified, Sport and spirituality, Recycled Federations’ no policy, Football clubs modern slavery mechanism, Women in sports, Private sector conspiracy of silence, Losing the steam in school sports, Need for adopting long –term athlete development model, Leadership change in sport organizations, Diversity of sport and Curbing sport hooliganism

    In commemorating this year’s anniversary, I have selected the following comments from readers and I feel I should also share their thoughts about Uppercut as we all celebrate the one year anniversary of Uppercut. The following comments were not edited in any way.

    Dr. Emeruwa, “UPPERCUT” has been entertaining, analytical, educative and well-researched. In your second year I look forward to reading interviews you would be having with sports administrators and athletes from all over the world. I trust you can do that and take your column out of the academic premise as it were now. Congrats on your first year anniversary. – Olukayode Kazeem, Ketu, Lagos (08023339470)

    Am always okay with whatever you come up with every weekend as regards this column. You are good and very creative. Keep it up.- Joseph Nelson, From Okitipupa, Ondo State (08161775066).

    I thank Uppercut for its enriching and indepth analysis of sports. I urge sports administrators in Nigeria to make Uppercut a –must-read. Ride on. Finzo, Portharcourt (07012330819)

    Hello Sir, Uppercut is one of the most articulate and educative write up after my heart. More power to your elbow. Dosunmu Kazeem, Surulere, (08055340351)

    Chris your writeup is balance but the problem is it going to the right direction? (I mean oga at the top) are they reading your column? From. Victor, Illorin (08024986886)

    Dear Dr. Chris Emeruwa (Uppercut) your column in the sporting life is dynamic and fantastic please keep it up. Aliche Sam, Enugu (08032740984)

    Uppercut defines sports and the principles in sports. It’s such a turning point for sports administrators and sport lovers. Gracias. Taiwo Taiye from Sagamu (08133828080)

    I never knew what is hooliganism if not for uppercut, thanks for the education. I now understand that hooliganism have made it difficult 4 away matches to be won in Nigeria’s football league. So as uppercut marks her 1st year anniversary am wishing her more wisdom, strength and resources to continue this work toward getting rid of hooliganism in our soccer system. Deezia Lebura Paul. 100 Rumuola Road Portharcourt, Rivers State. (07068551056)

    It is worthy to mention here that the compilation into a book of all published articles within this first year is currently on the way and as soon as it is published I will communicate to all readers on how to get a copy. Congratulations to us all.