The future of Nigerian sports, particularly football, depends heavily on clubs fostering a passionate and dedicated fan base. Experts at the BusinessDay Sports Conference 2025 highlighted that a lack of fan engagement, unqualified administrators, and inadequate funding are key barriers preventing the growth of sports in Nigeria.
Renowned sports broadcaster Mozez Praiz stressed the importance of fan loyalty in strengthening clubs financially and competitively.
“To build a successful club, the foundation is a strong and loyal fan base. Fans should feel a sense of ownership in the team,” Praiz stated. “Until we bridge the gap between club managers and supporters, clubs will continue to struggle.”
The Power of Digital Engagement and Branding
Praiz emphasized that social media plays a crucial role in expanding a club’s reach beyond Nigeria. He pointed to global football giants like Arsenal and Chelsea, which have built a massive following, including millions of Nigerian fans, due to their strong digital presence and strategic branding.
Former Oyo State Commissioner for Youth and Sports, Seun Fakorede, criticized the lack of intentional government investment in sports. He also noted that Nigerian fans often focus more on supporting European clubs than their local teams, which weakens domestic league development.
Effective Leadership and Club Management
Stakeholders at the conference applauded Kunle Soname, owner of Remo Stars, for demonstrating how proper management can elevate a club’s status. Remo Stars’ transition from FC Dender to the Nigeria Premier Football League showcases how strategic leadership and investment can yield success.
Praiz also criticized the culture of appointing club executives based on political favoritism rather than expertise. “Sports management requires professionalism, yet club leadership positions are often given as political rewards rather than to those with a blueprint for growth,” he noted.
The Business Potential of Sports and Digital Transformation
Emeka Enyadike, Director at Digital Sports Africa, emphasized the economic potential of sports, citing that global sponsorship deals reached approximately $73 billion in 2022 and are expected to grow to $150 billion by 2032.
He underscored the need for Nigerian clubs to embrace digital transformation, broadcasting matches on platforms like YouTube and Facebook to increase visibility and revenue.
“If your club doesn’t have games on TV or online, you miss out on major revenue opportunities,” Enyadike explained. “European clubs have mastered digital branding, which is why they dominate the Nigerian fanbase. Local clubs must adopt similar strategies to thrive.”
A Path to Global Recognition
For Nigerian clubs to thrive, they must embrace digital tools, engage actively with fans, and implement professional leadership. By prioritizing these strategies, they can unlock new opportunities for financial growth and international recognition, ensuring the sustainable development of Nigerian sports.
