The craze by most Nigerians to watch foreign football clubs’ matches played on cable television is becoming a cause of worry to most enthusiast and football administrators. What with the empty stadia across the country, low turnout of spectators and fans at various sports centres, venues for local sports meets and competitions? I bet you, so many Nigerians now know more about foreign sports clubs and their players than their own local clubs and players. This is unfortunate!

A situation where Nigerian youths and adults are very ready to reel out the history, names of players of foreign clubs, like Barcelona, Real Madrid, Arsenal, Chelsea, Manchester United, Liverpool, Inter Milan, PSG, Bolton, Bayern Munich, Anderlecht, Manchester City, Lyon, Olympic Marseille, among others, is nothing but foolhardy. Shamefully enough, most of these youths and adults, cannot mention the names of Nigerian local clubs and players therein. They do not even know the names of the national club sides whether male or female!

Fine, some may argue that Nigerians and Africans also ply their trade in these foreign clubs, and therefore, see nothing wrong in having so much interest in the foreign club sides. They may also argue that the quality, level and standard of play displayed by these foreign club sides is very high and attractive. I agree with these arguments. I also agree that these club sides are that high in their performances because of the huge amount of money invested in them as well as the large patronage they receive in terms of spectators and fans.

Can anyone imagine the huge chunk of money spent and realized by these club sides in terms of sign-on fees, sponsorships, marketing rights, television transmission rights, endorsements, gate takings, and other patronages, as compared to our local club sides, which lack all of these incentives, sponsorships and investments? It is staggering!

True, football administration and management need to be greatly improved and taken a notch higher to raise the bar/standard of football in our various competitions. In fact, the National Professional League, the Challenge Cup, the Confederation of African Football (CAF) Champions League, West African Football Unity (WAFU) Cup, and the Africa Nations Cup, have not shown the touch of class that has been achieved by English, Italian, Spanish, Portuguese, Brazilian, Argentine and other South American and some Asian football club sides. We all reckon with that!

But that does not mean we must focus all our attention on these foreign football club sides at the detriment of our local clubs. They have developed and become strong because of the huge investment put in them by private business moguls, who strive for profit, and must do everything to get out the best in their players through winnings. They also commit to genuine integrated partnerships that work for the players, the club sides and their owners.

If the interest created and sustained in our domestic leagues would go a long way in increasing patronage, attract good private investments and marketing windows, and also improve the quality, style and level of players and the game of football in Nigeria, then, let us reverse the trend. Since there is a glaring co-relation between spectators/fans population, viewer interest and patronage as well as corporate sponsorships, endorsements, marketing rights, advertisement placements, and value of TV rights, then, we must galvanize our energies towards getting all these factors in place as a veritable means of boosting the game in Nigeria.

Of course, the various stadia and football facilities need to be greatly improved, especially since our football pitches are not well maintained as expected. The ambience and aesthetic beauty of the facilities, which contribute in no small measure in making the game attractive to spectators and fans, must be fixed. Even marketing rights of Nigeria’s Challenge Cup or Professional League matches can be issued to both local and foreign television stations so as to help popularize, and expose our domestic league and football players to the world.

Football has become such an international game of first choice that people from across boundaries, religions, languages and colours, are taking increasing delight in watching football matches of club sides, whether in their countries or not. I think that if Nigerian club sides are exposed to global football space, with improved investments, sponsorships, sign-on fees or endorsements, the quality of the game will be enhanced.

You can imagine the huge monies expended in terms of corporate sponsorships, endorsements, among others, by the telecommunications organisations such as MTN, GLO, Airtel, Etisalat, who promote big club sides like Barcelona FC, Manchester United FC, Chelsea FC, and a host of others at the detriment of our domestic club sides and teams, when they operate in Nigeria. Yes! Granted that virtually all these telecommunications companies are international conglomerates, they also have very strong customer base and revenue margin from Nigeria. In fact, most of them have their highest annual revenues from Nigeria. It is, therefore, unfortunate that they forget that those countries such as England, Spain, Portugal, Italy, France, Germany, will never encourage companies operating within their own vicinity to sponsor or patronize foreign football club sides at the expense of the local ones.

I think the Nigeria Football Federation (NFF), Ministry of Sports and National Sports Commission (NSC) and the Federal Government must urgently seat up and address this matter. Methinks that legislation needs to be put in place to grant incentives to corporate bodies which sponsor sports activities while punishing those who take delight in encouraging capital flight through the sponsorship of foreign club sides or teams.

In fact, a given percentage of local content is required in their sponsorship template, failure of which government should withdraw their licenses. The football administrators and managers must reach out to all these big-time corporate football supporters and sponsors, and enlist their commitment to invest part of their budget for football advertisements to local league sponsorships. They must also show some level of efficiency and transparency in the administration of the game to attract support of corporate bodies in terms of sponsorships.

Now the issue of competence and expertise is very important here. Football administrators in Nigeria must develop their competences and skills in professional and technical football administration, coaching and management. They must know what is necessary, the tactical approaches at all levels of the game, as well as the politics that determine who gets what and who wins at what point. The crises bedeviling football administration and management in Nigeria should be quickly addressed to save the game from total collapse.

Sports administrators should make conscious and deliberate effort at developing football at the grassroots, particularly schools sports. It is not in doubt that Nigerians, especially youths love football. These abundant talents across the country should be harnessed, and put to useful purposes. I think, what is required is for these talents to be nurtured and shaped through grassroots talent hunts, coaching clinics, and mentoring opportunities. Establishment of secured and quality football pitches or fields, distribution of football kits, including balls should be encouraged, because this helps the youths to develop their football talents. It also builds the interest of the entire population in the game of football. There is no doubt that the existence of football academies in Brazil, Argentina, Spain, Germany, and Portugal, has helped these nations in their effort to grow the game to the level they are today.

I believe that to stem the tide in the dwindling fortunes of Nigeria nay Africa football, and arrest the lack of spectators/fans’ enthusiasm and interest in our domestic football games, we need to bring in the brains and best hands to manage and administer the round leather game as practiced all over the world. Square pegs must be put in square holes just as round pegs must be put in round holes. Indeed, the right experts with the technical knowhow, managerial skills and right attitude must be made to manage our football at all levels.

It is interesting to note that football is a money spinner and major foreign exchange earner for many countries. As such government and private sector investments would not be in vain if there are put into football activities in Nigeria. Nigerians are great football lovers, and would justify the huge investments through payment for various services aimed at promoting the game.

If football sponsorship increases, and spectators/fans population rise, obviously, revenue will double.

Coincidentally, the game has the capacity to create employment opportunities for thousands of Nigerians. It will also promote the unity of the country, and enhance other social and cultural relationships and interactions. Football has the potential to boost tourism, competitiveness, hard-work, industry, economic viability and peace. In fact, football helps to facilitate sustainable development of society. This is why all stakeholders need to act fast to get the game of football back on track in Nigeria.

Ayooso, a public affairs analyst, resides in Port Harcourt.

Samson Ayooso