One of the greatest event of 2018 and indeed the biggest sporting event in the world is the FIFAL World cup tournament. The Russian 2018 edition sets new records. The 2014 edition of the tournament in Brazil has over 3.4 billion audience. Every brands (including nation brands) want to be associated with such because of the obvious, the reach and participation from over 200 countries across the world.
Regardless of the outcome of the event, the Nigeria brand has earned huge values. Though more of chances and I dare say we WON!
Major world events like this are not just about the actual adrenaline demanding actions, which is the number one reason for most spectators and betting companies, but an opportunity for the host nation to showcase the best of their culture, hospitality and values. It is also an avenue to make a wholesale laundering of their nation brand, exhibit their heritage, technological innovations and then enhance their perception thereby earning higher brand value. To the citizen, there is an immeasurable sense of pride for such feat.
It’s rarely for the money; nations compete for hosting right for an opportunity to launder their image, create a better perception, also with the possibility of some long term economic gains- even though this has not been so substantial, considering the huge investment for hosting a FIFA world cup or an Olympic kind of event. Studies have shown that hosting events like the world cup has a negligible economic benefit in the immediate.
Every news platforms of the world puts more attention to the contending countries as they endeavour to report events and break news in the build-up to the event. They work round the clock to capture every event during the tournament to make catchy headlines.
Nigeria became a talking point just before the kick-off of the Russia 2018 world cup, our dear Super Eagle became a sensation on both traditional news and the social media platforms with its beautiful jersey, designed by Nike. This was following the revelation that the jersey was officially voted as the finest on the field fashion for the tournament. Sky Sport named it the best jersey to be showcased during the world cup. The very influential GQ magazine conducted a ranking of the kits of each of the32 participating country in the 2018 FIFA world cup and they ranked the Super Eagle’s atop. The almost 90-year old magazine described our jersey as ‘eccentric and off the wall in the best possible way’.
With all these verdicts the Social media platforms went into a frenzy especially after the good/bad news that Nike went out of stock within minutes after the jersey was officially launched on Friday 1st of June. It sold out fast at the Nike town launch in London even before the materials were released, this is without any major marketing push to it. Nigerian Jersey, not an iPhone X new release.
While we were still basking in the euphoria and trying to soak it in with all the attention and the feel good factors (of course the conversation about the jersey not been made in Nigeria and the fact that the creativity isn’t really our effort), the Super Eagles, our flag bearer to the mundial made a grand entry to Russia on the evening of 11th June, 2018 with a David Bowler’s design that left no one in doubt of who we are and what our intentions were.
Well, Naija no dey carry last! We have been able to create an impression and maybe enhance some perception that we aren’t some butt naked hormone sapiens jumping from one tree to another, barely covering our genitals with leaves; but we could actually create world wowed fashionable materials and also break the internet with it if we choose to.
To many of us, this is the first time we will be hearing of something called the #BestJersey much more, the best dressed. While the FIFA world cup isn’t about fashion, but kicking the round leather ball and winning matches, the fashion angle has really been to our advantage, and the brand Nigeria has earned more mention from it. Well, time and chancehappened to our advantage.
A little insight.
According to a Brand24 report, Nigeria was the 4th most mentioned name the first 3 weeks of the tournament. And our #SoarSuperEagle was among the most engaging on the social mediaplatforms. Without much efforts or budget, the Nigeria brand got very high positive mentions.
This is a brand that has been so buffeted with negative mentions (albeit from people with insufficient knowledge about us)
Name mention which is the conversation about a brand; in this case, the brand Nigeria has many positive outcomes.
It improves marketing impact- Earning more mention means you are doing or representing something that makesit a talk of the town. Corporate brands will pay any price to earn more positive mentions, because it means they are relevant out there and they are on the mind of the people.
It creates customer centric product-there isn’t doubt that this fashion statement is adding immeasurable value to Nigeria fashion and style industry, from home and abroad.
Increase Sales- Needless to say that all these is sure turning more attention to the Nigeria fashion industry, where there are limitless potential and opportunities.
•It increases the desire to know more-While the name was a sensation at the Nike jersey sold out, the Super Eagle’s arrival in Russia with swag nailed our winning. This has increase enquiries and searches about the brandNigeria, our fashion, people and other stuffs.
We succeeded in getting one of the most pre-tournament impressions on people globally. Little wonder top celebrities like Pdiddy, IbrahimovicZlatan and others had to join the conversation.
Maybe this wouldn’t have been much of a news if it is Italian, Australia or Brazil’s kit that was so rated, but for us, it’s a big deal.
The brand Nigeria is no doubt earning from this from inside out.
The world cup without any doubt is the most popular sporting event on earth and also the most popular news item globally every time it’s holding. “Among all important subject” said Pope John Paul ‘football is by far the most important’ There are not many better platform to get more name mentions than the FIFA World Cup event and what we got, not even huge banners at every of the stadium would made us part of the many positive conversation on major global news platforms, both traditional and on the social media platforms.
As reported by the CNN, if the world cup is about fashion, Nigeria already won it before it begins.
Time and chance has happened to our advantage, but there is the need to use same to create important buzz and the global sensation to jumpstart something and showcase many more positive attributes of the Nigeria brand.
If you ask me, I think among others, one major positive attribute of the Nigeria brand is the tenacity and resilience of the Nigeria man, what some have called the ‘Nigerian spirit’ that has made many to achieve success against all odds, and that is the idea behind #IAMBRANDNIGERIA
As for me, the next time I’m traveling, I would always make a fashion statement by adorning my fine Super Eagle Jersey and ‘waka pass’ like I don’t care because #IAMBRANDNIGERIA with pride.
