Leveraging Super Eagles’ performance at AFCON to drive brand visibility, ROI

By Seun Johnson
Since January 15th 2024, the Africa Cup of Nations (AFCON) has taken the lead of activities that are rallying brands and agencies to action for the New Year.
Currently taking place in Cote D’Ivoire, the continental championship and its attendant passion across the continent have provided a marketing hotspot for marketers to drive visibility that will enhance Return on Investment for their brands.
With Nigeria scaling through the hurdles of group, knock out stage and now featuring at the Quarter final of the tournament, sport and content marketers are beginning to leverage the unflinching supports football fans are giving the Super Eagles, to draw attention to their brands both online and offline through the continental showpiece.
According to sport marketers and football analysts, any AFCON related content that is pushed on social media or any other related platform at this time have the tendency to generate good traffic. This is due to the fact that more focus has been shifted to the Nations cup and almost everybody including those who were not following the trend before now, want to catch up with every action, analysis and detail around the competition.
However, not every brand that showcases its products through the various channels available may likely hit the target before the end of the continental tourney. This is said to be due to the marketing strategies adopted in driving the message to the consumers.
Speaking on marketing strategies brands can adopt to drive visibility and Return on Investment for their brands, Israel Ojoko, a Sport Marketer and Content Creator identified partnership with Confederation of African Footbal (CAF), Football Association, (FA) and teams that are currently in the tournament to hit their target.
“Brands can push engaging contents that speak for, and resonate with the people and football fans by using social media, online app and other platforms to drive such engaging contents, this will help in driving visibility and ROI.
“in the same vein, brands can use the opportunity of the tournament to do bonaza by cutting down on prices of products. For instance, a product that is originally sold for 500 naira can be reduced by 50% in the spirit of AFCON and in support of a particular team especially the super Eagles of Nigeria. This will help football fans to identify with the brand, and patronize it for supporting their team. This strategy will not only sell product and drive ROI, it will also help customers fight inflation and strengthen their purchasing power for that product.” Ojoko revealed.
Also sharing his view on the subject matter, Ifereke Iyang, a Sports Editor and football pundit hinted that Nigerians are clearly looking for conversations around AFCON at this time and any brand that leverages the opportunity to showcase their products will drive high visibility that will result in ROI.
“The farther the super eagles go in a competition, whether it is AFCON or any other tournament, the more eyeball they attract because they are the biggest football brand in Nigeria. So, if you advertise your product through any platform, you can be sure of high visibility.
“What happens in this case is that Nigerians are clearly looking for conversations around AFCON especially the ones that concern Nigeria, their next opponent and their chances. So there is a high chance that audience will get to see your brand when they tune in their TV or go on internet. Of course, the major advantage of this thing is that, the more you put your brand on people’s faces, the more likely they will remember and choose it. If your brand is new, it will also crash itself into people’s awareness.
“If you do giveaways, discounts, or bonanza in this type of tournament, it would raise your revenues and everything.” Iyang noted.
The Super Eagles of Nigeria have qualified for the Quarter final after taming the Indomitable Lions of Cameroon with two goals to nil at Stade Felix Houphouet-Boigny in Abidjan, on Saturday January 27th, in the round of 16.
The Jose Peseiro’s boys will be trading tackles with Giant Sable Antelope of Angola on Friday February 2nd.
The atmosphere is currently charged with an infectious football fever from Super Eagles fans and soccer loving Nigerians who are cheering the three times AFCON winner to go all out against their opponents, prove their mettle and reclaim the title for the fourth time.


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