Nigeria’s absence at Qatar 2022, loss of marketing opportunity – Oduh
By Felicia Nwosu
Promise Oduh, Associate Director, MediaReach OMD, Nigeria, has said that the absence of the Super Eagles of Nigeria at FIFA World Cup Qatar 2022 caused a huge loss of marketing opportunities for both brands and marketing communications professionals. He added that the absence has not only left Nigerian football fans in despair, but caused brands to lose the opportunity of leveraging a global platform to gain visibility and boost sales.
According to Oduh, the World Cup is a global event that pulls a large audience together, thereby creating room for spontaneous buying for merriment and celebrations among consumers as they cheer their favourite players.
“I would say the World Cup is one event that tends to democratize viewership and an engagement that democratizes what I would call excitement within the psyche of football. If you are talking about one event that brings Nigerians, families and friends together, it is football. There’s also a world of spontaneous spending that happens during the period; people just go out of their way to buy drinks for their families and friends, things that they wouldn’t have done ordinarily.
He explained that Nigeria‘s absence at the world cup has given room to an immeasurable loss not just to brands, but to the entire marketing communications space.
“Looking at the football frenzy, I will say we have lost a huge marketing opportunity. It means brands do not have the opportunity to gain that level of patronage from the consumers. Of course, it will impact sales to a very large extent. The zeal and excitement that come with football events like this are missing currently. Nigerians are watching, but not at the pace that they would watch.
“In terms of expenditure, there’s nothing to really support them; so this will affect brands. If you look at this from the point of view of not just the brands but even marketing communications, in terms of billings, agencies are also losing money because their brands or their clients are not spending during the world cup,” he said.
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