Argentina, Nigeria clash not just a match, businesses hang on outcome


The continuation of multi-million Naira advert campaigns that are tied to the ongoing 2018 World Cup in Russia and continued boom at drinking bars may hang on the outcome of today’s evening match between Nigeria and Argentina.

Nigeria’s eventual success in the match will mean more businesses for drinking bars, media agencies and media platforms as companies are expected to roll out more adverts congratulating the team and urging them to continue to soar.

Consequently businesses will continue to make sales as Super Eagles progress in the competition but losing the game will also not only mean a sad day for Nigerians but loss of businesses.

A source told BusinessDay that companies are likely to suspend their advert campaigns while drinking bars are also likely to witness low sales if Nigeria loses the match this evening.

Jenkins Alumona, the CEO of Strategic Outcomes firm and football enthusiast who is currently in Russia to support Super Eagles said if Nigeria loses to Argentina, it would mean negative outcome for businesses. It will mean “serious losses to media businesses from advertising revenues to newspaper sales. Campaigns will come to a premature end and there will be revenue loses across many media platforms. The Pay TV business will also be impacted negatively as subscriptions may not be renewed,” Jenkins said.

Similarly, Charles Igbinidu a top PR practitioner and CEO of CFO and Associates said victory by Super Eagles over Argentina will be salutary.

“The immediate beneficiaries will be the hospitality industry, which will have increased patronage and most Nigerians usually celebrate success by buying more drinks and food. By extension, the brewing and beverage industries will also benefit. A loss by the Super Eagles will have negative impact on businesses,” he said.

Adedayo Ojo, the CEO of Caritas, a top PR agency said a win will be exciting and dramatic and will fundamentally result in positive outcomes for related brands.

It is calculated that if the Super Eagles managed by Franco-German coach Gernot Rohr are able to pull a draw with Argentina it would see the country move to the second round provided Iceland does not beat already-qualified Croatia by a wide margin.

World Cup events monitored by BusinessDay  showed that many bars have witnessed a significant boom in businesses since the tournament began and advertisement from corporates have also boosted advert revenue of media houses.

“There is even more guaranteed business on the days that the Super Eagles played. Football loving Nigerians, like most fans in most parts of the world, enjoy watching football with the ‘crowd’. That comes with the associated drinking and eating that goes with it boosting sales of alcoholic and non-alcoholic drinks. Betting houses are also seeing a boom as Nigerians stake bets on who will win the matches. Banks and other businesses are also riding on the interest in the World Cup, which cuts across the country, to promote their goods and services,” another industry source said.

Major players in Nigeria’s FMCG sector, pharmaceutical companies, pay Television stations and ICT firms are already engaging in sponsorships around the World Cup,

Brands like Nigerian Breweries (NB), Emzor, Aiteo Group and many others have joined the passion with encouragement and congratulatory adverts for Nigeria. The brands are encouraging Nigerian team for the World Cup, an event that transcends religion, ethnicity, politics, language and age. According to analysts, this trend is expected to continue as Nigeria perhaps progresses in the tournament.

Nigeria and Senegal are the only African countries remaining in the competition as Morocco, Egypt and Tunisia have been eliminated.

Every four years, the Fifa-organized World Cup comes with great interest as top brands always position themselves to tap into the local and global large audience.


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