The Guardian

AFCON 2023: Drew Uyi calls on brands to partner with and endorse Super Eagles players | Headline News

Renowned FIFA license agent Drew Uy has called on Nigerian brands to sign sponsorship deals with Super Eagles players ahead of the 2023 Africa Cup of Nations (AFCON) to be held in Ivory Coast. .

The 34th AFCON, scheduled to kick off on January 13th, offers a unique opportunity for brands to collaborate with the competition and its key players. Football, which is deeply ingrained in the hearts of millions of Nigerians, shows how brands can develop their brand through the eyes of Eagles players who will be representing their country in one of the continent's most glamorous football events. It provides an opportunity to tell a story.

As AFCON is currently the largest brand in Africa, brands can leverage this platform to comprehensively rebrand. They can be the faces of Nigeria as they aim to win their fourth AFCON title in Ivory Coast, living up to the mantra set forth by the team's coach: “Let's do it again.” Nigeria boasts Africa's most valuable national team, with players worth €450.5 million, including Victor Osimhen, the continent's best footballer.

Brands will enjoy consistent exposure throughout the tournament by using Eagles players as ambassadors, appearing in a variety of media including electronic publications, television commercials, radio jingles, and newspaper ads.

WAMCO Nigeria Plc draws on the success story of Campina, Friesland. 2009 Peak Milk Advertisement Featuring soccer legend Nwankwo Kanu and his young son allows the brand to create a compelling story that resonates with audiences across the country and inspires consumers.

AFCON gives brands the opportunity to reassert their identity and unfettered access to the market in the midst of football madness.

According to Statista, AFCON is the highest revenue generator for the continent's football governing body, the Confederation of African Football (CAF). According to Statista, CAF's tournament revenue in 2022 will be as follows: Reached over $79.7 million.

Revenue streams from brand association and equity, as well as some multinational brands renewing their partnerships with CAF for the 2023 edition, offering varying levels of sponsorship. Brands part with millions of dollars while claiming unlimited commercial avenues riding on the AFCON brand.

Super Eagles players pose for a team photo before the AFCON qualifier against Guinea-Bissau. Nigeria boasts Africa's most valuable national team, with players worth €450.5 million, including Victor Osimhen (back row, second from left), the continent's best footballer. Photo: NFF.

A branding guru, Uyi holds a degree in Events and Sports Management from London Metropolitan University. He prides himself on extensive experience in developing and implementing strategies to improve brand awareness, engagement, and marketing. The expert has worked with several international brands promoting Nigerian athletes over the years, helping both parties benefit from each other's values ​​and commercial inclinations.

“It is important that brands start endorsing players from the Nigerian national team now, before the tournament even begins. AFCON in Ivory Coast will be Africa's largest-attended event this year and will be a melting pot for brands to maximize profits and grow,” said Ouyi.


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