Online Marketing a way to Sports Development

By Anulika Menanya, Lagos


Stakeholders have identified Digital marketing as a way forward to sports development.

This was the consensus at the 2018 Ladies in Sports, LIS Conference held in Lagos.

At the event, Guests and panellists discussed proven business models that would help federations to create more revenue including digital marketing.

The event had expert speakers like the International Business Development Planner for the La Liga Nigeria, Javier Del Rio, Sports facility Manager, Chris Hague, International NBA Broadcaster, Benny Bonsu, Head of operations Continental Basketball league, Antoniette Lecky and head of Digital, Imaginarium creatives, Myvonne Alaise.

This edition of LIS with theme “Building structures that last” also took participants through the business side of sports and building sustainable brands.

Online presence
With the world rapidly becoming a global village, discussants agreed that it was important to join the bandwagon of digital media to harness the various benefits that abounds.

Ms Alaise a specialist in digital marketing, said “Everybody today is online so there is need for every brand, every organisation from every sector to be online and connect with people. People own companies that only exist on line so it is very important that even as sports organisations we grow and build your brand you should have a presence online and network”.

Various Nigerian sports federations and football clubs are beginning to have an online presence and engage their fans and followers but Alaise believes it is not enough.

This, she said would improve when clubs begin proper planning on how to effectively establish themselves through consistency online.

Women’s Football
Del Rio who discussed the growth of female football in his country, Spain, gave an insight of what it took for their women league to record massive success.

The league which only started full operations in 2015 attracts players from various parts of the world and crowds that fill up the stands on Match days, a far cry of what is obtainable in even the men’s league in Nigeria.

Del Rio attribute the success to various aspects including digital visibility.

“Its many things. You have to put together and to create value for the league and the club. You have to work through TV, Communications, Marketing and sponsorships and social media to try to get your content out and create awareness and little by little money comes out,“ he said.

He added that focus should also be given to women’s football as it is obtainable in other parts of the world, “Obviously African countries are more focused on men’s football, it used to be like that in Spain some years ago but women’s football is getting increasingly popular and I see things improving”.

Players Welfare
The Panellists were made up of Ms Bonsu and Ms Lecky who discussed players welfare as a way of developing sports.

They agreed that players should begin to add value to themselves as the biggest crime of players is understanding the business aspect of sports.

They advised players and administrators to take advantage of the social media age and get their contents to the world.

The Ladies in sports Conference was put together by its founder, Tega Onojaife.



Lateefah Ibrahim