Big Brand...Backyard Business

By Desmond Ekwueme

Posted  269 Views updated 2 years ago

Automobile giant, Toyota had a catchy advert slogan in the 80s, GOOD THINKING, GOOD PRODUCT.

Going by the packaging of the unveiling ceremony of Super Eagles captain, Ahmed Musa who rejoined NPFL top side, Kano Pillars, many are wondering if the club and indeed Kano State Government failed to realise that Musa is a top quality product that always needs good thinking to package, unveil or to be rebranded.

The business community, captains of industry, stakeholders" of Nigerian football especially those of the NPFL or LMC expected fanfare and razzmatazz to grace this occasion

Such that it will revive interest in the domestic sport or game and possibly or ultimately attract sponsors to the league which has been without a sponsor for four years running.

This writer was toying with the idea of Aliko Dangote being invited by the Kano State Governor to grace the occasion. Remember, Dangote is a big football fan and nurses the ambition of buying over EPL Giants Arsenal some day.

He may not be available but he surely would send a representative who could attach any of Dangote's product to the whole project of unveiling Musa. That would on it's own fetch Kano Pillars huge money. It depends on the deal or package. Musa could be a brand ambassador of Dangote's salt, sugar or cement.

Yes, the unveiling exercise could attract sponsors to change the sad narrative of NPFL not having a sponsor....since Musa is a big brand and sponsor would love to associate with.

Aside being Super Eagles skipper, he holds the record of most goals for Nigeria at the World Cup. Again, he is returning to a familiar terrain (NPFL) which incidentally made him

We must equally take into cognisance the fact that his presence would boost the u-turn already made by Gernot Rohr who had shut the door on NPFL and it's players by inviting striker Anayo Iwuala and goalkeeper John Noble both of Enyimba Int'l FC to the Super Eagles recent AFCON qualification fixtures against Benin Republic and Lesotho.

Musa's unveiling at Kano Pillars would have attracted income to the club if major multinational corporations were consulted to key into the project. But those involved lacked the business tact, skill and idea to drive the process.

What would have been a major groundbreaking deal for Kano Pillars and it's partners turned out to be a sort of backyard business.

The unveiling lacked professional touch and was battered by the imaginations of the planners. It looked like a hurriedly or hastily packaged project as the venue was nothing but appalling.

The fact that there was no media presence that befits the statures of Musa and Kano Pillars simply summarises the thoughts of the organisers and how they view the media in governance.

To note that the State Governor, His Excellency, Abdullahi Umar Ganduje was involved this amateurish show speaks volume of the place of sports in his government.

Indeed, this unveiling ceremony belittles the LMC, NPFL and sporting fraternity in Nigeria. Whoever gave the brief for Musa to be so unveiled despite his mammoth achievements in Nigerian football has done Kano State, Kano Pillars and Nigerian football a whole lot of evil.

Ahmed Musa is a Big Brand...but the Brief leading to his unveiling was terribly Bad.


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