By Tunji Faleye

The arrival of football season isn’t just a big deal for fans; it’s a golden opportunity for brands to connect with enthusiastic audiences, craft unforgettable experiences, and boost their relevance in the market. With millions of fans glued to their screens, buzzing on social media, and gathering at viewing spots across Nigeria and beyond, football offers a unique platform like no other.

Football as a cultural connector

Football transcends being just a game; it’s a cultural phenomenon. It brings together people from diverse backgrounds and communities through a shared passion. For brands, this is an incredible opportunity to tap into consumer emotions. By aligning with football, brands can connect with excitement, loyalty, and unity—qualities that customers often associate with the brands they engage with during the season.



Massive visibility and engagement

From local leagues to the English Premier League and UEFA competitions, football captures global attention. Each match turns into a treasure trove of content across television, radio, social media, and streaming platforms. Brands that link themselves to the season—through sponsorships, matchday activations, influencer partnerships, or fan engagement campaigns—can enjoy tremendous visibility and real-time interactions with consumers.

Storytelling through shared passion

Every football season is filled with drama—last-minute goals, surprising victories, heartbreaks, and celebrations. These narratives provide ready-made stories that brands can use for their campaigns. Instead of sticking to traditional, product-focused advertising, companies can harness football stories to humanize their brand, ignite conversations, and forge deeper connections with their audience.

Opportunity for local relevance

In Nigeria, viewing centers, sports bars, and social gatherings are essential to the football-watching experience. Brands that cleverly engage with these touchpoints—whether through promotional offers, branded merchandise, or creative campaigns—can resonate more deeply with local fans and enhance their presence in the community.

Driving sales and customer loyalty

The football season isn’t just about the game; it’s a goldmine for businesses. From drinks to data plans, and from team gear to quick bites, fans tend to open their wallets wider as they dive into the excitement. Brands that know how to play their cards right—offering special discounts for the season, teaming up with the right partners, or creating fun reward systems—can turn that enthusiasm into real sales and build lasting loyalty among customers.

The time is now

With the new season already in full swing, the race for attention is on. Brands that hold back might miss out on a fantastic chance to engage. Those that take bold steps—by being present where fans gather, using their lingo, and celebrating their love for the game—can boost their visibility and create a strong emotional connection with their audience.

In a landscape where consumer attention is scattered, football stands out as one of the few events that consistently brings people together. For brands, the takeaway is clear: the football season isn’t just for fans; it’s a prime opportunity for business growth waiting to be tapped into.

As a brand, how do you leverage on the new football season?