Kelvin Bowoto
Ugo Udezue, the CEO of AFA Sports, is a well-known speaker and thought leader in sports, media, and entrepreneurship. He is regarded as a pioneer in African sports and has been featured on renowned media sites such as Forbes Africa, CNN, and ESPN.
Udezue hopes that his leadership at AFA Sports will enhance African sports and provide a platform for African sportsmen to thrive on a global scale.
AFA Sports has grown from a startup to one of Africa’s leading sports and leisure businesses.
Notably, AFA Sports created history by being the first African company to sponsor Team Nigeria at the 2020 Olympic Games in Japan.
Udezue’s experience handling sports as a business is highlighted in an interview with SWA Sports, where he outlines how this method might help Nigeria’s economy flourish.
Can you provide us with an outline of the present sports business landscape in Nigeria, including important trends and developments?
The sports business industry in Nigeria is still mostly undeveloped. We have not begun to look at sports as a business. Sports initiatives are either altruistic, political, or for personal gain. The Nigerian environment and society are ideal for sports business, but it will require a lot of guts and desire to pursue sports business ventures at this point in time.
What are the primary issues that sports merchandising companies in Nigeria face, and how do you handle them at AFA Sports?
The sports gear industry is incredibly promising and will only expand. Retail distribution systems are still archaic, and payment processors across Africa need to be unified, but the business is still in its early stages, with enormous opportunities.
What prospects do you see for growth and expansion in the Nigerian sports merchandising market?
Local shoe and fabric production offers expansion opportunities. Limiting our exposure to foreign money offers us an advantage in competing with foreign brands, and a rising sports industry gives us an equal opportunity to compete at a high level.
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The AFA Sports brand is known for its quality, inventiveness, and brand affiliations; how did you distinguish your products from competition in Nigeria and across the African continent?
We concentrated on transforming current indigenous costume into sports leisure wear that is immediately relevant, as well as developing concepts that are completely unique to our environment, physiology, and society. Our concepts and designs are extremely unique. We invest a significant amount of effort in research and design.
How do you overcome regulatory obstacles or government policies that may have an impact on Nigeria’s sports merchandising industry?
We must be attentive, especially given the broad swings in policies and the current economic context. We must endeavor to foresee and comprehend the environment, particularly in terms of import and export policies.
What techniques do you use to remain ahead of consumer preferences and market trends?
We use internal and external indicators, as well as consult with top global industry executives, to predict market trends.
Can you talk about any unique marketing or branding efforts you’ve run, and what the results were?
During the pandemic, we developed the “stay fit campaign”. We urged folks to work out at home and provide recordings. They bought boxes of merchandise bearing the Remain Fit logo. It gave us a significant boost in the sector. We also launched the “this is ours” campaign, which was translated into several African languages and hashtags.
Looking ahead, what do you see as the future of sports businesses and entrepreneurs in Nigeria, and how is your organization preparing for it?
We are witnessing rapid expansion in space. We wish to be Africa’s industry leaders. We are extending our supply chain and distribution hubs while also raising awareness across Africa. We are also considering expanding production to additional African locations, as well as significantly growing our web presence and marketing.
SWA SPORTS
Techrectory with Agency Report.
