To better harness the country’s sporting potential, and produces better outcomes irr’sports, we will need a paradigm shift in policy. And, apart from enriching the social and cultural fabrics of communities, developing the nation’s sports industry can boost Nigeria’s foreign exchange earnings by attracting foreign investors and tourists. According to pricewaterhousecoopers, the North American sports industry generated $60.5 billion in 2014, and is expected to reach $73.5 billion by 2019. Sources of the revenue include merchandising, sponsorship, media rights and gate receipts, which is the biggest source of revenue. But the revenue derived from media rights deals is projected to surpass gate revenues. The industry also provides employment in different areas ranging from the athletes to coaches, scouts, umpires, referees, commentators, among others. Meanwhile, In Europe, the data is even more compelling; the sport industry’s contribution to the European economy is enormous. Due to the studies the sport sector accounts of 1.7 per cent or about 175 billion Euros of European Gross value Added (GVA= Gross Domestic Product +subsidies(direct sales)taxes). This means the industry contributes more to the European economy than Agriculture, forestry, and fisheries combined. The other sectors that benefit from sports are included, the share of the continent’s sports GVA jumps to 2.98% or 300 billion Euros.
In terms of jobs, the sports labour market accounts for 2.12 per cent of the total employment in Europe, equivalent to about 4.5 million sports related jobs. The largest number of sport related jobs is in Germany and it is estimated at 1.5 million jobs. Sports and sport related activities are estimated to supply over 400,000 full-time jobs in England, or 2.3% of the country’s jobs market. The European Commission also states that the sport sector has proved to be especially resilient during economy crisis, which make it even more important for the European and attractive job seekers. In analysing the specific sectors and their contribution to the economy especially the sectors; tourism, fitness and media and education stand out. Austria, Germany, Italy and Sweden are the most important countries for active sports holidays and in North-Europe, in particular in Sweden and the Netherlands a large part of the demand for sport activities is satisfied by fitness clubs and other commercial sport suppliers. A fun fact is the role of the media in the UK, where pay television for football matches is a significant economy activity unlike all other European countries.
Canadian sport business researcher, Norm O’Reilly, led other researchers in a study of hockey, Canada’s favorite game. The research, “Ice Hockey in Canada, 2015 Impact Study” finds that hockey generates over $11 billion annually in tourism revenues. The study also finds that ice hockey rinks are part of the landscape in Canada with nearly 2,500 rinks across the country. As a country, Nigeria needs to begin to tap into the enormous opportunity that sport present. And as a sport loving people and country, we have a lot to gain if the industry is properly developed. Nigerians spend a lot of money acquiring foreign club jerseys and souvenirs. A lot is also spent on cable TV subscriptions to watch sporting activities in Europe and America. Meanwhile, parts of these funds accrue to those countries, meaning Nigerians are contributing to growing and promoting those economies. However, a grassroots approach to sport development is key to unleashing the potential of the industry. Just like hockey is the dominant sport in Canada, Nigerians are passionate about football.
Therefore, football pitches should be part of our landscape, developing the infrastructure for the industry to thrive becomes a crucial enabling factor. Like the current made..fn-Nigeria campaign geared+ towards promoting domestic cottage industries and patronage of locally-produced goods, local football clubs should be encouraged and supported to build our proudly Nigerian brands. The government should begin to understand that aside from the economic impact from promoting such a policy, sport can also be a tool for fostering peace and security. A country bedeviled by unemployment and youth restiveness urgently needs a well-oiled sport policy to reduce unemployment as well as curb the agitations. As a matter of fact, it is high time Nigerian government starts seeing opportunities in sports and development through sports. Once such a policy becomes operational, we will begin to see some impact. This will also slow down the ‘muscle drain,’ which has been deemed comparable to brain drain.
However, athletes leave our country mostly due to lack of opportunities and facilities to develop themselves. Examples are, Dele Alii of Tottenham Hotspur, Anthony Joshua who recently defeated Carlos Takam in a heavyweight boxing title fight, wanted to represent Nigeria in the 2008 Olympic Games in Beijing, but was rejected. He went on to win a gold medal for Britain in 2012. Today, he is World Heavyweight Champion. As a country, we need to start recognizing that sport is not just about partaking in competitions. It benefits the individual and society at large.
- Aromolaran is a student of the Adekunle Ajasin University, Akungba, Ondo State
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