All over the world and increasingly in Africa, brands are iconic. The strength of brands means that they do not only stand for something, but can also lend their value to another, usually an enterprise. Perhaps the most visible example in African business circles are the MTNs, Standard Banks or the Dangote brand. In Europe and the rest of the world, the Virgin brand is a prominent example. While in business, these brands need to stand the test of time, in footballing terms, a brand is usually equitable to success on the pitch. Quite simply, the more successful a footballer is, the stronger his brand might be. While this is a worldwide concept, a question begs to be asked: have African footballers tapped into this commercial window?
The answer is surely not in the affirmative. In terms of African footballers with the strongest ‘brands’, names like Didier Drogba and Yaya Toure stand out. Samuel Eto’o also comes close, but one can argue that his move to Anzhi, where he pockets £300,000 ($456, 000) weekly, has taken him off the spotlight; regardless he remains a big name in his native Cameroon. Any of these footballers could significantly increase their earnings if their brands were properly leveraged despite their numerous endorsement portfolios. Herein lies the question, how can a footballer leverage on his brand away from endorsement deals?
The difference between product endorsement and product branding was best illustrated by no other than David Beckham in 2007 when he launched his fragrance
The Beckham example
David Beckham is easily the world’s most recognisable athlete bar none. His brand has been stretched to inestimable levels but he always seem to have more to give. Despite his litany of endorsement deals ranging from a 10-year association with Pepsi to a lifelong association with Adidas, Beckham has also dipped his toes into the product market not by endorsing a product but by actually ‘making’ a fragrance and attempting to ‘sell’ it, like Dangote sells salt. The result? A cool $14 million. He could have endorsed a Calvin Klein fragrance, instead he launched a product that possibly competed with Calvin Klein fragrances. Only great brands can do that. Will we ever see that Africa?
Again, the answer is not an affirmative yes. We may see it but the chances of its success are significantly lower. As a continent, Africans generally have less disposable income that citizens in the Western world and that broadly means we will spend less hence, the possibility of a Samuel Eto’o or Mikel Obi earning millions of dollars from launching a perfume are low. Nonetheless, if a situation emerges where Africa’s biggest stars begin to test their brands in competitive markets, the possibilities may be endless.
It is noble to build hospitals and charities but our stars can take it a step further by getting into proper business enterprises leveraging their biggest assets: their names and millions. What if Didier Drogba can set up a kit manufacturing company? Jobs will be created, investments will be made, an economy will be stimulated and if properly managed, profits will be made. The same goes for Africa’s biggest stars. Some would argue that Africa’s somewhat perilous business terrain is a turn-off and they may have point but so do the entrepreneurs and corporations who consistently pour millions of Foreign Direct Investment dollars into the continent. They see the bigger picture, so too should African footballers.
Instinctively, they will probably seek investment opportunities that are football-related but upon a broader outlook, windows of success abound. You know what they say: Africa is the land of opportunities.
African footballers, over to you.
