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Football Bigger Than Afrobeats, Nollywood as Entertainment Industry, Says Enyadike
International sports consultant and communications expert Emeka Enyadike has described football as Nigeria’s largest entertainment industry, arguing that its global influence, commercial value and economic potential surpass those of both Afrobeats and Nollywood.
Enyadike, the Chief Executive Officer of EEXsports, made the remarks during a FIFA World Cup viewing event at Atlantic Blue Hotel & Resort in Abuja. According to him, football’s ability to attract some of the world’s biggest music stars to its grandest stage highlights the sport’s unmatched global appeal.
“People celebrate Afrobeats and Nollywood, but football is even bigger,” he said. “The FIFA World Cup features global stars like Burna Boy, Shakira and Justin Bieber, yet they are only part of the spectacle. Fans tune in primarily because of football. That shows the scale of the industry’s global reach and commercial potential.”
He urged Nigerians to begin seeing sports as a strategic economic sector capable of generating employment, attracting investment and contributing significantly to national development.
Drawing attention to the country’s passion for the game, Enyadike noted that Nigerians have continued to follow the World Cup with enthusiasm despite the Super Eagles’ absence from the tournament.
“Take Nigeria, for example. Despite not qualifying for this World Cup, the level of interest across the country has been remarkable. Thousands of Nigerians are still turning out to watch matches involving teams like Spain and Argentina. That alone demonstrates the immense power and global appeal of football. Even without our national team participating, the passion remains, which shows just how massive the football industry truly is,” he said.
Enyadike explained that EEXsports was established to bridge the knowledge gap in the sports industry by mentoring young Nigerians interested in sports journalism, sports broadcasting and sports business.
“Our goal is to build a sustainable sports ecosystem by connecting experienced professionals with the next generation. We are making world-class knowledge accessible locally, eliminating the need for many young people to travel abroad to acquire the same expertise,” he said.
He added that the organisation would continue to engage stakeholders across various sectors to promote investment and unlock the vast economic opportunities within Nigeria’s sports industry.
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