Football Outstrips Afrobeats, Nollywood Combined In Global Reach, Says Sports Consultant

International sports consultant and communications expert Emeka Enyadike has described football as Nigeria’s most powerful entertainment industry, arguing that its global reach, economic value and commercial influence surpass those of Afrobeats and Nollywood combined.

Enyadike, the Chief Executive Officer of EEXsports, made the remarks during a FIFA World Cup viewing event at Atlantic Blue Hotel and Resort in Abuja, where he highlighted football’s unique ability to unite millions of people across cultures while generating enormous economic opportunities.

According to him, the prominence of global music stars at major football events further demonstrates the sport’s unmatched appeal rather than diminishing its significance.

“People celebrate Afrobeats and Nollywood, but football is even bigger,” Enyadike said.

“The FIFA World Cup features global stars such as 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.”

Enyadike, who has worked in the oil sector and with FIFA in information management and communications, urged Nigerians to begin viewing sport as a critical economic sector capable of creating employment, attracting investment and contributing significantly to national development.

He noted that Nigeria’s absence from the current FIFA World Cup had done little to diminish public enthusiasm for the tournament.

“Despite not qualifying for this World Cup, the level of interest across the country has been remarkable. Thousands of Nigerians are still gathering to watch matches involving teams such as 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.

Speaking on the vision behind EEXsports, Enyadike explained that the organisation was established to bridge the knowledge gap in Nigeria’s sports industry by mentoring aspiring professionals 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 added.

He stressed that EEXsports would continue to bring together key stakeholders from across the public and private sectors to stimulate investment, encourage innovation and unlock the vast economic potential of Nigeria’s sports industry.