What is it about?

This study sheds some light on the branding opportunities available to a footballing nation that exports renowned player to Europe. Ironically, the domestic leagues from which these players emerge in their home country remains largely unknown. The article thus seeks to highlight how this paradox may be addressed, drawing upon insights from the Nigerian Football League.

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Why is it important?

Nigerian Football has come of age at the national level, but the same cannot be said about the domestic league in that country. This needs to change.

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This page is a summary of: Re-branding the Nigerian Professional Football League: open play or dead ball?, Marketing Intelligence & Planning, April 2016, Emerald, DOI: 10.1108/mip-09-2014-0178.
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