Mr. Kolawole O. Oyeyemi, General Manager consumer marketing, MTN Nigeria Communication Limited disclosed that MTN had spent over N8 billion in marketing communication programs preparatory for the FIFA world cup tournament coming up in South Africa.
Speaking at the May breakfast forum of the Nigeria-South African Chamber of Commerce (NSACC) recently, Oyeyemi added that more than N1 billion was spent in running TV programs with content on football; making MTN the only company in Nigeria that has consistently focused on football in the last two years. This he said had compelled industries to upgrade their systems, technology and their devices in content production.
According to him, from all the activities and investments, MTN had touched the live of an average Nigerian through direct and indirect employment. Several thousands of young Nigerians had been hired to take part in other experiential and profitable programs that affect individuals and the society positively. These are in terms of deepening the landscape of advertising for football in Nigeria in the last three years.
‘‘For us to bring the FIFA tournament live to Nigerians in their homes, we brokered the biggest deals ever seen in Nigerian media industry. 8 million US dollars is the biggest deal that had ever happened in the media industry par any brand or par any organization in Nigeria. This is mainly about adding value to the economy, moving the society forward from where we met it before the world cup and ensuring that there are possible legacies that we can fall back on, after the world cup. So the FIFA world cup is not just about a football tournament taking place in South Africa, but about what impact it has on the soil of Nigeria ,’’Oyeyemi maintained.
Also speaking, Nicholas Coleman, Commercial Counsellor of the South African High Commission said that, aside from football tournament, entrepreneurs could explore areas of business in South Africa. According to him, South Africa has a stable multiparty democracy, a Legal system based on Roman Dutch, English and case law that provides for contractual certainty for investors and traders. The country he said is ranked in the world fact book as the 26th largest country in terms of Gross Domestic Product (GDP) globally, with sound economic fundamentals.
He noted that prior to global recession; the country’s economy was growing at 5-6 per cent par annum, scores highly in several World Bank indices including: ease of doing business, investor protection (Contractual protection), good fiscal governance, and low to medium cost of doing business. These fundamentals are better today as the recession goes through a rebound. In the area of company or business registration, Coleman said there is no restriction on foreign ownership but other conditions for foreigners apply (mainly financial).
‘‘But certain sectors are more difficult to enter. Difficult Sectors to gain market share covers high end retail banking, Food retailing, Utilities including power generation, Print media, Beverages (particularly beer).
‘’Some sectors have lower barriers to entry or are less competitive. They include: Agro-processing, Information Technology, Clothing and textiles, Tourism, Film production, Housing, Chemicals and allied,’’ Coleman stated.
On behalf of the Chamber, Mr. Foluso Philips commended the speakers for their insightful presentations, and urged members to avail themselves of the opportunity that the FIFA tournament presents to take a business trip to South Africa.
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