3SC duo of Mutiu Adegoke and Thomas Adesina in the clubs OWU jersey
By Ojeikere Aikhoje
The OWU sportswear brand is gradually revving up its presence in the Nigerian market with massive expansion.
OWU has captured the public's imagination in a huge way by providing innovative products.
Founded by Lagos-based lawyer, Tunji Brown, the indigenous brand is moving fast into the Nigeria Premier League and the second tier class, the Nigeria National League (NNL) like fast growing American brands, Under Armour and Warrior, are doing with Tottenham and Liverpool, respectively, in the English Premier League.
For the last 20 years, the soccer world has been dominated by two brands: Adidas and Nike. Both brands hover around $2 billion per year in soccer-related sales, and are firmly entrenched in the minds of soccer fans around the world.
The inception of professional football in 1990 created a market for sportswear brands, but indigenous entrepreneurs failed to maximize the opportunity.
For many years, clubs were contented with inferior foreign brands or imitation from the Far East.
With the absence of genuine kit deals with global players like Nike, Adidas, Rebook et al, clubs devote a chunk of their budget for inferior kits.
OWU is now the new “kid on the block,” entering football partnering with three top flight sides, 3SC, ABS and Lobi Stars, respectively.
Interestingly, the brand won the Best Designed Jersey category at the 2012 League Bloggers Awards (LBA) in October.
The brand has continued to receive endorsement from the industry.
ABS General Manager, Alloy Chukwuemeka and 3SC forward, David Ogaga confirmed its quality.
“ABS is happy to have a brand like OWU. The duo are creative brands, which explains our success at the LBA,” Chukwuemeka said to supersport.com.
“Having played for Kano Pillars and Jigawa Stars, I must commend the brand. The jerseys are good and I'm always comfortable during matches.
“People call me to say they like our jerseys on TV," Ogaga told supersport.com.
supersport.com learnt that each club will receive five sets of home, away and alternate jerseys for the season.
Hummel & Joma
Ibadan-based former Nigerian champions, 3SC enjoyed patronage from Danish brand, Hummel, when the company was sponsored by Danish Milk brand, FAN Milk, based in Ibadan.
Howver, there was no direct contact with hummel.
The turnaround in Aba attracted Spanish brand, Joma, to seal a partnership with two-time African champions, Enyimba.
OWU’s bold entrance
OWU made its entry into the Nigerian market with a partnership with 3SC in April 2010.
The initial three-year deal runs from the 2010/2011 season through the 2012/2013 season.
And so when the new season begins in February 2013, three clubs: 3SC, ABS and Lobi Stars will wear kits produced by the indigenous brand.
Brown expressed satisfaction with the growth of the brand in the country despite the challenges.
“We’re excited that clubs have identified with our brand.
“Our dream is the see players exchange jerseys after league matches in Nigeria,” Brown said to supersport.com.
Brand Exposure/Top-of-mind Awareness
Live matches of the Nigeria Premier League on satellite television courtesy of SuperSport has boosted the brand’s exposure immensely.
It’s all about television coverage, every other thing is icing on the cake.
The exposure will certainly reach an all-time high with matches of the trio on TV. Imagine a scenario when two of the three have a fixture.
The presence of Lobi Stars in the 2013 Caf Confederation Cup brings another dimension. If the club makes it to the group stage, matches will be live on TV.
supersport.com findings reveal that the brand is enjoying top-of-mind awareness locally.
For now though, they have gotten adequate attention, and look poised to continue their growth.
Perhaps, the next step for the company is to endorse a star player to further enlarge its coast.
OWU kit deals for 2012/2013 season.
Nigeria Premier League: 3SC, ABS, Lobi Stars
Nigeria National League: Remo Stars and Bolowotan
No comments:
Post a Comment