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OJEIKERE AIKHOJE
Newly signed, Mohammed Muktar, unveiled at the historic Gidan Makama, built in the 15th century
By creatively integrating geographical history and culture into player unveilings, clubs can create a more meaningful and engaging experience for everyone involved, strengthening the club’s connection to its community and enhancing its brand identity.
In an era where players’ unveiling often mimics Western templates of press conferences and stadium ambience, Kano Pillars FC is writing its own playbook—one deeply rooted in its geography: culture, identity, and place.
Geographical landmarks can serve as unique and culturally relevant unveiling platforms for football players, enhancing the unveiling event’s significance and connection to the local community.
Pillars’ recent unveiling of new players at Kurmi Market, established during the reign of legendary Emir Muhammad Rumfa (1463–1499) in the 15th Century, the Kofar-Mata traditional cloth-dyeing pits in Kano, founded by Mohammed Dabosa in 1498 and Gidan Makama, is not just a media moment—it’s a masterclass in brand innovation through cultural storytelling.
Using its official X account, @pillars, the club announced the unveiling of Ozor Chinedu Benjamin at the Kofar-Mata Dye pits, Mohammed Muktar, at the historic Gidan Makama and Chiedozie Okorie at the famous Kurmi market.
”Dating back over six centuries, the Kofar Mata Dye Pits stand as a living testament to Kano’s rich cultural heritage, artistry, and resilience, making them a truly symbolic place to welcome Ozor Chinedu Benjamin into the Pillars family”, the club posted on X.
Mukhtar was unveiled at the historic Gidan Makama, a 15th-century royal residence turned museum that stands as a proud symbol of Kano’s rich cultural heritage.
The three locations proudly showcase the city’s historical heritage and points to the crafts of fans the club continues to connect with.
Newly appointed Kano Pillars General Manager, Ahmed Musa.
Cultural Storytelling as Competitive Edge
This move is not merely ceremonial—it’s strategic. In branding, emotional connection builds loyalty. For fans, seeing their club affirm its roots by spotlighting familiar, beloved spaces deepens the emotional investment. It tells a story of shared ownership: “This team is not separate from us. It is us.”
By anchoring its unveiling in cultural heritage, Kano Pillars sets itself apart—not only in Nigeria but across African football. While other clubs focus on studio and stadium unveiling, Pillars are turning place into platform, tradition into strategy.
A Model for African Sports Marketing
In a continent overflowing with rich traditions, many sports clubs have yet to tap into their own cultural ecosystems as part of brand development. Kano Pillars is showing what’s possible when local storytelling meets bold vision.
This innovation doesn’t require expensive effects—it requires understanding, respect, and creativity. From the chants in the market to the shades of dyed indigo cloth, every detail connects emotionally to boost fan engagement.
A Marketplace of Memories
For centuries, Kurmi Market has stood as a hub of trade, dialogue, and identity in Northern Nigeria. It’s not just a market—it’s a living museum of Hausa culture, where the past and present intersect through commerce, language, color, and rhythm.
Choosing this space as the backdrop for unveiling new players is a statement: Kano Pillars is not just a football club; it is an extension of Kano’s soul.
Amid the daily hustle of traders, buyers, and cultural artisans, the club introduced its new squad—not in suits and stages, but in spaces where the heart of the city beats loudest. It was a nod to the community that built the club and the people who breathe life into it every matchday.
Cloth-Dyeing as Symbolism: Threads of Identity
The Kofar Mata Dye Pits have had prominence across the world spanning 5 centuries and are still active.
The inclusion of the Kofar-Mata traditional cloth-dyeing pits, an iconic feature of Kano’s historic textile industry, added even deeper meaning. These indigo dye pits are not only a tourist attraction; they are a metaphor for endurance, heritage, and transformation.
By presenting players in this space, Kano Pillars fused the craft of football with the artistry of fabric-making—each player like a fresh textile, dyed in the colors of culture, soaked in the spirit of Kano. This setting reinforces a brand narrative that goes beyond goals and trophies: it’s about wearing identity with pride.
Benefits of using geographical landmarks:
- Enhanced Cultural Connection:
Unveiling players at culturally significant sites can foster a stronger bond between the club and its community.
- Unique and Memorable Unveiling:
These locations offer a more distinctive backdrop than traditional press conferences or stadium unveilings as it signifies recognition of the community’s heritage by club and players.
- Brand Innovation:
By using cultural storytelling, clubs can elevate their brand identity and create a unique selling proposition.
- Increased Fan Engagement:
The novelty and cultural significance of these unveilings can generate more interest and excitement among fans. The big idea is to hit the emotional cord to attract more fans who now see the club as theirs.
- Tourism
This approach also serves as a way to promote the Kano’s rich cultural heritage, showcasing its traditions and landmarks alongside the modern sport of football. This has a corresponding impact on Kano’s tourism potentials.
About Ojeikere Aikhoje
Ojeikere Aikhoje is Global CEO of www.matchroom.com.ng, which manages www.sportbusinessbrand.com.
sportbusinessbrand.com leads with unique news, analysis, data, features, insghts and events which deliver competitive advantage to executives in the business of sport such as agencies, financial institutions, brands and universities.
With specialization in Sports Geography, Brand Strategy, Sponsorship, digital media and fan engagement, Aikhoje fuses brand storytelling with fan engagement, showing how clubs and federations can connect with fans.
Backed by his passion for the Nigerian domestic leagues, he co-founded the League Bloggers Awards, in 2009, to celebrate outstanding players in Nigeria’s topflight Nigeria Premier Football League, Nigeria National League and Nigeria Women’s Football League.
In 2025, he led the team that delivered the first ever Nigeria Professional Football League “Sponsorship and Brand” Report to GTI, Strategic Partners of the NPFL.
Aikhoje, a participant at two editions of the Lagos Business School’s Sports Business Management Programme in conjunction with the Spanish League, www.laliga.com, is the Founder of the MatchRoom Football Business Institute.
He is a member of the Nigeria Institute of Public Relations and Brand Journalists Association of Nigeria.
