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Not so long ago, only what happened on the pitch would make compelling stories. However, emerging trends have emerged to confirm the importance of what happens outside the pitch.
Back by technology, new ways for consumer and fan engagement have since emerged with creative clubs maximizing the opportunities.
As the 2025/26 Nigeria Premier Football League begins, on Friday, August 22, with champions, Remo Stars hosting first runners up, Rivers United, Fan Engagement expert, Ojeikere Aikhoje, looks at the creative efforts of some teams using storytelling to unveil players.
Premier League
Premier League clubs increasingly use brand storytelling, particularly through video and documentaries, to create emotional connections with fans by revealing authentic player personalities and club narratives.
This shift moves beyond traditional jersey unveilings to a more engaging, narrative-driven approach, leveraging social media platforms like X, TikTok and YouTube to expand global reach and strengthen brand loyalty.
Clubs are investing in high-quality productions, such as behind-the-scenes footage and personal stories, to foster a sense of community and make their brands more accessible and relatable to a diverse fanbase.
English Championship side, Wrexham, in particular has been a hugely compelling story to tell. With the Hollywood background of owners, Ryan Reynolds and Rob McElhenney, the club is mining its story via documentaries.
NPFL
Rangers, Remo Stars, Rivers United, Kano Pillars and Katsina United deserve applause for their creativity.
Amongst the lot, Rangers have been innovative with stories unveiling their new stars using a scene with masquerades and kids playing street football.
Rangers’ videos have equally attracted impressive responses on X.
@DanielsAO6 said: “Bruh Nigerian football hitting new strides every season . Things I love to see.”
@Smart77110536 posted: Your content creator should be paid double for this! This is excellent I must say!
Unlike the others, Pillars have used cultural landmarks to unveil their stars.
The overall objective is to boost fan engagement and stimulate consumer behavior in football.
Key Trends in Player Unveilings & Storytelling
- Narrative-Driven Content:
Instead of static photos, clubs produce video series, documentaries, and short-form content that tell a story about the player and their journey to the club.
- Emotional Connections:
The focus is on creating genuine, emotionally engaging content that reveals the human side of the players, fostering a deeper connection with the fanbase.
- Behind-the-Scenes Access:
Documentaries and other content provide fans with a unique “behind-the-scenes” look at the club, the players, and their lives, enhancing brand transparency and connection.
- Platform-Specific Content:
Clubs tailor their storytelling to different platforms, using short-form video on TikTok and Instagram Reels for younger audiences and longer-form content for YouTube and documentaries to reach a wider global audience.
- Personalization:
Leveraging technology, some campaigns are designed to offer personalized experiences and content based on fans’ unique interests, further strengthening their connection to the brand.
Importance
- Expanded Global Fanbase:
This storytelling approach is crucial for expanding the NPFL’s global fanbase by making clubs and players more relatable and engaging to fans worldwide.
Creative clubs stand to benefit from the huge diaspora population.
Future Of Storytelling
Storytelling is here to stay and clubs must react to the emerging trend or lose the opportunity to tell their story.
Fan engagement is better with storytelling to build on the passion of fans.
Besides, clubs must understand that in the current digital landscape, they are not only facing the competition from other Sport events, but from brands such as Netflix, Showmax or Disney.
It’s all about entertainment and the battle for the soul of fans whose behavior is the final!
