Sports Business Brand Latest Brand News, Sports, Entertainment, Marketing, Sponsorships
Fan Engagement expert, OJEIKERE AIKHOJE, reveals the origin of trophy parades as the Nigeria Football Federation embarks on an opportunity to boost fan engagement for WAFCON champions, the Super Falcons.
The Federal Capital Territory, Abuja, takes centrestage, on Monday afternoon, as the focus of Women’s Football in Africa when the victorious Super Falcons arrive from Morocco with the Women’s Africa Cup of Nations and embark on a historic trophy parade through the city.
Nigeria’s Super Falcons accomplished a record-extending 10th Women AFCON title triumph on Saturday night, with a come-from-behind 3-2 defeat of hosts Morocco at Rabat’s Stade Olympique.
Saturday’s night victory took football crazy Nigerians into seventh heaven as the team won the title for the first time since 2018 to achieve a record 10th title as the most successful football team in the continent.
Nigeria’s President Bola Ahmed Tinubu had a chat with the team to underscore the importance of their historic feat.
For the first time in Nigeria, the NFF will be creating a room for fan engagement with the Super Falcons to boost real interaction.
This will be the first time most of the players some of the players will have the opportunity to engage with fans on the streets of Nigeria.
With effective use of social media to engage fans digitally, the NFF can achieve more.
Trophy Parades in Nigeria
Nigerian champions, Remo Stars, reinvented the concept of trophy parade in Nigeria following their historic title win in May.
For the first time in Nigeria, a well organised trophy parade was arranged by the Ikenne based side to boost its brand reputation and value.
The Remo Stars initiative was well applauded by stakeholders within and outside the country.
FC Barau, a newly promoted side in the top flight followed the Remo Stars template with a beautiful trophy parade in Kano.
It was an opportunity to showcase the brand and it was achieved in style.
Brand awareness for the young Kano side reached an all-time high with the trophy parade as it offered a chance to engage with fans and recruit new fans.
Super Falcons
Attention now turns to the NFF following Sunday’s announcement that the Super Falcons will move to the Presidential Villa in an open-roof bus along populated districts, with the iconic trophy in view for residents of the city.
“We are making arrangements to have a trophy parade with the players and their coaches in an open-roof bus, and plying through Airport Road, Berger junction, Maitama and Wuse Market areas all the way to the Presidential Villa.
“This will afford a good number of people in those areas to have a rare sight of the Women AFCON trophy,” NFF General Secretary, Dr. Mohammed Sanusi, said on Sunday.
What is a Trophy Parade?
In sporting terms, a Trophy Parade takes place when a group of players win a prize for the county or a team and return home with the ultimate crown.
The Trophy Parade is a traditional football ritual aimed at connecting the team with its immediate community as it celebrates its achievement.
It is a major celebration with a procession of people or vehicles moving through a public place in order to celebrate success.
It involves players and coaches moving round different parts of the community to interact and bond, thus strengthening social connections.
Positive Media Coverage is guaranteed, further amplifying the community’s achievements and attracting further interest and support.
Origin
These parades go back in time, to ancient Rome, where the Roman Empire celebrated the leader who was militarily victorious.
English novelist and poet, George Orwell, drew a comparison between sport and war, and hence the victory parade just sits well after a successful campaign.
Preston were the first-ever league champions and the first winners of “The Double” becoming the only team till date to go a full season unbeaten in the league as well as the FA Cup, without even conceding a solitary goal. Both feats acheived in 1889.
The next year, PNE retained the League Trophy.
Preston North End is credited as the first football club to embark on a Trophy Parade following their FA Cup success in 1938 over Huddersfield Town at Wembley, in front of 93,497 spectators, on April 30, 1938.
On May 2, 1938, the Preston North End team arrived home in an open top bus, parading the FA Cup trophy to the thousands of fans who lined the streets of Preston, in Lancashire, to celebrate.
Indeed, it was the first of such ritual that has become a huge fan engagement strategy in today’s football.
Modern Era
Liverpool Trophy Parade after 2024/25 Premier League success
- Trophy Parades are now planned as huge media eventsthat are streamed live globally.
- It is not unusual to see clubs and national teams use social media to involve fans, with hashtags, drone footage, and live Q&A sessions.
Renowned Journalist and PR Practitioner, Ojeikere Aikhoje, works with matchroom.com.ng and sportbusinessbrand.com
