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Based on the reactions garnered online, here are 5 reasons why Amusan was greeted to an empty stadium on her first race back on home soil.
On the first day of the Nigerian Championships, World Record (WR) holder Tobi Amusan competed in the women's 100m Hurdles semifinals, which she won effortlessly and later on the final.
To the disappointment of Nigerian sports fans and enthusiasts, the Samuel Ogbemudia Stadium (the venue of the championship) was empty, with no spectators present or media promotions worthy of a homecoming befitting of a national heroine.
This has caused several debates online, making many suggest that the Athletics Federation of Nigeria (AFN) have no understanding of the business side of sports, maximising the social media and online presence of Amusan, and they may have lost its plot in organising world-class athletics championships.
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Based on the reactions garnered online, here are 5 reasons why Amusan was greeted to an empty stadium on her first race back on home soil.
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17:31 - 05.07.2023
Doing it easy! Tobi Amusan blazes to a third national title at the Nigeria Trials in Benin
World champion Tobi Amusan won her third consecutive national title at the Nigeria trials in Benin.
1. Rush-hour organisation by AFN
According to a confirmed source (name withheld), the Nigeria Trials organising committee was selected a week before its commencement.
Now a well-organised country or federation, planning would have started at least six months ago when the federation knew that Amusan will be in the country to race in front of her home fans.
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19:04 - 05.07.2023
Itsekiri becomes two-time National champion and 2023 Nigeria's fastest man
Canada-based Usheoritse Itsekiri won the men's 100m title at the Nigeria Trials in Benin, becoming a two-time National champion.
Organising a world-class athletics meet takes time to plan and put up a show. Though the AFN have a pretty good committee, they could not pull off any marketing or get the locals out to watch due to time constraints.
2. Location
The last time Nigeria held a continental athletics competition was the 2018 African Championships in Asaba which exceeded expectations based on media awareness and spectators turnout.
Applying a similar approach would have been better, using Delta State as the location as it's known to b a sports-loving state, and fans would have turned out in their numbers.
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Another viable location is Lagos, using the school vicinity of Yabatech Sports Center. The track is known for its fast surface, and there would have been a guarantee of high spectators turnout from students and athletics-loving fans who wants to watch their national icon for the first time.
3. Non-functioning media or marketing departments in AFN
Does the AFN have functioning media and marketing departments responsible for athletes and competition promotions? Because if they do, the departments should have done a better job using Amusan's popularity and relevance to attract sponsors and media engagements.
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10:22 - 05.07.2023
2023 Nigeria Trials: Top 5 Men's home-based Athletes to watch out for
Based on the best performances and consistency of home-based athletes this season, here are the top 5 to watch out for in Benin.
In an organised country that understands sports marketing and fan engagement, the Nigeria Trials should be aired live on a local TV station and live-streamed on at least one social media platform of the AFN.
4. Zero social media presence by AFN
It's unbelievable that in this media age where online presence is the foundation of any successful business and dissemination of information, the AFN doesn't have social media platforms.
So when a governing body whose only means of communication is through letters/mails and depending on other online platforms, they won't understand the relevance of how to work with a global star to improve their brand visibility.
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For example, there was no online or traditional media exposure concerning the Trials - the biggest yearly athletics meet in the country, and apart from athletics enthusiasts following the sport vividly and creating online content, the meet is as good as bland.
5. Poor online and offline publicity
It still boils down to poor media awareness before and during the trials.
Publicity should have begun at least a month ahead, talking to sponsors about the magnitude of the online presence it'll gather with the presence of Amusan, Ese Brume, and other recognised Nigerian athletes flying into the country.
A pre-championship international meet could have been put together, inviting some elite athletes and using Amusan as the headliner to attract sponsors and awareness.
Unfortunately, these were not considered, and the outcome was what was seen at the stadium.
Nigerians react to the situation
As expected, Nigerians flooded social media pages to pour out their disappointment and frustrations regarding the empty stadiums that greeted Tobi Amusan.
Most of the reactions are quite hilarious, with many blaming the economic situation in the country as one of the factors responsible. Take a look at some of them;
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16:21 - 05.07.2023
Empty stadium greets Tobi Amusan's return at the 2023 Nigeria Trials in Benin
Nigerian sports fans are displeased with the poor turnout of spectators and media visibility Tobi Amusan received in her semifinal race at the 2023 Nigeria Trials.
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