New minister Enoh rolls out five-point agenda for Nigerian sports

Nigeria’s new sports minister John Enoh has revealed his plans to revamp the sector by identifying five key areas of growth. Enoh, a former senator and university lecturer, was named as sports minister last week by President Bola Tinubu to replace Sunday Dare.

In a policy statement released today, Enoh listed job creation, tourism and hospitality, infrastructure development, sponsorship and advertising as well as sports betting as the key drivers to the growth of Nigerian sports.

On job creation, the minister wrote:

“The sports industry can generate employment opportunities across various sectors. This includes athletes, coaches, trainers, event organizers, stadium staff, sports marketers, broadcasters, sports journalists, and many others. These job opportunities can help reduce unemployment rates and improve the overall economic situation.”

Enoh also suggested, on tourism and hospitality, that hosting international sporting events like the World Cup and Africa Cup of Nations would grow tourism in the country.

“This influx of visitors brings revenue to the country through spending on accommodation, transportation, food, entertainment, and souvenirs. It also promotes Nigeria as a tourist destination, leading to long-term economic benefits.”

On infrastructure development, the minister noted:

“Developing sports infrastructure, such as stadiums, training facilities, sports complexes, and sports academies, requires significant investment. This investment stimulates economic growth by creating construction jobs and supporting related industries. Additionally, improved infrastructure attracts more sporting events and facilitates grassroots sports development.”

Regarding sponsorship and advertising, Enoh believes successful sports teams or athletes attract sponsorships from various companies seeking brand exposure.

“These sponsorships provide financial support to sports organizations and individual athletes, contributing to their training, equipment, and participation in competitions. Advertising associated with sports events and broadcasts also generates revenue through commercial partnerships and television rights,” – he added.

While sports betting has its drawbacks, Enoh acknowledges its explosive growth in the country over the last few years, adding that it ‘generates substantial revenue and tax income for the government’.

“Licensed betting companies contribute to the economy by creating jobs, paying taxes, and funding sports development programmes.”


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