The Business Side of Soccer: When the Super Eagles of Nigeria Qualify for the World Cup

Watching Nigeria win their last match for the 2026 World Cup qualifiers in the United States brought back something deeper for me, a mix of nostalgia and possibility.

You see, a few weeks ago, I stumbled on an old pitch deck I had sent to a client for the 2022 World Cup the one where we drew Ghana in the playoffs. Looking at it again hit me differently. It wasn’t just a reminder of a missed ticket to Qatar. It was a reminder of all the missed opportunities that ripple through an entire economy when a nation doesn’t make it to football’s biggest stage. When people say it's just a game, i smile, yes, it is. It's also money on the table, it's also soft power, and its also telling stories. it's more than Victor Osimhen scoring a hat-trick and Frank Onyeka giving Nigeria a slim line of hope to dream again of its possibilities

For most people, a World Cup qualification is about pride and celebration. But for those of us who’ve worked behind the scenes in media, marketing, or culture, we know it’s bigger than that.

It’s about commerce, creativity, and national storytelling.

From broadcasters to jersey vendors, from brand managers to photographers, the entire ecosystem feels the wave when the Super Eagles qualify.

• Advertising rates skyrocket.

• Viewing centres overflow.

• Diaspora engagement triples.

• Small businesses blossom.

I once read the story of a retailer who had ordered 20,000 jerseys ahead of the Ghana playoff, expecting qualification. When we didn’t make it, he took a loss that rippled across his supply chain. That’s when it hit me: qualification isn’t just sport — it’s stimulus.

Everywhere I’ve travelled, when people realize you’re Nigerian, they light up they remember USA ‘94, France ‘98, Amokachi, Kanu, Okocha. Those names became cultural currency.

In today’s world, where music, fashion, and film have turned Nigeria into a global brand, football remains our most powerful soft power engine. in international relations, the dynamics of soft power become clear when you understand that for every American movie you watch, they shape your dressing, speech, and mannerisms; that was a soft power display. Having Nigeria in the football carnival simply gives a new generation stories to talk about to the next generation

A World Cup qualification gives us a stage, not just to play, but to project identity. It’s a global PR campaign that no agency could buy.

If Nigeria qualifies, brands like NZAPI would make millions from merch. MTN, Guinness, and Coca-Cola won’t just run ads; they’ll create experiences. Merch drops, digital storytelling, fan activations, diaspora events, co-branded campaigns — these are billion-naira industries waiting to happen.

In 2018, our Nike jersey sold out worldwide in minutes — a perfect example of how fashion, culture, and patriotism can collide to create a commercial phenomenon. If we qualify this time, with social media’s storytelling power, that moment could multiply tenfold. The beauty of that jersey was that it was stylish and a must-keep. Imagine a Victor Osimhen scoring against bigger teams; you give the brand a new story that lives forever. Victor is less than ten goals from breaking Nigeria's highest goal scorer of all time, Rashidi Yekini, so no doubt his name will goes down in a legacy 

Let’s not forget the journalists, photographers, and creators who’ve told our stories for years. The World Cup gives them something priceless: a global canvas.

Every headline, documentary, and matchday story becomes a chapter in Nigeria’s ongoing narrative, one that the world is still eager to hear.

Why It Still Matters

Football remains one of the few things that still unites us. Every goal reminds us of who we are when we come together: proud, passionate, creative, unstoppable.

So yes, when the Super Eagles qualify, it’s more than football. It’s a reset. It’s a business opportunity. It’s national healing. It’s hope made visible.

Because when Nigeria qualifies, it’s not just 11 men who win. It’s the millions of us, the storytellers, the fans, the creators, the brands, the believers who finally get to play our part again.

Football makes us great storytellers

Charles Umeh