By Emmanuel Ogheneochuko Igbigbisie, Ph.D.
In the eyes of many, sports is merely entertainment, a spectacle of strength, skill, and competition. But for the athlete, it is more than a performance; it is a lifestyle, a sacrifice, and often, a primary means of livelihood. In a country like Nigeria, where talent abounds in every corner; from the dusty fields of Jalingo to the coastal towns of Delta, sports could be a goldmine. Yet, the dream of making a sustainable living through sports remains elusive for many, not because of a lack of talent, but due to systemic neglect and lack of infrastructure.
*The Rise of Sports Entrepreneurship*
Sports entrepreneurship refers to the ability of athletes to create income-generating ventures through their sports talent and networks. Hammerschmidt J, Calabuig F, Kraus S, Uhrich S (2023) defined sport entrepreneurship as “the identification and exploitation of opportunities to create new value through the medium of sport”
This includes playing professionally, launching personal brands, organizing tournaments, coaching, managing sports academies, or even venturing into sportswear and merchandise.
For many Nigerian athletes, particularly those in less-commercialized sports like dart, abula, handball, volleyball, wrestling, and athletics, entrepreneurship is not an option, it is a necessity. After years of representing their state or country, with little financial gain or long-term support, these athletes often transition into coaching or launch grassroots training programs just to survive.
Take for instance, a handball player who has won medals at national championships. After their peak playing years, they may have no pension, no structured transition plan, and no financial stability. To keep their passion alive and earn a living, they may start a community sports academy, scout young talent, and offer paid training sessions. This is sports entrepreneurship born out of passion, but sustained by the need for survival.
*Sports as Livelihood: A Double-Edged Sword*
For the few who make it into professional leagues abroad or get sponsored by private organizations, sports can be a lucrative career. However, the majority are left to hustle on their own. Many athletes juggle sports with jobs like teaching, security work, or commercial driving to make ends meet. Some turn to entrepreneurship by leveraging their local fame, opening gyms, selling sports gear, or working as event planners for school competitions.
However, their entrepreneurial efforts are often constrained by a lack of funding, inadequate facilities, and absence of institutional support. Many stadiums are in disrepair. There are few organized leagues or regular competitions. Corporate sponsorship is rare, and government grants for sports development are either insufficient or mismanaged.
*Government Apathy: A Systemic Challenge*
Despite Nigeria’s track record in international sports from football to track and field the government’s approach to sports development remains lukewarm. Budgetary allocations for sports are often meager compared to sectors like oil and gas, defense, or politics. Sporting federations are plagued by administrative bottlenecks, internal crises, and lack of continuity in programs.
*Grassroots development* the foundation of every successful sports nation is largely ignored. Most schools do not have functional physical education programmes, and talented young athletes often fall through the cracks due to poverty, lack of exposure, or absence of mentors.
Moreover, athletes who have represented the country often return to hardship, with no support systems to reintegrate them into society or help them monetize their skills. This neglect discourages many young Nigerians from pursuing sports seriously.
*The Way Forward: Empowering Athletes Through Policy and Investment*
If Nigeria is to fully harness the power of sports for national development, a paradigm shift is needed. The government must begin to see sports not as a side hustle or youth engagement tool, but as a legitimate economic sector with the potential to reduce unemployment, promote health, and enhance national unity.
Key recommendations include:
• Establishing a National Sports Entrepreneurship Fund to support retired and active athletes with business training, grants, and seed capital.
• Revamping grassroots sports development by making physical education compulsory and upgrading school and community sports facilities.
• Encouraging public-private partnerships to host regular competitions, leagues, and sports festivals that can generate income and employment.
• Institutionalizing pension schemes and welfare programs for athletes who have served the nation.
• Promoting indigenous sports like Dambe, Ayo, and Kokawa as part of Nigeria’s sports tourism and cultural heritage.
Conclusion
For Nigerian athletes, sports is not just a game it is a journey of resilience, sacrifice, and hope. Sports entrepreneurship offers a viable pathway to transform talent into sustainable income, but this can only thrive with intentional investment and structural support. It is time the government wakes up to the untapped potential of Nigerian sports and treats athletes not just as entertainers, but as economic assets and nation builders.
Dr. Emmanuel Ogheneochuko Igbigbisie is a sports advocate, academic, and former national medalist in handball. He lectures at Dennis Osadebey University and is committed to the development of youth and grassroots sports in Nigeria.
