COULD HAVE BEEN A FOOTBALLER?

It was 1989 and the Falcons, Nigeria’s all-girl football team, were on the lips of every sport loving Nigerian. Girls were going off to the National Stadium for training, and camp hopefuls were many. My best friend was Dorathy Oluchi Mbagwu, an athletic teenager whose ‘sporting-and-churching’ took me on many adventures. Two or three times a week, I was dragged to cross-rosary meetings where everyone spoke in Igbo. Needless to say, my Igbo improved admirably and my Granny concluded that Oluchi was a good influence on me. She approved of the churching, but knew nothing about the sport meetings that left me totally worn out after a long school day.

I would head to the stadium from school on Fridays, convincing Uncle Obi, the driver of our navy blue Navy School bus to let me off right at the stadium gates. My usual stop was further up the highway, but it was an easy distance to walk, and I would have Oluchi for company on the way back. We told ourselves we were perfectly matched: I had the sprint, and she had the muscle mass. Together we had a dream that could not possibly come true, but we dared to dream anyway. We were growing up in the neighbourhood where it was normal for kids to see Peter Rufai, Etim Esin, Victor Ikpeba, Stephen Keshi or Samuel Okwaraji. Our same streets had produced Waidi Akanni and Hakeem Olajuwon. These were sports-friendly Surulere streets were boys like @Ugochukwu Okere and Anniette Udoh would let girls play ball sets with them. These were very progressive streets. Granny and I lived on Abiodun Wright Avenue, bordered by Ikate and Aguda. Our house was just up the road from the little post office where I had dropped off Abiola Lediju’s pre-stamped letters before hurrying home in sweaty PE clothes. Further down the same road, a small neighbourhood market supplied most of our family’s weekend shopping needs. That afternoon, I opened the door to find a note written in Granny’s cursive handwriting.

“F.M., I have gone to the market. I will return shortly. P.”

My heart sank until I was sure I could feel it flop over my toes. I had taken so long at the stadium that Granny went to the market herself, a responsibility that had been mine for more than a year. I felt my excitement melt away. Who was I kidding? Oluchi was going to join up for tryouts, Oluchi was going into camp with the Falcons, and Oluchi’s parents were onboard with it. But my case was different. I was being raised by an old schoolmarm. I did not know how to explain that I needed more time away from my studying – to play football. You have to understand: even in 1989 my Granny was still displeased that our schools no longer taught Latin. Enough said.

Fast forward to 2002, I am a young woman transitioning from advertising into marketing and brand management. I still went to the National Stadium – for fish peppersoup and evening drinks. I still lived with my Granny, but I no longer needed permission. That Wednesday, I was jetting off to Bamako in Mali for the African Nation’s Cup finals with egbons like Reuben Onwubiko, Oare Ojeikere, and Yinka Akande from the Coca-Cola team. Leaving for the airport, I wore blue jeans and a bright green Nike branded Nigerian team jersey with my name printed on the back and the number 7 under my name – courtesy of Oare Ojeikere. I grabbed my traveling bag and stepped across the living room to say goodbye to Granny – now nearly 80 years old.

“So they finally gave you the uniform, abi?” she smiled. “I always wondered when you would tell me.”

That was when I knew, that she always knew. Perhaps I would have enjoyed a career out on the soccer field. But I had found love in marketing, and we both could laugh, knowing how I love what I do. Like the many different angles that a ball can pass into the goal post, there are many ways to come to the playing field.

Today, we can have those conversations more openly. Our cities have come a long way since we played street soccer on the road, and table soccer on the corner. Today, I am privileged to be speaking about the future of an industry that has shaped our socio-political history, changed the economies of families and communities, added chapters to the story of sports in general, and which continues to influence global entertainment, new media, sport science and wearable technology.

Today, the greater honour is in sharing the panel with a stellar cast which includes Dr. Ken Onyeali-Ikpe of Insight Advertising in Nigeria. To borrow the words of @Emeka Enyadike, this “journey to the four winds in pursuit of marketing communications” has brought me home to my first love. And I am well-met indeed.

Please join the conversation at https://vandykesports.com/sportscom-day-1-agenda