Media personality Steve Thompson Maghana, popularly known as Oga Obinna, believes Kenyan football needs to offer supporters more than what happens during the 90 minutes of a match if it is to attract bigger crowds.

According to Obinna, players should develop strong personalities, personal brands and identities outside football as a way of creating a deeper connection with supporters.

His sentiments come at a moment when local football is facing grave financial challenges, leaving players struggling to meet their basic needs.

The media personality argues that simply producing good performances on the pitch may not be enough to convince fans to attend local matches, with entertainment and the personalities of players also playing an important role.

“Why should I come and watch a stranger playing football if I have no personal interest in them? In business, people buy feelings and experiences, not just products?” he posed in an interview.

Alternative routes

According to Obinna, footballers can use areas such as fashion, lifestyle and personal expression to make themselves more recognisable and generate interest among supporters.

“Football is an amazing sport, but one has to have something apart from what happens on the football pitch that attracts people to the game,” he said.

“It could be how players dress, their personalities, their lifestyle or how they carry themselves. Someone can be incredibly talented on the field, but what happens after the final whistle?”

The media personality also encouraged players to consider the commercial benefits that can come with developing a public profile.

While acknowledging that individual footballers have different ambitions, he said those interested in building their names should not shy away from showbiz.

“Of course, it depends on what individual players want. Some might be interested in building their personal brands and establishing their worth outside football, while others may not be interested in that,” he added.

“Everyone has their own ambitions, but personally, I believe showbiz should be encouraged among Kenyan footballers.”

Obinna pointed to former Harambee Stars forward Dennis Oliech as an example of a player who was willing to stand out through his fashion choices.

He said Kenyan football has previously had players who attracted attention through their individuality, something he feels is becoming less common among current players.

“There was a time when players like Dennis Oliech would experiment with their fashion, wearing skirts and other unconventional outfits. Nowadays, we see less of that kind of individuality among our players,” he observed.

He also referred to global stars such as Mario Balotelli and Cristiano Ronaldo, saying their distinctive looks have helped them remain recognisable beyond their football performances.

For Obinna, players can create publicity around themselves through their appearance even when they are not the outstanding performers in a particular game.

“Sometimes, the end justifies the means. You might not necessarily be the best player on the pitch, but you could distinguish yourself through your appearance. For instance, you could shave your hair like Mario Balotelli and become a trendsetter. Look at Ronaldo’s hairstyle during the 1998 World Cup. These are things that create conversations and make players memorable beyond their performances,” he said.

He further highlighted the way top international players use their arrival at stadiums to showcase their personalities and fashion sense.

Commercial partnerships

According to him, the moments before a match can provide players with another platform to strengthen their identities and attract attention from potential commercial partners.

“Why do you think international footballers arriving at stadiums, especially when they alight from their team buses, often turn it into a fashion show? Look at how they dress and present themselves,” Obina said.

“They understand exactly what they are doing. They are building their personal brands and positioning themselves for opportunities beyond football.”

Obinna said a well-established personal brand can eventually translate into commercial opportunities, including sponsorships and endorsement deals.

He noted that companies are likely to be attracted to players who can command attention and communicate effectively with their target audiences.

“That is where brand endorsements come in. A brand would be interested in partnering with a player who can give it visibility and connect with audiences,” he said.

He ultimately urged Kenyan footballers to recognise that their earning potential and influence should not be restricted to match-day activities.

“Footballers need to understand that there are opportunities and potential clients outside the pitch. You should not limit your value to what you do during the 90 minutes of a match,” he concluded.

However, after years of staying away from stadiums, local football fans have started streaming to match venues, giving hope that their availability in local football ecosystem will also reflect positively on the players’ welfare.