How small businesses can harness the power of global sports in 2024

By Ivy Maingi

 As we transition from summer into the latter half of the year, the global sports calendar continues to brim with events that capture the hearts and minds of millions worldwide.

Among these, the UEFA Champions League, the Paralympics, and the FIFA U-20 Women’s World Cup stand out as key events that not only entertain but also present unique opportunities for businesses.

For small businesses in Sub-Saharan Africa, particularly in Nigeria, Kenya, and Uganda, these events offer fertile ground for connecting with consumers and driving revenue growth.

Marketing to consumers during major sporting events can be challenging. With official sponsors dominating the advertising space and large businesses capitalizing on these events, small businesses might feel overshadowed.

However, by leveraging their local focus and Glovo’s tools, they can effectively compete and thrive without needing massive marketing budgets.

Strategic Timing and Promotion

 One of the most critical elements for small businesses to capitalize on is timing. During the 2022 FIFA World Cup, significant spikes in food orders were observed across several African markets, particularly in the hours leading up to key matches.

This trend can be expected to continue with upcoming events like the UEFA Champions League.

Nigeria: During the World Cup, many businesses noted a surge in demand for fast food, particularly pizza and shawarma, as fans prepared for the matches. Pizza orders increased by 25% and shawarma orders by 30% around match time.

With the UEFA Champions League drawing an estimated 5 to 7 million viewers during key matches, similar spikes can be expected, especially during the semi-finals and final. Businesses should capitalize on this by offering time-sensitive deals, ensuring they are the go-to option when the hunger kicks in before the game.

• Kenya: In Kenya, World Cup match times saw burger orders surge by 41%. With the Champions League expected to attract 2 to 3 million viewers, businesses should align their promotions with these peak viewing times to maximize sales.
• Uganda: Uganda also experienced a noticeable increase in food delivery orders, with orders spiking by 62% an hour after matches began. The UEFA Champions League and FIFA U-20 Women’s World Cup, expected to attract around 1.5 to 2 million viewers in Uganda, offer similar opportunities. Strategic promotions before and during matches can drive significant sales growth.

• Cultural Nuance and Local Insights

 Understanding and leveraging cultural nuances is crucial for engaging consumers effectively.

During the World Cup, Nigerian consumers showed a strong preference for local dishes, with shawarma orders increasing by 4% on match days, and 30% around match times. This cultural affinity offers small businesses an opportunity to tailor their offerings to meet local tastes.

In Kenya, traditional meals like nyama choma saw an increase in popularity during major sports events. Businesses can enhance their reach by offering deals on these items, aligning their promotions with the cultural preferences of their audience.

Similarly, in Uganda, where local favorites also saw a boost in orders, businesses can create targeted promotions that resonate with the local community’s tastes.

Maximize Reach with Glovo

 Small businesses partnering with Glovo can tap into the excitement of game days by promoting their offerings during peak hours.

By positioning themselves as the top choice for game day snacks, they can capture the attention of eager fans ready to indulge while watching their favorite teams.

Glovo’s extensive delivery network ensures that orders reach customers quickly, satisfying their cravings in real-time.

Moreover, Glovo’s Partner Ads feature enables businesses to create and manage promotions effectively. For instance, during the World Cup, 31% of match-day orders in Kenya included promotions, reflecting a 5% increase compared to previous months.

By offering group deals like 2-for-1 offers or discounts on larger portions, businesses can cater to the social aspect of game-watching, driving sales while enhancing the viewing experience for customers.

Looking Ahead

 The upcoming global sports events in 2024 present a unique opportunity for small businesses in Sub-Saharan Africa, particularly in Nigeria, Kenya, and Uganda, to grow their revenue and build stronger connections within their communities.

By strategically timing their promotions, leveraging cultural insights, and using Glovo’s extensive reach and marketing tools, these businesses can compete effectively in a crowded market and create memorable experiences for their customers.

This is more than just an opportunity to boost sales; it’s a chance to solidify your presence in the local community and establish your business as a key player during this exciting season of sports.

With Glovo as your partner, you can turn these events into significant revenue drivers and make this season a winning one for your business.

The author is the General Manager, Glovo Uganda.