From the Super Falcons to Messi and the Atlas Lions, football has become a global force for national pride and image-making. For Nigeria, the next step is investment, not just applause.

Football shapes perception, builds national pride, unlocks sponsorships, and elevates both individual and national brands. And no one reminded us of that better than the Super Falcons of Nigeria.

At the last Women’s Africa Cup of Nations (WAFCON), the Falcons pulled off a remarkable comeback; recovering from 2–0 down to defeat hosts Morocco, reclaiming their spot as Africa’s most successful women’s football team, with 10 titles in 13 editions.

Their victory was not just on the pitch; it reverberated across continents. Nigerians everywhere celebrated. It was an image refresh for a country often in the headlines for the wrong reasons.

In recognition, the Federal Government hosted a Presidential reception and gifted each player $100,000, national honours, and flats in Abuja.

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But not everyone was impressed. Some questioned the rewards, citing poverty, rising school dropouts, poor infrastructure, and a struggling sports system. These are valid concerns, but they miss the bigger picture.

This win was a rare and special moment for Nigeria. In a country grappling with insecurity, economic pressure, and global perception challenges, the Falcons gave us something to cheer about, and to be proud of.

After seven failed attempts, the White Wolves; Uzbekistan’s national football team recently made history by qualifying for the FIFA World Cup for the first time. In recognition, the government awarded the players with the nation’s highest honours and brand-new cars, personally handed over by the President. Each car engraved with the player’s name. A documentary is even being produced to immortalize their journey.

After winning the 2022 FIFA World Cup, Lionel Messi and the Argentine national team were immortalized in murals across the country. The win not only boosted tourism but also led to a spike in national confidence during a time of economic crisis. Argentina declared a national holiday and hosted a historic victory parade in Buenos Aires with over 4 million fans on the streets.

Morocco’s historic semi-final run at the 2022 FIFA World Cup transformed the nation’s global image. The government used the moment to promote Morocco as a modern, progressive country. The Atlas Lions were welcomed with royal honours and gifted luxury apartments in Rabat.

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That’s how smart nations leverage football for national branding and diplomacy.

But we must go further. Rewarding the Falcons is good PR, but investing in women’s football is better policy. Nigeria lacks a viable women’s league, facilities are poor, and grassroots football is gasping for air.

If we can celebrate them on the big stage, we can also build the systems to nurture the next generation of champions.

Football is PR. But legacy is governance.