All hopes were lost yesterday as the match between Congo left us losing out of the 2026 World Cup. For many Nigerians, it felt like more than just a football defeat. It was also a huge missed opportunity for the economy and for many small businesses that depend on big football moments to generate revenue.
Money flows from brands, TV stations, betting companies, hotels, bars, and even roadside sellers.
By failing to qualify, Nigeria did not just lose a ticket to North America 2026. We also lost a season of business that could have put money in many pockets across the country.
The World Cup is the biggest advertising stage in the world. When the Super Eagles qualify, banks, telcos, beer brands, fintechs and FMCG companies rush to sign players, create “World Cup promos” and sponsor shows.
Without Nigeria at the tournament, many of those campaigns will now be cancelled or reduced. That means less work for creative agencies, printers, content creators, influencers, producers, photographers and media houses. The ripple effect goes from big boardrooms in Lagos to small design studios in Surulere.
Broadcasters can still show the World Cup, but the truth is simple: Nigerians watch more when the Super Eagles are playing. When we are not there, interest drops.
Fewer fans will rush to buy decoders, renew subscriptions or pay extra to watch all the games. Lower viewership means TV stations cannot charge as much for adverts. Sports shows, highlight programmes and online channels that depend on Super Eagles content will also see fewer views and less income.
Betting Shops and Agents Feel the Hit
World Cup games involving Nigeria typically generate intense traffic to betting shops and apps. Even people who do not bet often will “just try small” when the Super Eagles are playing.
Now, with Nigeria not participating in the World Cup, casual fans may lose interest. They may watch less and stake less. That affects betting companies and also the many small agents in kiosks and containers across the country who earn commission on every ticket.
Bars, Hotels and Viewing Centres Go Quiet
On World Cup match days, especially when Nigeria plays, bars, lounges, hotels and viewing centres are packed. People pay gate fees, buy drinks, order food and book rooms. The atmosphere feels like a festival.
Without Super Eagles games on the schedule, many of these businesses will see far fewer customers. Some may still show big matches like Brazil vs Argentina, but it will not be the same as a Nigeria game night. For small business owners, that is real money lost.
Jersey Sellers and Street Traders Also Lose
Jerseys, face caps, scarves, flags, vuvuzelas and customised T-shirts all sell fast when Nigeria is at the World Cup. Tailors get orders. Street sellers move around with flags and green-white-green items.
This time, traders will either avoid bringing in stock or risk being stuck with unsold goods. That is another quiet but painful financial hit for people who depend on major tournaments to boost their income.