Its Bigger, Better, Bolder

It's Bigger, Better, Bolder

British singer Robbie Williams put up an ecstatic performance, that did require the intervention of a Video Assistant Referee (VAR) for his unwelcome finger pointing gesture, but the big picture was that  Russia had officially opened to the football world. His pompous style bonded well in confirming the dynamism that the beautiful game upholds. Inside the, Luzhniki Stadium Moscow, the world came to a standstill because of a football, and rightly so.

In this ever evolving techy savy and youthful world, an encounter with  a football leaning populace is only a click away. The streaming of the event alone, comes with convenience and comfort, whereby,its nolonger a case of skipping work schedules or classes to catch a football game. One can follow the live streams from the various social media platforms, that are authorized to distribute the world cup content.The 2018 World Cup has cost Russia billions of dollars to stage and will make FIFA hundreds of millions in profit.Russia’s official budget of 678 billion rubles ($11.6 billion) spent on projects for the tournament is less than the estimated $15 billion spent by Brazil on the 2014 World Cup.USD 627 Million alone,is geared towards the Local Organising Committee,to smoothen the  tap in of the Russia-FIFA value chain to all visitors .Here is a showpiece that used to attract  a meager participation size of only 13 teams at its inception in 1930 and now 32 teams partake.This has in turn captured a bigger following on the globe and henceforth more money for FIFA and its partners. The following  is much bigger, and that means more need for Television ,and Television money therefrom,that feeds into the FIFA coffers and down to the member bodies like FUFA,for Uganda’s case.
The FIFA-partners, are encouraged by such big numbers and will dare to jump at every  opportunity that the game pupports,to throw in their brand motive. 

When we talk Coca-Cola,Nike,Adidas,MasterCard,Visa,Budweiser,Hublot,et tal,we mean footballing business. Locals identify with these brands through football,and the response to consumption of their goodies,can only get better.More African players ply their trade in Europe nowadays than when Spain hosted the 1982 showpiece. 
And this transcends to the genre performance on and off the pitch as  no more stage shivers when facing the other well oiled European teams. A world cup without Italy,is no surprise afterall. 
This trend is an inspiration to lesser nations like Uganda ,whose players only dare to dream .For, these world cup moments are there to inspire a generation of younger players ,to put in a better shift in their endevours.This world cup moment is about reminding  the governments of many nations,that footballing structures once well knit,can become an economic drive for our communities.

If the purse of the Local Organising Committee is anything to go by ,then the expectation should be of better accommodation services, better training facilities, better player fitness levels and better security to curb any infringements that may hinder the beautiful atmosphere.Not forgetting a better reception for our Ugandan visitors,led by  FUFA President Moses Magogo .

This delegation is  not only expected to carry back home Russian Chocolate for the loved ones,but also a Bigger,Better and Bolder workplan,for our own worldcup fortunes.Russia has been on the wrong side of the world for many reasons. This world cup may just be  a catalyst to purify the spirits.My prayer.

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