Sports
AITEO Sponsorship: Rumbles In Nigerian Media
The biggest cash injection into Nigerian football in recent years has generated a lot of talk in recent days as the media wants more out of the deal
When oil company AITEO Group agreed an $8.2million five years deal with the Nigeria Football Federation in April, it was hailed as the biggest sponsorship intervention in the country’s football in years. The deal that saw the indigenous company become the Official Optimum Partner of the NFF was meant to help offset the salaries of national team coaches.
The otherwise quiet player in Nigeria’s oil sector suddenly became a household name in a football-mad country that has seen its image battered by a shortage of funds in recent years. Many of Nigeria’s coaches had been owed several months of salary arrears and this deal was supposed to bring an end to the incessant stories that found their way into the press tainting the NFF’s image.
The deal was expanded in June when both entities reached an agreement that saw AITEO become naming rights sponsor for the country’s oldest football competition, the Federation Cup in a five-year $850,000 deal. The competition that has struggled to sustain the attention of clubs suddenly became a lot more attractive with an increase in prize money that would hand winners more than $70,000, up from around $5700 a year ago, a 1,128 percent increase.
AITEO has also put up bonuses into encouraging the Nigerian men’s senior national team to qualify for the 2018 World Cup with a crucial match against Zambia in Uyo next month standing between them and Russia 2018. The impact of the oil company’s football sponsorship has been highly evident in such a short time since its first foray into sports. Despite being a B2B that does not sell directly to consumers, its brand name recognition has grown enormously in less than six months.
However, there is a clamour among local media that the company should do more in terms of activating its sponsorship. Despite the mileage it is receiving, there is increased agitation that it is not spending on local advertising. This is one way that the company can give back to the sports media that are regularly pushing content around the AITEO Cup and the Super Eagles.
The sponsorship is still in its early days even though the company looks like it is not prepared for the kind of exposure it is receiving from sponsoring the country’s football. Some newspapers published articles this week quoting an unnamed company official who stated that the Group was not receiving enough leverage for its sponsorship of the Cup and was reconsidering its relationship with the NFF. However, the company moved to swiftly quash the reports less than 24 hours later by indicating that there were no issues with the deal. Insinuations are that it was a planted story overseen by individuals who feel they should be getting more from the deal but are not.
“AITEO’s relationship with NFF is unfettered in any way, and the organisation will continue to ensure that NFF gets the required financial support it needs to perform optimally,” said a statement from the company.
Sports sponsorships are a way for companies to gain brand name recognition and increased sales. But when a company does not sell directly to consumers, brand recognition is the best thing they can get as well as tax incentives.
With a World Cup year coming up really fast and Nigeria’s imminent qualification, one looks forward to seeing AITEO do a lot of media spending in 2018. They have an opportunity to grab the public space and put their name in front of more newspaper readers, TV audiences and radio listeners across Africa as the Super Eagles look set to represent the continent in Russia. That is one way they can give back to the media that has been a key stakeholder in their new found fame.
However, the agitation from media must be channelled properly in order to get the best from the sponsors. There is no need trying to blackmail the company into spending when it is not yet ready. Media must be careful in how they manage these kinds of relationships otherwise they will alienate sponsors and endanger future sponsorships.
Adewuyi is a columnist.
Relegation-threatened Tottenham’s miserable 2026 continued as their winless run extended to 10 league games with Fulham gaining a deserved victory to boost their hopes of qualifying for European football.
Fulham, who scored twice in the opening six minutes in their 2-1 win over Spurs in November, again got an early goal with Harry Wilson netting in the seventh minute.
However, the goal was controversial as new Spurs boss Igor Tudor felt it should have been disallowed as home striker Raul Jimenez pushed Radu Dragusin as they challenged for a Kenny Tete cross, before Oscar Bobb picked out Wilson to volley home from six yards out.
Tottenham had a similar goal ruled out last week in their 4-1 loss to Arsenal for a foul by Randal Kolo Muani on Gunners defender Gabriel but, following a check from the video assistant referee (VAR) Craig Pawson, Fulham’s goal was allowed to stand, much to Tudor’s fury.
Spurs, though, had no excuses for the 34th-minute second goal with Alex Iwobi left with space to shoot home superbly from 18 yards out, with the ball going in off the inside of the post after a neat exchange with Wilson.
Antoine Semenyo scored just before half-time as title-chasing Manchester City escaped Elland Road with victory over an energetic Leeds United.
The hard-earned outcome narrowed Arsenal’s lead to two points at the top of the Premier League.
City travelled to West Yorkshire without their Leeds-born star striker Erling Haaland who was injured in training, and it looked for large periods in the first half that they would rue not having their top goalscorer available.
But Ghana international Semenyo stretched to convert Rayan Ait-Nouri’s fizzed low ball into the penalty area for his sixth City goal since joining from Bournemouth in January.
Leeds will be wondering how they did not score after making a sprightly start and giving City real cause for early concern.
Meanwhile , a clinical Liverpool performance helped them beat battling West Ham in the Premier League and move level on points with fourth-placed Manchester United.
The hosts were 3-0 up at the break thanks to goals from Hugo Ekitike, Virgil van Dijk and Alexis Mac Allister.
West Ham pulled one back early in the second half through Tomas Soucek before Cody Gakpo restored Liverpool’s three-goal lead in the 70th minute.
Nuno Espirito Santo’s side scored again through Taty Castellanos, but an Axel Disasi own goal ensured Liverpool hit five goals in a league game for the first time this season.
Bayern Rebound To Overcome Dortmund In Bundesliga (5)
Harry Kane scored two second-half goals as Bayern Munich came from behind to beat Borussia Dortmund in a thrilling match and move 11 points clear at the top of the Bundesliga.
The England striker took his tally to 45 goals in all competitions this season as Bayern became the first team to inflict a home league defeat on Dortmund.
Kane, who passed 500 A clinical Liverpool performance helped them beat battling West Ham in the Premier League and move level on points with fourth-placed Manchester United.
The hosts were 3-0 up at the break thanks to goals from Hugo Ekitike, Virgil van Dijk and Alexis Mac Allister.
West Ham pulled one back early in the second half through Tomas Soucek before Cody Gakpo restored Liverpool’s three-goal lead in the 70th minute.
Nuno Espirito Santo’s side scored again through Taty Castellanos, but an Axel Disasi own goal ensured Liverpool hit five goals in a league game for the first time this season.
All three of the Reds’ first-half goals came from set-pieces – with Arne Slot’s side now leading the table in 2026 when it comes to goals from set-plays (excluding penalties).
In the fifth minute, Ryan Gravenberch teed up Ekitike, who finished smartly to beat Mads Hermansen at the near post for his 16th goal of the season.
West Ham threatened to equalise, but against the run of play Liverpool doubled their advantage when Van Dijk headed in Dominik Szoboszlai’s corner.
The visitors failed to take advantage of Liverpool’s complacency with Konstantinos Mavropanos, Jarrod Bowen and Soucek all wasting chances.
And just before half-time, Mac Allister’s superb volley took a deflection and ended in the back of the net. That was the cue for sections of the travelling support to head for the exits.
Nico Schlotterbeck’s opener.
Dortmund thought they had snatched a point when Daniel Svensson’s thumping volley sent Signal Iduna Park into pandemonium.
But that was until Joshua Kimmich’s strike three minutes from time kept Bayern in pole position to win a 14th title in 15 seasons.
Schlotterbeck headed Dortmund ahead in the 26th minute when he rose highest in a crowded penalty area to connect with Svensson’s free-kick from the left.
Dortmund had the chance to double their lead later in the half when Fabio Silva squared the ball to Maximilian Beier, who was denied by the onrushing Jonas Urbig.
Despite dominating possession in the first half, Bayern – playing with a front three of Kane, Michael Olise and Luis Diaz – were unable to test Dortmund goalkeeper Gregor Kobel.
But Kane equalised early in the second period with a poacher’s effort from inside the area at the end of a slick move involving Kimmich and Serge Gnabry.
Both teams missed chances before Kane scored a penalty – a record 10th in a Bundesliga season – after Josip Stanisic was floored by Schlotterbeck.
Dortmund levelled when Svensson volleyed past Urbig, but Kimmich all but ended their hopes of winning a first title since 2012.
Paris St-Germain stretched their lead at the top of Ligue 1 to four points by claiming a narrow win at Le Havre.
The defending champions hoped to take advantage after second-placed Lens drew at Strasbourg on Friday, and Bradley Barcola gave them a deserved lead shortly before half-time.
PSG had chances to extend their lead and substitute Desire Doue had a late penalty saved by Le Havre goalkeeper Mory Diaw.
Lee Kang-In had an effort saved by Diaw before his right-wing cross was headed home by Barcola for his ninth goal of the season.
Moments later Lee fired wide when through on goal, before PSG winger Khvicha Kvaratskhelia fired against a post just after half-time.
Keeper Matvey Safonov made a fine save from Issa Soumare to keep PSG in front, while Diaw denied substitutes Nuno Mendes, Ibrahim Mbaye and Doue.
Diaw parried Doue’s spot-kick low to his right after Doue was brought down by Lucas Gourna-Douath with 11 minutes left.
