Connect with us

Sports

AITEO Sponsorship: Rumbles In Nigerian Media

Published

8 years ago

on

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.

Related Topics:
Continue Reading

Sports

We ‘ill No Longer Pay Athletes Training Grants In Foreign Currency- NSC

Published

4 days ago

on

March 16, 2026

By

The National Sports Commission (NSC) says it will no longer pay athletes training grants in foreign currency.

The development came after sprinter, Kayinsola Ajayi, alleged foul play regarding the disbursement of training grants by the Commission.

Head of NSC’s Elite Athletes Development and Podium Board, Yusuf Alli, told Tidesports source on Friday that it was wrong of Ajayi to rubbish the good intention of the NSC, saying: “I have been in athletics for over 40 years now, and this current NSC Board, led by Mallam Shehu Dikko and Bukola Olopade, has done what others could not do. So far, the NSC has spent over N200 million in payment of training grants for athletes ahead the 2026 Commonwealth Games and preparation for Los Angeles 2028 Olympics.”

The NSC sourced the money from the private sector. It has never happened before. “I expected the athletes to encourage the NSC so that it can do more instead of raising unnecessary alarm and making allegations that is capable of discouraging them (NSC) and even the sponsors. It takes good initiative and trust for sports administrators in Nigeria to convince sponsors to donate money for welfare of athletes,” he said.

Speaking further, Alli, whose long jump record of 8.27m set in 1989 (35 years ago) is still unbroken, said: “We have decided that henceforth, all payment of training grants will be in Naira. No more payment of grants in U.S. dollars. We are Nigerians, and everyone knows that the exchange rate is not stable. As at the time Ajayi got his money, the rate of dollars to Naira may have changed

“I expected him to make a call either to myself or anybody in the Elite Board, or even the NSC to find out what happened instead of resorting to such allegation.

“If we make payment in Naira, any athlete who wants to convert his or her money to any foreign currency can tell their people back home to do so. I am sure this will solve the problem. If anybody wants to know how much he is entitled to, he must first of all find out the category that he or she belongs to.”

Alli disclosed that coaches, who train the athletes would soon get their grant. “They train the athletes, and the NSC feel is it not proper to leave them out in payment of grants. We have compiled their names, and very soon, the coaches would get their money,” Alli stated.

Continue Reading

Sports

NPFL orders tribute for late Nwosu

Published

4 days ago

on

March 16, 2026

By

The chairman of the Nigeria Premier Football League, Gbenga Elegbeleye, has directed that a minute’s silence be observed before kick-off at all Matchday 30 fixtures this weekend in honour of former Green Eagles captain Henry Nwosu, following the death of the former midfielder at the age of 62.

In a statement made available to Tidesports source on Saturday, the league body confirmed that the tribute would be held across all matches to recognise the contribution of the former international to Nigerian football.

Elegbeleye described Nwosu’s passing as both a personal loss and a painful moment for the country’s club football community.

Nwosu, who was the youngest member of Nigeria’s squad that won the 1980 African Cup of Nations, died in the early hours of Saturday at the Lagos State University Teaching Hospital in Ikeja after a brief illness.

The former midfielder had reportedly spent several days in hospital receiving intensive care before his death.

Elegbeleye said the late footballer was more than a colleague within the sport, describing him as someone with whom he had maintained a long-standing personal relationship dating back to his time at the National Sports Commission.

He said the former national team star had remained supportive of him in various moments of his career, including when he was nominated for the Pitch Football Awards.

Reflecting on Nwosu’s legacy, the NPFL chairman said the news represented the loss of a major figure in Nigerian football, noting that the former midfielder distinguished himself not only at club level but also later contributed to the development of the domestic game as a coach.

Elegbeleye said the death of the former international was “the death of a true ambassador of the domestic and national team football because he not only made his mark as a player in league clubs, but he also coached some of the league clubs.”

He added that death remained a submission to the will of God and prayed for the repose of Nwosu’s soul while urging strength for his family as they mourn the loss of their loved one.

Earlier confirmation of the former midfielder’s death came from former Nigeria international Segun Odegbami, who revealed that Nwosu died after spending five days in hospital. Odegbami said the former player passed away at about four o’clock in the morning at the Lagos State University Teaching Hospital, where he had been receiving treatment in intensive care.

“It is with deep pain in my heart that I have to be the conveyor of the news of the death of Henry Nwosu MON,” Odegbami said.

“After five days in hospital battling for his life, the one I call ‘Youngest Millionaire’ passed on at four o’clock this morning at the Lagos State University Teaching Hospital, Ikeja, Lagos, where he had been in intensive care since Wednesday. May he rest peacefully with our Creator in heaven”.

At the club level, the former international spent most of his career in Nigeria, starring for New Nigeria Bank FC of Benin City and African Continental Bank FC of Lagos during a period when both sides were among the dominant forces in domestic football. His performances later earned him moves abroad, where he also played for ASEC Mimosas of Ivory Coast and Racing FC Bafoussam of Cameroon.

Continue Reading

Sports

FIBA WCQ: D’Tigress plot Philippines’ fall

Published

4 days ago

on

March 16, 2026

By

Nigeria’s Women Basketball team, D’Tigress, is targeting victory against Philippines this Saturday in their third game at the ongoing FIBA Women’s World Cup qualification tournament holding in Lyon, France.

The Coach Rena Wakama-led D’Tigress, on Thursday, lost their second game 60-77 to South Korea, making it the first time the Nigeria senior women basketball team is losing to their Asian opponent.

After this Saturday’s game against Philippines, D’Tigress will face two European giants, France and Germany.

Both Nigeria and Germany had already qualified for the FIBA Women’s World Cup slated for September in Berlin, Germany. They are only taking part in the qualification competition in Lyon as preparatory test ahead of the World Cup.

In Thursday’s game against South Korea, the Nigerians had a closed game in the first and second quarter losing narrowly by 36-32 points but couldn’t build their usual momentum in the third and final quarter as the game slipped away from them.

Coach Rena Wakama said they learnt quickly from the loss to South Korea, and charged her girls to quickly put the defeat behind them and focus on an improved performance in their game against the Philippines.

“South Korea is a great team. We struggled today (Thursday) shooting the balls and we turned over the ball 22 times, which is not typical of our game.

“Mentality we are fine, and we are not going to over react to the loss. There are lessons in losses so we are going to take the lessons from this game and try to get better and be ready for our next game.

“The Koreans were very physical, denying our passing lanes and double up on our players. They did a great job and credit to them,” Wakama stated.

Victoria Macaulay was Nigeria’s best performer after her MVP display in the first game against Colombia, scoring 22 points and 6 rebounds.

South Korea is hoping to pick one of the two World Cup tickets in the round robin qualification tournament to join Nigeria and Germany for the FIBA Women’s World Cup in September in Berlin, Germany.

The FIBA Women’s World Cup Qualifying Tournament is currently taking part in four counties – France, Turkey, Puerto Rico and China as countries fight to make the World Cup.

Continue Reading

Trending