Sports

AITEO Sponsorship: Rumbles In Nigerian Media

Published

8 years ago

September 29, 2017

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.

City Crime

‘NFF Conducted Federation Cup Draw Fairly’

Published

5 days ago

April 21, 2025

The Tide

The Nigeria Football Federation has defended the recent quarter-finals draw for the 2025 President Federation Cup, saying it was conducted in line with best global practices.
A member of the NFF Executive Committee Board, George Aluo, stated that criticism over venues for the quarterfinals was unfortunate.
Going by the fixtures released on Saturday by the football body, Abakaliki FC will take on Nasarawa United in Benin, Wikki Tourists will clash with Ikorodu City in Bwari, Abuja, Akwa United and Kwara United will fight it out in Enugu, just as Area 3, Abuja, will host the encounter between Rangers International and Plateau United. All matches are scheduled for May 3rd for the emergence of semifinalists in a leg affair.
However, there have been criticisms over the Ikorodu United vs Wikki Tourist tie billed for Abuja, with a section of the press saying the venue is skewed in favour of the Bauchi team.
Aluo, also the Chairman of the Nigeria National League (NNL), said: “Some of our media men need better education, and newsmen should not be like the fans out there on the streets. In the English FA Cup, it is always a one-legged pairing that can see a club like Arsenal host Manchester United at home”.

Sports

Act Sports Signs New Teqball Specialist Contract In Nigeria

Published

5 days ago

April 21, 2025

The Tide

A new contract that will see Act Sports Di Oyibo Limited managing the career of Nigerian teqball specialist, Victor Oyemade, has been signed in Lagos.
The deal gives exclusive rights to Act Sports to manage, and exercise power of attorney over issues relating to the player’s welfare as it concerns his transactions, engagement for professional, promotional, sponsorships, endorsements, and exhibition purposes.
In signing the document, both parties also agreed that proper safeguards would be put in place to protect and promote the player’s interest at all times.
Director of Act Sports, Di Oyibo Limited, Pastor Samuel Robinson Oyibo, excited about the deal, said it would benefit both parties in the area of spreading the message of the sport, as well as laying a firm foundation for his new client’s future.
“Teqball is one of the world’s fastest-growing ball sports, and Victor Oyemade is the face of the sport here in Nigeria and Africa. That is why we are excited about this partnership that gives Act Sports official authorisation to manage his career, just as it will lay the foundation for its rapid growth in our country,” Pastor Oyibo said.
Oyemade was no less excited about the deal, saying it would help his growth in the sport.

Sports

Nigeria Name Handball Squads For Zonal Champs

Published

5 days ago

April 21, 2025

The Tide

Coaches of Nigeria’s U-18 and U-20 women’s handball teams have released their final lists of 14 players ahead of the IHF Women’s Trophy Zonal Phase, which will be held in Abidjan, Ivory Coast, that commenced yesterday to end 24th of this month.
The two teams have been training at the Rowe Park Sports Centre, Yaba, Lagos, for close to two weeks and departed for the competition on Thursday.
Coach John Uzor of the national U-18 team has included Omole Joy of Defender Babes and her sister Omole Shola alongside Ojie Princess of Funad Academy alongside right back Faisat Balogun in the mix while Success Duru, Chetachi Ngaodurubie of COAS Babes and Sharon Okonkwo make the cut, amongst other players.
In the U-20 team, Coach Shittu Agboola has largely stuck with the players he has been grooming since their U-18 days. The team is led by Captain Chidera Ogbusimba alongside, her Rima Queens teammates the Samuel Sisters, Amina Mohammed and Joy Peters.
Israel-based Rahima Bello, Kehinde Babatunde of ASPAC HBC of Benin Republic and Esther Mathew, who is also based in Benin Republic, keep their places.
Coach Shittu believes his team will make Nigeria proud just as they did previously at the U-18 level.
“I am really upset that Taiwo Babatunde will not be part of the team for this competition as her school, Yaba College of Technology, insisted that they will not release her for national service because of examinations.
“We did everything humanly possible to secure her release and they didn’t care that it is a national service for the interest of Nigeria and the growth of sports. We have other players who are also students and they got a release from their schools but for no tangible reason, Yabatech refused to release Taiwo despite the fact that we did everything possible to secure her release. It’s sad and I hope the Federal Ministry of Education and the National Sports Commission will work in tandem so that schools will support our goal in making Nigeria proud in sporting events”.