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.
The Kenya Football Federation (FKF) has launched an investigation into allegations that goalkeeper Patrick Matasi has been involved in match manipulation.
The 37-year-old, who plays for Kenyan Premier League club Kakamega Homeboyz, has won over 30 international caps.
His most recent appearance for the Harambee Stars came in October last year, in a qualifier for the 2025 Africa Cup of Nations.
An undated video posted online appears to show Matasi agreeing a deal to influence the outcome of a league game.
“I have spoken to him. He was also shocked at what he was seeing in the video and he told me he doesn’t know about match-fixing,” Homeboyz owner Cleophas Shimanyula told Tidesports source .
The FKF said it would work with world governing body Fifa, the Confederation of African Football and other “relevant authorities” during its investigation.
“We reaffirm our zero-tolerance policy on match manipulation and are committed to safeguarding the credibility of our competitions,” a statement added.
“This investigation will adhere to FKF’s anti-match manipulation regulations and Fifa guidelines, ensuring a fair, transparent, and thorough process.
“The rights of the player and his club will be respected, and appropriate action will be taken based on the findings.”
Shimanyula backed Matasi, pointing to the fact the veteran has kept three clean sheets in as many games since joining the club a month ago.
“When we watched this video, we found that Matasi has not wronged the club,” he said.
“In a video there can misinterpretations and false narratives and we cannot trust everything.
“He will keep playing for us because there’s no wrongdoing on his part as far as we are concerned – unless there’s evidence or the FKF writes to us to say they are suspecting the player of some wrongdoing.
“He is innocent until proven guilty and then we will act.”
The FKF has called on anyone with credible information to assist its investigation, with any reports to be handled with strict confidentiality.
Shimanyula also challenged the Kenyan footballing community to provide evidence against Matasi.
“Kakamega Homeboyz is against any form of match manipulation,” he said.
Uefa has opened an investigation into allegations of indecent conduct by four Real Madrid players during their Champions League last-16 win against Atletico Madrid.
Antonio Rudiger, Kylian Mbappe, Vinicius Jr and Dani Ceballos allegedly made gestures towards the home fans after Real Madrid beat their city rivals on penalties to book their place in the quarter-finals.
TV pictures showed German defender Rudiger appearing to make a throat-slitting motion, apparently towards the crowd after the shootout victory, while Mbappe was shown seemingly making a crotch-grabbing gesture.
Spanish media said Atletico reported the actions to Uefa last week.
The players could be at risk of suspension but there is no guarantee the case will be heard before their quarter-final with Arsenal. The first leg for that tie is at Emirates Stadium on 8 April and the return leg a week later.
In a statement, Uefa said: “[An] ethics and disciplinary inspector has been appointed to investigate allegations of indecent conduct” made by the four Real Madrid players.
“Further information regarding this matter will be made available in due course.”
The Premier League has announced it will have two transfer windows this summer to allow Manchester City and Chelsea to sign players before the Club World Cup.
The window will open between Sunday, 1 June and Tuesday, 10 June, then close for five days before running again from Monday, 16 June until Monday, 1 September.
This summer features the first expanded Fifa Club World Cup, which involves 32 teams and adopts the format of the regular World Cup of the past few years.
Chelsea and Manchester City are the Premier League teams in the tournament which takes place in the United States from Sunday, 15 June.
But the Premier League can only have 12 weeks of a summer window – hence the five-day break in order to run it until 1 September.
Fifa has allowed new players to be registered for the Club World Cup from 1-10 June, and again from 27 June-3 July for the knockout stage.
This is happening firstly, to bring order to the global registration system, world governing body Fifa only permits the transfer window in any individual country to be open for 16 weeks in any calendar year.
In Europe, precedent dictates four of those weeks are for the winter window, leaving 12 in the summer. In 2024, the Premier League transfer window opened on 14 June and closed on 30 August.