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.
Sports
Team Nigeria Falls Short At Glasgow 2026 C’Wealth Games
Team Nigeria finished sixth on the overall medals table at the Glasgow 2026 Commonwealth Games, falling short of the National Sports Commission’s ambitious target after ending the competition with 23 medals, comprising 10 gold, seven silver and six bronze
The tally represents a shortfall against the lofty expectations set before the Games.
Director General of the Commission, Bukola Olopade, had projected that Nigeria could surpass the 18-gold target set by the Elite Athletes Podium Finish initiative to win as many as 22 gold medals, citing structural reforms under NSC chairman Shehu Dikko and backing from President Bola Tinubu.
Nigeria’s confidence had been rooted in its performance at the 2022 Birmingham Games, where the country recorded its most successful outing with 35medals, comprising 12 gold, nine silver and 14 bronze, to finish seventh overall.
While the final gold count of 10 fell well short of the 22 projected and even the eighteen baseline target, and the overall medal haul of 23 was down on the 35 won in Birmingham, Team Nigeria’s campaign in Glasgow nonetheless produced several standout moments across a broader spread of disciplines than in previous editions, with medals arriving from athletics, judo, weightlifting, para athletics, para powerlifting and swimming.
Samuel Ogazi delivered Nigeria’s first-ever Commonwealth Games gold in the men’s 400m, powering to victory in 44.25 seconds, while Ezekiel Nathaniel added another gold in the men’s 400m hurdles in 48.47 seconds. Chukwuebuka Enekwechi became the first Nigerian to win the men’s shot put title at the Games with a throw of 21.07m, and further medals came from Ella Onojuvwevwo, who claimed bronze in the women’s 400m to end a wait dating back to 1994, Ruth Usoro, who won silver in the long jump, Udodi Onwuzurike, who took silver in the men’s 200m, and Kayinsola Ajayi, whose bronze in the men’s 100m ended a twenty-year wait for Nigeria in the event. The men’s 4x100m relay team and the mixed 4x400m relay quartet both closed out the athletics programme with bronze medals, while the women’s 4x100m team finished sixth.
Beyond the track, Enku Ekuta ended a 24-year wait for a Nigerian judo medal at the Commonwealth Games with bronze in the women’s -63kg category, a result hailed as one of the most symbolic achievements of the campaign given the sport’s long struggle to convert domestic talent into podium finishes.
The Commission had sought to keep morale high throughout the Games with an enhanced welfare package.
NSC chairman Shehu Dikko had announced an upward review of bonuses partway through the competition, raising the reward for gold medallists to 10,000 dollars, comprising 5,000 dollars in instant cash and 5,000 dollars paid directly into their accounts, up from an initial structure of 8,000 dollars. Silver medallists received 5,000 dollars, made up of 2,000 dollars in instant cash and 3,000 dollars paid into their accounts, while bronze medallists received 3,000 dollars, comprising 1,000 dollars in instant cash and 2,000 dollars paid into their accounts.
Coaches whose athletes won gold were also entitled to a 5,000-dollar incentive, on top of daily allowances of 200 dollars for athletes and 250 dollars for coaches.
Despite the increased incentives and the individual milestones recorded across several disciplines, Team Nigeria’s sixth-place finish and gold medal count leave the Commission short of the record-breaking outing it had targeted before the Games, setting up questions for officials over preparation and investment as the country looks ahead to future global multi-sport events.
Sports
Nigeria’s Oba Defeats Lesnar At WWE SummerSlam
Nigerian professional wrestler, Oba Femi, defeated former UFC and WWE champion, Brock Lesnar, in a brutal Hell in a Cell match at WWE SummerSlam on Saturday night, earning one of the biggest victories of his career.
The contest, held at US Bank Stadium in Minneapolis, Minnesota, saw the Lagos-born wrestler overcome Lesnar in his first-ever Hell in a Cell appearance.
Femi took the fight to Lesnar from the opening bell, surviving multiple German suplexes, a Tombstone onto exposed wooden boards beneath the ring and several attacks with steel steps before countering with two chokeslams.
The match reached its climax after Lesnar attempted to use a steel chair, but Femi knocked it from his grip with a stiff right hand before delivering his signature Fall From Grace to secure the victory.
Following the bout, Lesnar embraced Femi, took a microphone and publicly endorsed the Nigerian star.
Declaring himself the past and Femi the future of WWE, Lesnar praised his opponent in front of the SummerSlam crowd.
Reacting to the moment, Femi admitted he did not expect the show of respect from his longtime rival.
“The hug and public endorsement was definitely a shock, and I didn’t see that coming.
“I know that deep down, Brock has always respected me, and he knows that deep down, I respect him as well,” Femi said.
The victory continues an impressive breakthrough year for the Nigerian wrestler, who defeated Lesnar at WrestleMania 42 in April before winning the 2026 King of the Ring tournament in June.
Their SummerSlam clash was the culmination of a months-long rivalry that saw Lesnar return from an apparent retirement to attack Femi before defeating him in a rematch at Clash in Italy.
Sports
Broos Retires As S’Africa Coach
South Africa national team head coach Hugo Broos has left his position after five years in charge, with South African Football Association (SAFA) president Danny Jordaan confirming the Belgian’s departure at the weekend.
Broos’ contract officially expired last Friday, bringing an end to his tenure, which began in May 2021 after Bafana Bafana failed to qualify for the Africa Cup of Nations.
The 74-year-old coach leaves behind a period that included several notable achievements for South Africa.
Under Broos, Bafana Bafana finished third at the 2023 AFCON, which was eventually staged in early 2024 in Ivory Coast after being postponed.
He also guided the team to the knockout stage of the 2026 FIFA World Cup in the United States, Mexico and Canada, marking South Africa’s first appearance beyond the group stage at the tournament.
The qualification itself ended a 24-year wait for Bafana Bafana, who had last featured at the World Cup in 2010 as hosts. Their 2026 appearance was their first since that tournament.
Broos had previously indicated that his departure from the national team was settled.
Speaking to the media after the World Cup, Broos said his decision to leave the Bafana Bafana job was irreversible, citing his desire to spend more time with his family. However, he also
expressed a willingness to take up another position within SAFA.
His comments sparked uncertainty, with SAFA initially releasing a statement denying that Broos had already stepped down.
Further speculation followed when reports emerged that the coach had been offered a one-year contract extension. SAFA subsequently issued another statement insisting that no extension had been finalised.
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