Sports
AITEO Sponsorship: Rumbles In Nigerian Media
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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
Amuneke Lauds Super Focused Heartland
Heartland Technical Manager, Emmanuel Amuneke has praised his players for not losing focus at the crucial moment in Sunday’s 2-1 home win over Shooting Stars in a NPFL Matchday 24 fixture in Owerri.
The Naze Millionaires defeated the Oluyole Warriors through Chukwuma Agor and John Bassey goals in the 31st and 88th minutes with Mustapha Adam’s 80th minute spot kick a mere consolation for the visitors.
Amuneke while speaking to journalists shortly after the encounter, said his boys showed the zeal and determination to seal the three points and that despite the shenanigans of the centre referee, Kolawole Emmanuel, the boys were never troubled.l
“We were eager to get the three points and we were aware Shooting Stars are a good side and won’t allow us to have our way easily,” Amuneke told journalists in Owerri.
“We planned for them and almost throughout the entire game, they were never a threat to our team. We were able to control the game from the beginning. It was unfortunate how the game ended. We were just focussed on the three points and we are thrilled we got it. It was a very good game from both sides but we subjected them to constant pressure almost throughout the game.”
While he was asked if he believed his boys could finish the season impressively, Amuneke was evasive but noted that he and his players would continue to work harder.
“Everything in line is possible but we know that nothing happens without hard work. We will continue to work harder and continue to see how we can grow as a team. We have a lot of young players in the team. Some of them just got their topflight breakthrough.
“We didn’t lose focus at the time of the controversies. We continued to do the same thing we have been doing and taking the game to them.”
Sports
Former President Kicks Off New Bayelsa Stadium Project
Former President Goodluck Jonathan, on Monday, turned the sod of the new Olympic-standard 25,000-capacity Bayelsa Stadium project at Igbogene, Yenagoa, as part of the activities marking the fifth anniversary of the Senator Douye Diri administration.
The former Nigerian leader performed the ground-breaking ceremony as Governor Diri restated his appeal to the federal government, the Niger Delta Development Commission (NDDC), oil firms operating in the state and the private sector to join hands with his administration to develop sporting talents.
The Federal Government through the National Sports Commission (NSC) and the Nigeria Football Federation (NFF) equally thumped up Governor Diri for initiating the project.
Dr. Jonathan expressed delight over the project, saying as a Bayelsan, he was duty bound to celebrate with the state government for the progress so far achieved.
He lauded Diri’s developmental strides, urging him not to rest on his laurels and that the contractor and the state government should ensure the project met the highest standards.
Jonathan also called on the state and federal governments to set up a sports fund to cater for sportsmen after their active days and encourage younger ones to be involved in sports.
He said: “This is my state and I have to celebrate with the government for the progress so far made. This is an iconic project that will develop the state. Please do not rest on your laurels as we want this stadium to meet the best standards.
“I am happy with the presence of relevant federal government officials. I hope they will guide the state well and support where necessary.
“As a country, we must have a fund to care for sportsmen. The federal and state government can think about it so that the younger generation will be interested in sports.
“I am happy that you gave a target of 24 months and I hope that by that time I will escort President Tinubu to Bayelsa to inaugurate it.”
Sports
NFF Mourns Midfield Pearl, Ogunlana
The Nigeria Football Federation (NFF) has condoled the family of former Nigeria international midfielder, Ayo Ogunlana, who died in Kaduna on Friday after observing his early-morning walk.
NFF General Secretary, Dr Mohammed Sanusi, showered tributes on the departed midfield pearl, who was a star attraction during a number of important Nigeria FA Cup battles in the 1980s and held sway in the middle for the Super Eagles in the late 1980s, and at the 1990 Africa Cup of Nations finals in Algeria.
“We are very sad to learn of the sudden passing of Ayo Ogunlana, only a couple of weeks after the demise of another former Eagle, Moses Effiong (a member of the 1980 AFCON-winning Green Eagles squad, in far-away USA). Ogunlana was a great midfielder who made playing football look so easy with his majestic touches and turns, and his magnificent free-kicks.
“We pray that the Almighty will grant both of them eternal rest and grant the families they have left behind the fortitude to bear the losses.”
Ogunlana was magisterial in the midfield as Nigeria overhauled Guinea and Zimbabwe to qualify for the 1990 Africa Cup of Nations, and was imperial against Cameroon in a 1990 FIFA World Cup qualifying match in Ibadan that the Super Eagles won with an emphatic 2-0. He also played in the 1990 ECOWAS Cup competition that Nigeria hosted in Kaduna.
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