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.
England captain Harry Kane netted a hat-trick to guide Bayern Munich to an impressive victory against Stuttgart.
Kane’s goals, plus one from Kingsley Coman, helped Bayern end a three-game winless run in all competitions.
They faced a tough task against a Stuttgart side who sat back and limited their chances, leading Vincent Kompany’s side to enter the break frustrated and with the deadlock unbroken.
Bayern eventually found a way past Stuttgart’s steely defence when Kane drilled a low effort into the bottom corner from around 30 yards out after Joshua Kimmich overturned possession.
Former Nigeria goalkeeper, Dosu Joseph, is full of thanks to God after he miraculously survived another life-threatening automobile accident recent at Kara, along the Lagos-Ibadan Express Way, where a heavy-duty truck ran into his SUV.
Narrating his ordeal, the 51-year-old, who guided Nigeria to gold in the Men’s Football Tournament of the 1996 Olympics in Atlanta, broke the news in a statement on his social media handles on Friday.
“To God be the glory, another death escaped by Grace and Mercy of God. Me and my friend SM were at Enyo Filling Station after Ojodu Berger bus stop to get fuel on Wednesday, October 2, 2024, around 6 p.m. when this MACK truck fully loaded with iron, with registration number LND 470 XX, left the road and crushed my car beyond repairs. Thank God for life,” he stated.
This is the second time the soft-spoken club proprietor will cheat death by a whisker, having been involved in an accident in 1997 that ended his career at 23 and left his spinal cord in bad shape.
He helped Julius Berger win the Nigeria FA Cup in November 1997 shortly a memorable Olympic outing by keeping a clean sheet in the finals against Katsina United. The following year, he was involved in the auto along Ikorodu Road, Lagos, which not only cut his career short but also left him almost paralysed, ending his spell at Serie A club Reggiana.
The former Nigeria international, who also kept goal for Julius Berger FC, said the case has been reported to Isheri Police Station, Ogun State, where the driver is currently detained and the truck also seized.
According to him, the owner of the truck said he can’t fix the badly damaged SUV until after a year.
Ex – Super Eagles of Nigeria, Okwuchukwu Waobikeze has observed that sports development in Nigeria is going down.
According to him, grassroots sports is very important, without it, the administrators cannot get it right. So everybody should key into grassroots sports development, he said.
Waobikeze said this last Wednesday in an interview with sports journalists shortly after the Port Harcourt All Stars Independence football festival (OCTOBERFEST) at the Port Harcourt club, Rivers State.
He explained that for sports administrators to get it right, grassroots development is key. “They should be organising competition at the grassroots level to fish out the young ones for different sporting activities.
“Grassroots sports is very important so the administrators have to go back to the grassroots.
” Sports Development in Nigeria is going down we need to go back to the basics.
“Look at the just concluded Paris Olympics, Nigeria did not win any medal.
” Our football team did not even qualify for the Olympics. We are going down.
” If they should go back to the grassroots, they will get young ones in the games and talents will be developed.
” I started from school games, to youth games before playing for the national team. Now everybody wants to fly board to play professional football and a lot do not know the basics of the game.
” A lot of people did not know the little things about the game, they just want to play. It is not done so,” Waobikeze stated.
Kiadum Edookor
