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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.

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SUNDERLAND SHOCK NEWCASTLE IN DERBY ENCOUNTER 

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Brian Brobbey scored a dramatic 90th-minute winner as Sunderland came from behind to beat Newcastle United in a thrilling Tyne-Wear derby at St James’ Park.

Newcastle had been on target for their first home victory in this fixture since 2010 when Anthony Gordon gave the hosts a ninth-minute lead.

Sunderland played out from the back but defender Luke O’Nien’s pass was intercepted by Nick Woltemade and he gave it to Gordon, who did the rest to score his 17th goal of the season.

The hosts almost made it 2-0 just before the break, but Sven Botman headed against the post following a cross from left-back Lewis Hall, one of five Newcastle players to be included in Thomas Tuchel’s latest England squad.

Goalkeeper Aaron Ramsdale, another called up by Tuchel, did not get great distance on a punch, the ball was played back into the box, Brobbey chested it goalwards and Dan Burn cleared off the line, only for Chemsdine Talbi to fire in the rebound.

Noah Sadiki had a chance to put Sunderland ahead, only for him to shoot at Ramsdale.

Yet it did not prove costly as Brobbey scored the late winner, to the delight of the away fans, when he converted a rebound from close range after Ramsdale saved his first attempt.

The result gives Sunderland their first league double over Newcastle since 2014-15.

 

 

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Rangers Coach credits Chelle for title chase

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Rangers International technical adviser Fidelis Ilechukwu has credited his recent stint with the Super Eagles under head coach Eric Chelle as a major factor behind the club’s resurgence in the Nigeria Premier Football League title race, Tidesports source reports.

Speaking ahead of Rangers’ matchday 31 fixture against El Kanemi Warriors in Enugu, Ilechukwu said the experience gained at international level has significantly influenced his approach, particularly in the areas of intensity, discipline and overall team structure.

“Change is constant in life. After working closely with Eric Chelle, the mentality I got from him is not an easy one. The training sessions are super intense, about 80 per cent of what we do now is heavy training,” he said.

Ilechukwu maintained that the discipline and structure he adopted during his time with the national team have translated directly into improved performances at the club level.

“I think my return has had a positive impact defensively, offensively, everything. The preparation, the pep talks, the quality, it gives confidence. I came back with an advantage,” he said.

Rangers have enjoyed a remarkable run since his return from the 2025 Africa Cup of Nations, losing just once in 11 matches, with six wins, four draws and seven clean sheets propelling them firmly into contention.

They currently sit second on the table with 50 points, just one behind leaders Rivers United, with eight matches remaining in the season.

Despite their strong position, Ilechukwu insisted his side will not be weighed down by pressure as the title race intensifies.

“There is no different message, we don’t want to be under pressure because of the league. We take it one game after the other, after this game we talk about the next one,” he said.

He added that his players possess the necessary qualities to compete at the highest level.

“They understand what it takes to win. They have the attitude, the capacity, the character, and they understand what we want. To me, we are always ready,” he said.

While acknowledging the strength of Rivers United, Ilechukwu maintained that the title race remains open heading into the final stretch of the campaign.

“They are the strongest team, but you never can tell what will happen. We are also strong. In the remaining games, we will fight more and stay at the top of our game but without pressure,” he said.

Having guided Rangers to the NPFL title in the 2023/24 season, Ilechukwu is now aiming to secure his second league crown in three years as the Enugu side continue their pursuit of the title.

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Odegbami Faults CAF for stripping Senegal AFCON title

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Former international, Segun Odegbami, has faulted the Confederation of African Football for awarding the 2025 AFCON title to Morocco.

Odegbami described CAF’s decision to overturn the Jan. 18 final result as “bizarre, condemnable and unjustifiable.”

As reported by Tidesports source on Saturday, he noted that Senegal were crowned champions and celebrated globally before the verdict was reversed on technical grounds.

“It is unheard of in football history. You cannot take away a trophy won on the pitch two months after,” he said.

Odegbami said the decision had sparked outrage among football fans and stakeholders worldwide.

“This judgment has shaken CAF’s credibility. It is not surprising the world is up in arms,” he added.

The ex-Nigerian Football Legend questioned the motive behind the decision, describing it as risky and unpopular.

“What could have driven such a decision that undermines the spirit of the game?” he asked.

Odegbami said although football regulations may not cover every situation, rare cases require wisdom.

“This AFCON case demands that rules and common sense must align,” he said.

He recalled that Senegal were crowned by CAF and FIFA officials before a global audience.

“Two months later, CAF delivered what I call a ‘poisoned verdict’ through its Appeals Committee,” he said.

Odegbami explained that Morocco’s protest, earlier dismissed, was later upheld on appeal.

“The decision to reverse a final match result is one of the most unpopular ever,” he said..

He said the rules on walkouts are clear but must be applied with context.

According to him, Senegal players walked off after a late penalty was awarded to Morocco, staying away for 17 minutes.

“Ordinarily, that attracts forfeiture, but the referee allowed play to resume, which changed everything,” he said.

Odegbami noted that petitions can alter results but argued that the AFCON final was different.

“If this were a qualifier, nobody would question the CAF’s decision. But this was the final,” he said.

He stressed that the trophy had been awarded and celebrations concluded before the reversal.

“There was no room for post-match litigation in a final of this magnitude,” he said.

Odegbami maintained that the referee’s decision to restart play nullified the forfeiture clause.

“The match resumed, Morocco missed the penalty, Senegal scored and won fairly,” he said.

He insisted that CAF had no justification to overturn the result after recognising a winner.

“Punish any infractions if necessary, but do not tamper with a concluded final,” he said.

Odegbami urged CAF to review its regulations and restore Senegal as champions.

“For now, CAF should retrace its steps and return the trophy to Senegal,” he advised.

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