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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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Pillar Of Associations Tournament To Welcome Sponsors 

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In a bid to make the Pillar of Associations Rivers state football tournament to become a permanent annual feature in Rivers state football calendar and a veritable platform for alternative career opportunity for Pillar members and members of Rivers football community, the Chairman of the tournament’s Organising Committee, Comrade Franklin Obute has stated that they were open to welcoming sponsorships from corporate entities and well meaning individuals.
Comrade Obute in an interview with news men on a match day at the ongoing competition at the Rivers State University’s ground said that the Pillar of Associations were ready to partner interested parties, who would be willing to invest in the competition through sponsorship towards elevating the quality and standard of the tournament.
According to him, “The Pillar of Associations tournament, due to the opportunities available, owing to the sheer number of businesses and members obtainable in the Pillar, would be a very attractive opportunity to exploit through sponsorship”.
He stated that there would be a conscious efforts toward sensitising the corporate and private environments to buy into the vision and objectives of the tournament. He explained that due to the open nature of the competition, whereby members of the association are allowed to engage any footballer from across the country, whether a business man or not, any sponsor would be able to enjoy unimaginable mileage.
“Every multinational company, private businesses should aspire to be part of the sponsorship of this tournament because there are so much benefits derivable therein, the coverage is very wide. You know that organising a football tournament of this nature is capital intensive, so, any sponsorship to add more value is welcomed”, he said.
The 2025 edition is currently ongoing and has reached the second round stage where matches are now being played on knockout basis, beginning from Friday.

By: Gabriel Nwanetanya

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50th Anniversary: Over 150 Golfers, 11 Countries Set For Ikoyi Ladies  Golf Tourney

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Some of the best golfers across Africa are expected to converge on the Ikoyi Club 1938 Golf Section for the three-day Ikoyi Ladies Golf Tournament holding from November 11 to 13.
The star-studded amateur open tournament is part of the activities lined up by the leadership of the club to celebrate the ladies’ tournament’s 50th anniversary.
Speaking at a world press conference at the Club’s headquarters in Ikoyi, the Ladies Club Captain, Mrs Peggy Onwu, explained that the tournament will offer opportunity for leading amateur golfers across 11 countries of the world to showcase their skills on the green lawn.
According to her, over 150 golfers have already registered for the open tournament, which will attract mouth-watering prizes, including a trophy, a premium ticket to the United States of America, among others.
The event will be preceded by ‘Twilight evening,’ which will see the participants play the golf game towards dawn, in a relaxed atmosphere with cocktails, networking and good music.
She thanked the various sponsors of tournament, including PWC, Delta Airline, Western Star, First EGP, among others, for identifying and keying into the Club’s goals and aspirations as part of their corporate social responsibilities.
Mrs. Onwu added that the event was not only a celebration of resilience, commitment, dedication and sacrifice, but a rare display of exemplary team spirit by all members of the Ladies Golf Section.
Thrilled by the presence of a Nigerian-born Italy- based golfer and fashion icon, Bali Lawal, as well as other professionals expected to grace the tournament, she promised that the tournament will be a memorable outing aimed at mentoring ladies keen on honing their golfing skills.
Speaking in the same vein, Vice Lady Captain, Annie Eimiakhena, explained that the tournament will entail three days of competitive outing showing skills, professional dexterity.
She added that participants and golfers will use the opportunity of the event to network among themselves, while a Masterclass will be held to educate would-be golfers on the dynamics of the game.

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NPFL : Finidi Praises Players  Over Draw Against Insurance

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The Technical Manager of Rivers United FC of Port Harcourt, Finidi George has praised his boys (players) as they ran away with a point in the rescheduled match day nine of the Nigerian Professional Football League (NPFL) against Bendel Insurance.
According to him, before the game, he told his boys that they have to put up a good fighting spirit in the game, knowing that it  will not be easy at the Samuel Ogbemudia Stadium, Benin City.
Finidi said this last Thursday in his post match interview with sports journalists and made available to Tidesports after they secured a goalless draw against  Insurance.
He explained that in the first half, the game was 50-50 but in the second half after 15 to 20 minutes, my players pushed them back, looking for goal but they were able to hold them and got the draw.
“ From onset, I knew it was going to be a difficult game. Yes, we have to defend deep and get something. Kudos to my boys, they put up a good fighting spirit.
“ Despite the host creating good number of chances even hitting the crossbar but I must say that the draw is not a bad result.
“ Wasiu Falolu came closer in the second half but his long ranged shot just went over the bar.
“It  was not a bad result but we have  to move on and see how we can get good results from other matches” Finidi said.

By: Kiadum Edookor

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