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.
Andrea Cambiaso scored at both ends during the first half of Saturday’s Derby d’Italia, before Pierre Kalulu’s red card forced Juventus to play the entire second half a man light.
Substitute Francesco Pio Esposito got Inter back in front with a bullet header, then Manuel Locatelli’s pinpoint finish looked to have salvaged a point for the Bianconeri, before Zielinski struck on the cusp of stoppage time.
Juventus made the brighter start, but they were masters of their own downfall in the 17th minute, when Cambiaso deflected Luis Henrique’s cross beyond Michele Di Gregorio.
Cambiaso atoned within nine minutes, catching Henrique on his heels when Weston McKennie’s cross squirmed through to the back post and applying a side-footed finish.
But after Bremer cleared Zielinski’s dinked effort off the line, Juve’s hopes were damaged when Kalulu received his second yellow card for a 42nd-minute pull on Alessandro Bastoni, though the Inter centre-back appeared to go down theatrically.
Di Gregorio made a remarkable stop to thwart Hakan Calhanoglu, but as Juventus dropped ever deeper, they were punished when substitute Esposito guided Federico Dimarco’s searching cross into the far corner with 76 minutes on the clock.
It looked like Inter would have to settle for a point when Locatelli whipped a wonderful finish into the bottom-left corner in the 83rd minute, but Zielinski had the final say as his 20-yard drive fizzed through Locatelli’s legs and beat Di Gregorio.
A cloud of uncertainty has settled over Liverpool after comments from Hungary head coach Marco Rossi reignited speculation about Dominik Szoboszlai and Real Madrid.
Rossi, who has worked closely with Szoboszlai since his teenage years, revealed that the midfielder’s lifelong ambition is to play for the Spanish giants.
“Because of the very close and direct relationship I’ve had with Dominik since he was a child, Real Madrid has always been his dream,” Rossi said.
For a Liverpool side building around Szoboszlai as a centerpiece of Arne Slot’s project, those words landed hard.
Within hours of Rossi’s remarks, Szoboszlai interacted on social media with two Real Madrid players, applauding posts from Vinicius Junior and Trent Alexander-Arnold following Madrid’s win over Real Sociedad.
His reaction to Vinicius’ post drew particular attention. The exchange with Alexander-Arnold, his former Liverpool teammate, was seen as less surprising.
Still, in the hyper-connected world of elite soccer, even a digital thumbs-up can carry weight. On Merseyside, fans and pundits quickly began dissecting the meaning behind the interactions.
Szoboszlai, Hungary’s captain, has become one of Liverpool’s most influential players. That status is precisely why Rossi’s comments triggered such an intense reaction in England.
The midfielder had just delivered on the field as well, scoring in Liverpool’s 3-0 FA Cup fourth-round victory over Brighton & Hove Albion at Anfield.
After the match, Mohamed Salah heaped praise on his teammate, calling Szoboszlai “the best player in the world.” Slot struck a slightly more measured tone but echoed the sentiment.
“I think there are many elite players in the world, but I definitely agree with Mo that he is one of them,” Slot said. “He is very important for us.”
Szoboszlai is under contract at Liverpool through 2028. However, the club is reportedly eager to open extension talks in the coming months to secure his long-term future.
The player himself addressed the situation recently with notable candor.
“There’s nothing yet, to be honest. Nothing from now on. It’s not in my hands. That’s how it works,” he said. “There’s no progress, but if the right offer comes, we’ll see.”
He was equally clear about his affection for Liverpool.
“We’ll see what happens. Hopefully everyone will be happy in the end. Of course I want to stay. I like the city, I like the club, I like playing with these guys. I love Anfield, I love the fans. Let’s see what the future brings. It’s not my fault. I’d love to stay. We’ll see.”
Inter’s dramatic victory boosted their lead over rivals AC Milan to eight points, ahead of the Rossoneri hosting Como on Wednesday. Juventus, meanwhile, could drop out of the top four as Roma visited Napoli last night.
The last four Serie A matches between Inter and Juventus have produced a total of 21 goals (an average of 5.25 per game), compared to just nine in the previous six (1.5 per game).
Cambiaso became the first player in Derby d’Italia history to score and put through his own net in the same match between these old rivals, but it was Zielinski’s fifth Serie A goal of the season that proved decisive.
Inter will argue they were deserved victors after amassing 21 shots and 1.88 expected goals (xG), while Luciano Spalletti’s visitors mustered 10 shots and 0.92 xG – though the Bianconeri actually attempted six of their shots while down a man in the second half.
Premier League strugglers Wolves overcame resolute Grimsby Town in challenging conditions at Blundell Park to reach the FA Cup fifth round at the expense of the side that eliminated Manchester United in the last round.
Santiago Bueno scored from Wolves’ only shot on target with an hour played, diverting Joao Gomes’ cross past goalkeeper Jackson Smith with his thigh to end the League Two club’s resistance.
Unrelenting rainfall caused heavy ground underfoot and one penalty area in particular- that of Grimsby’s Smith in the first half – was already a quagmire before kick-off.
Charles Vernam shot narrowly wide from the edge of the box with just 43 seconds on the clock as Grimsby sought to catch their top-flight visitors cold.
Wolves had to wait until the 17th minute for their first opportunity of note, forward Tolu Arokodare firing over with a first-time attempt.
The white paint of the pitch markings soon blended and blurred with the mud as the surface rapidly deteriorated, and both sides struggled to stitch together cohesive attacks as passes travelled unpredictably across the sodden ground.