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.
Ignatius Ajuru University of Education, in Rivers State, will be at the centre stage on Wednesday as the VC Cup final, both male and female categories will be played at the prestigious Stadium in the school.
The both final matches promises to be exciting, as arrangements have been concluded to watch one of the best VC football Cup finals in the history.
VC Cup tournament is an annual sporting event that involves all students in various facilities.
According to the Chief coach of the University football team, David Egbiri, the female will final will kick off 2pm between faculty of Human Kinetics and Management Sciences, while the male will kick off by 4pm between Social Science and Natural Applied Science
Egbiri, who was former coach of Abiola Babe FC and Concord FC, lauded the Vice Chancellor. Prof. Okechukwu Onuchukwu for releasing funds on sports development, saying that he has never also failed the School in terms of infrastructural development.
“The VC who is also a sports personality has not failed to release funds for this tournament, apart from that he has not also disappointed in terms of developing the school in all ramifications.
“I want to say that my major reason for accepting to coach the school football team is to develop the youth through sports”, Coach Egbiri said.
The former Eagle Cement Coach, explained that he was not encouraged the way and manner the young ones are going about sports because there is no discipline and so much quest for quick money.
” Honestly, the way young players are looking money was just too much. Looking for short cuts always to make money that is more reason some of them don’t go far and end up badly
” In our days we first of all think about how to make name and we are passionate about it. I went to school and saw myself in sports, while my initial intention was to read electrical engineering” he stated.
Tonye Orabere
The Delta State Sports Commission has come under scrutiny following the state’s disappointing performance at the just-concluded National Youth Games (NYG) in Asaba, where Lagos dethroned Delta to clinch top spot.
Governor Sheriff Oborevwori, visibly displeased with both the poor outing of Team Delta and the organizational lapses witnessed during the Games, summoned an emergency meeting with the Local Organizing Committee (LOC) immediately after the closing ceremony.
Delta, which had dominated the NYG by finishing first in the last eight editions, only managed second place this time — a result the governor described as “totally unacceptable,” especially given the state’s significant investment in the event.
According to a reliable source privy to the meeting, Governor Oborevwori expressed deep disappointment, stressing that his administration had provided all necessary support to the Sports Commission and the LOC to ensure Delta retained its traditional top position.
In a decisive move, the governor demoted his Executive Assistant on Sports and former Director-General of the Sports Commission, Festus Owhojero, under whose leadership the Games were organized. Owhojero was reassigned from Executive Assistant (EA) to Senior Special Assistant (SSA) with immediate effect.
The governor’s action, our source revealed, reflects his zero-tolerance stance on incompetence and underperformance within his administration. Mr. Owhojero thus becomes the first high-profile casualty of the governor’s resolve to reposition sports in Delta State.
Furthermore, Oborevwori directed the Sports Commission and LOC officials to submit a detailed report on the Games, outlining what went wrong and providing recommendations for improvement. The governor emphasized the need for urgent reforms to restore Delta’s dominance, especially as the state is set to host the next edition of the Games under an existing memorandum of understanding (MoU).
The Nigeria Football Federation has distanced itself from a post-match statement that criticised some Super Eagles players following the team’s 1-1 draw with South Africa in a 2026 FIFA World Cup qualifier.
The statement, issued by the NFF’s Director of Communications, Ademola Olajire, singled out forward Cyriel Dessers and captain William Troost-Ekong for criticism.
It accused Dessers of being sluggish and faulted Ekong for the own goal that gave Bafana Bafana the lead.
However, NFF General Secretary, Mohammed Sanusi, said on Wednesday that the statement did not represent the official position of the Federation.
“I saw the release just like everyone else did. Nobody in the Federation is happy with it,” Sanusi said.
“The NFF did not authorise that statement. We have great respect for all the players. Blaming an individual for a team result is unfair.”
He added that the Federation regards the South Africa match as a collective effort and will not support attempts to scapegoat any player.
“When we win, it’s a team victory. When we lose, it’s also collective. No player should be singled out,” Sanusi said.
He described the targeted criticism of Troost-Ekong as unjustified, noting that the defender had previously been celebrated as the Most Valuable Player at the 2023 Africa Cup of Nations (AFCON) in Côte d’Ivoire.
“It was an unfortunate own goal. His intention was to clear the ball. Anyone who knows football understands that such things happen,” he said..
Sanusi also expressed confidence in the team’s unity, revealing that efforts were ongoing to regroup and refocus ahead of the remaining qualifiers and AFCON.
“Our house is in order. We’re preparing for the rest of the qualifiers and the AFCON in Morocco,” he said.
“There’s no problem with our players or coaching crew. Our relationship remains cordial. The government and the NFF are proud of the players’ efforts.”
The Federation had initially praised Calvin Bassey for his equalising goal and lamented the team’s failure to convert second-half chances.
But Sanusi made it clear that internal disciplinary action would be taken over the unauthorised release.
“I can assure you the NFF will take action on the matter,” he said.
Nigeria currently sit third in Group C of the CAF World Cup qualifiers with 11 points from eight matches. South Africa lead the group with 17 points.
The Super Eagles must now win their remaining games against Lesotho and Benin Republic and hope other results go their way to secure qualification for the 2026 FIFA World Cup.