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.
The 2006 Commonwealth Games silver medallist spoke to Tidesports source her desire to defend her para singles title in the women’s category and to also secure a qualification berth for both the regional West Africa para table tennis event in Abeokuta in September and the continental championship billed to hold in Cairo, Egypt in November.
The multiple Paralympian said, “My expectation is to come out great at this wonderful tournament and to qualify for the forthcoming tournament that is coming up in Nigeria and Egypt in September and November. Last tournament, I won the singles. I won three golds at the last ValueJet tournament. And I want to believe and hope that I will maintain my position by coming in first position.”
Ugwueke had featured in the para event at the 56th Molade Okoya-Thomas National Table Tennis Championships, held at the Teslim Balogun Stadium in January, where she suffered a stunning defeat to eventual finalist and tournament runner-up Taiye Oyinloye, who in turn was beaten 3-1 (11-3, 7-11, 11-6, 11-9) by Commonwealth Games medallist, Kate Oputa, to become the women’s class 1-5 champion.
The ValueJet Lagos Para table tennis Open, which is in its seventh edition, is an event sanctioned by the governing body ITTF Africa and put together by the Nigeria Table Tennis Federation in partnership with Lagos State Sports Commission.
The event will come to a close on July 11, with the competition serving as qualifiers for the country’s players for the regional tournament in Abeokuta.
A total of 98 athletes—57 men and 41 women—from Nigeria, Benin Republic, and Togo are competing in the singles events.
Notable performances have come from Alabi, Agunbiade, Ogunkunle, and Commonwealth Games medallists Kate Oputa and Faith Obazuaye, who have showcased their class against emerging talents across various classifications.
Their presence has intensified the battle for podium finishes, with top seeds asserting dominance in their respective singles events.
The AIU announced in the June 2025 sanctions list on July 1 that 21-year-old quarter-miler Uko was found guilty of an anti-doping rule violation committed on June 5 2024. Her infraction falls under whereabouts failures, having missed three tests within a 12-month period.
The AIU confirmed that her period of ineligibility will run until 23 July 2026 and all results recorded from the date of the infraction have been officially disqualified.
Uko rose to fame after clinching three gold medals at the 2021 World U-20 Championships in Nairobi, winning the women’s 400 metres, 4x400m relay, and the mixed 4x400m relay.
Stephen Eloji (June 2028)
Sprinter and hurdler Stephen Eloji tested positive for dehydrochloromethyl-
The 25-year-old was active in the American collegiate circuit, recording strong performances in the 110m hurdles and relay events as recently as April 2024, including at the Pepsi Florida Relays and Music City Challenge.
Ada Princess Bright (September 2027)
Ada Princess Bright is serving a four-year ineligibility period after testing positive for Metenolone during the National Athletics Trials held on July 6 2023 in Benin City.
She had an active season prior to her suspension, competing in national meets in Lagos, Uyo, and Benin, and earning a relay gold at the African U20 Championships in Ndola, Zambia.
Grace Nwokocha (August 2025)
Nwokocha is serving a three-year ban after testing positive for SARMS substances including Ostarine and Ligandrol during the 2022 Commonwealth Games in Birmingham.
The fallout was significant, as Nigeria was stripped of its women’s 4x100m relay gold medal at the Games. Prior to her suspension, she had qualified for the Tokyo Olympics, posted a personal best of 11.00s in the 100m, and reached the semi-finals in the 100m and 200m at the 2022 World Athletics Championships. She is ineligible to compete until 2 August 2025.
Yinka Ajayi (January 2030)
Ajayi, a 400m specialist and one-time Olympic representative, is currently serving an extended eight-year ban for multiple anti-doping violations.
The first sanction, issued after she tested positive for Metenolone in an out-of-competition test in Iowa, USA, led to a four-year ban starting in December 2021. However, further findings of tampering led to an additional four-year penalty in 2024, extending her suspension until January 25 2030.
Glory Okon (January 2026)
Glory Okon is serving a four-year ban for testing positive for Metenolone following an out-of-competition test conducted on December 2 2021 in Nigeria.
She previously won gold in the 400 metres at the 2019 African U-20 Championships in Abidjan and featured prominently at the 2021 National Sports Festival in Benin City.
Blessing Okagbare (July 2031)
Once the face of Nigerian athletics, Okagbare is now serving a 10-year ban following multiple anti-doping rule violations. She tested positive for human growth hormone and EPO in an out-of-competition test in June 2021.
Her suspension came while competing at the Tokyo Olympics and was announced in February 2022. It was later extended by an additional year in June 2022 due to further breaches.
Divine Oduduru (February 2029)
Oduduru’s career was derailed by anti-doping violations linked to the 2020 Tokyo Olympics. On October 12 2023, a Disciplinary Tribunal of the AIU imposed a six-year ban on Oduduru after he was found guilty of possessing and attempting to use prohibited substances and methods. The case stemmed from the wider investigation into Eric Lira, the first individual convicted under the US Rodchenkov Anti-Doping Act, who supplied banned substances to athletes, including Okagbare, ahead of the Tokyo Games.
Oduduru’s ban is effective from February 9, 2023 and will run until February 8, 2029.
Henry Azike (Lifetime ban)
Azike is one of two Nigerian athletes currently serving a lifetime ban after testing positive for Metenolone, an anabolic steroid. His case was classified as a second ADRV, automatically triggering a lifetime suspension from the sport.
Azike last competed in 2011, including at the Doha Amir Cup and Nigerian Championships in Calabar.
Vivian Chukwuemeka (Lifetime ban)
Two-time Olympian and African shot put record holder Vivian Chukwuemeka is serving a lifetime ban for a second doping offence after testing positive for Stanozolol at the 2012 National Championships in Calabar.
The 2002 Commonwealth Games champion and multiple-time African gold medallist had previously served a two-year ban following a 2009 positive test. Her personal best of 18.43m remains the African record in women’s shot put.
Invited players into the Super Eagles B camp ahead of the rescheduled African Nations Championship tournament are feeling the pressure of selection, three days into their training camp at the Remo Stars Stadium in Ikenne, Ogun State.
The eighth CHAN tournament is taking place in Kenya, Tanzania and Uganda between August 2 to 20.
Ahead of the tournament, head coach Eric Chelle had invited an initial 35 players to camp and they began training on Monday with 21 players.
Five more players arrived on Tuesday to take the number to 26 while 28 players trained on Wednesday morning with the rest expected before the end of the week.
Captain of the team through the qualifiers, Junior Nduka, spoke about the intensity of the sessions and the jostle to make the final squad.
“Everybody is under pressure but definitely the coaches want the best among the 35 players,” Nduka said.
River United and former Flying Eagles forward, Aniekeme Okon, also admitted the pressure.
“It puts pressure on us, 35 players being invited, everybody is going to give out their best with an expectation of being selected. So we keep pushing.”
Ikorodu City defender, Leonard Ngenge also said, “Obviously, it puts everyone under pressure even myself. But I just need to do my best to be on the coaches’ radar.”
Nigeria, the 2018 runners-up, are in group D of the 19-team tournament, alongside Cup holders Senegal, Sudan and Congo.
The Super Eagles B will play their first two matches of the competition, against Senegal and Sudan, at the Amman Stadium on the island of Zanzibar, before taking on Congo at the Benjamin Mkapa Stadium in Dar es Salaam.
Nigeria has never won the tournament, having finished third at the 2014 edition in South Africa before losing the final against hosts Morocco four years later.
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