Connect with us

Sports

AITEO Sponsorship: Rumbles In Nigerian Media

Published

on

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.

Continue Reading

Sports

Siasia Blames NFF Over FIFA Ban

Published

on

Former Super Eagles Coach, Samson Siasia says the Nigeria Football Federation supported FIFA to have him banned for alleged involvement in match-fixing in August 2019.
In a recent interview with Athlist, the 56-year-old, whose ban ends in a few months, said the NFF not only refused to support him but also carried out FIFA’s instruction not to let him know he was under investigation by the world football body.
“Nigeria abandoned me at that time of need; that’s my own take on how this thing played out,” the former Eagles striker and member of the 1994 AFCON-winning squad, said.
“It’s an allegation; they said bribery. What is bribery? Is it not when money changes hands? Was there any proof of that? There were none.
“I spoke with someone who was trying to hire me as a coach in Australia. I didn’t know the guy was a match-fixer, but FIFA knew this guy. Why would they allow him to be around any FIFA tournament?
“So, when they found out through emails, our correspondence about how this guy would take me to Australia, I played in Australia, so I felt it would be nice to go back there.
“We talked about how much salaries, transfers, bonuses, and sign-on fees were, and that was all.
“When FIFA was looking for me, I didn’t even know. I am not affiliated with FIFA; their affiliation is with the NFF. So, they went to the NFF and told them not to let me know that they were investigating me. But if they didn’t tell me, how was I supposed to defend my self Siasia added, “Then they sent me a letter, but it went to my spam. It was two days before the ban that I found out that FIFA was looking for me.
Siasia added, “Then they sent me a letter, but it went to my spam. It was two days before the ban that I found out that FIFA was looking for me.
“Then we started to see how we could communicate with them to see how I could have a hearing. But they said the time had elapsed and I should go to the CAS (Court of Arbitration for Sport).

Continue Reading

Sports

WADA Plans Review Of Failed Tests

Published

on

The World Anti-Doping Agency (WADA) will launch an independent review after 23 Chinese swimmers were cleared to compete at the Tokyo Olympics despite testing positive for a banned substance.
WADA has said it was not in a position to disprove an assertion from the China Anti-Doping Agency (CHINADA) that contamination was the source of the heart medication trimetazidine (TMZ) for which the swimmers tested positive.
Findings of the independent investigation, led by Swiss prosecutor Eric Cottier, are expected to be delivered within two months.
“WADA’s integrity and reputation is under attack,” said Wada president Witold Banka.
“WADA has been unfairly accused of bias in favour of China by not appealing the CHINADA case to the Court of Arbitration for Sport.
“We continue to reject the false accusations and we are pleased to be able to put these questions into the hands of an experienced, respected and independent prosecutor.”
United States Anti-Doping Agency (USADA) Chief Executive Travis Tygart said WADA and CHINADA had swept these positives under the carpet, claims WADA described as completely false and defamatory while adding that it had referred the comments to its lawyers.
Aquatics GB said it was extremely concerned by the allegations, which it said threatened “potential loss of trust and reputational damage to sport”.
WADA was notified of CHINADA’s decision in June 2021, ahead of the delayed Games, and said it had no evidence to challenge China’s findings and that external counsel had advised against appealing.
In addition to the independent investigation, WADA said it will send a compliance audit team to assess the state of China’s anti-doping programme and invite independent auditors “from the broader anti-doping community” to join the trip.
WADA director general Olivier Niggli said: “While not one shred of evidence has been presented to support any of the allegations made against WADA, we wish to deal with the matter as quickly and as comprehensively as possible so that the matter is appropriately handled in advance of the upcoming Paris Olympic and Paralympic Games.”
Details of the positive tests were revealed by the New York Times, which shared reporting with German broadcaster ARD.
China won six swimming medals at the Tokyo Olympics, including three golds.

Continue Reading

Sports

AFN Lists Strong Squad For Bahamas Relays

Published

on

The Athletics Federation of Nigeria has listed Tobi Amusan, Favour Ofili and Omolara Ogunmakinju among the athletes to represent the country at the World Athletics Relays at the Thomas A. Robinson National Stadium in Nassau on May 4 and 5.
The body shockingly left out Favour Ashe, Nigeria’s fastest man so far this year, who would have helped Nigeria secure a 4x100m slot at the Paris 2024 Olympic Games.
The Auburn University undergraduate has been in great form this outdoor season, breaking 10 seconds twice (9.96 and 9.99).
The 21-year-old was not among the 29 names World Athletics released on Tuesday in the final entry list by Nigeria for the event, and AFN has yet to give reasons for its decision t Meanwhile, Godson Oghenebrume and Udodi Onwuzurike head the list of eight sprinters listed for the men’s 4x100m event.
Others are Alaba Akintola, Karlingthon Anunagba, Consider Ekanem, Seye Ogunlewe and Israel Okon Sunday.
The team will strive to be among the best 14 finishers to secure a lane in Paris for the first time since 2008, when the quartet of Onyeabor Ngwogu, Obinna Metu, Chinedu Oriala, and Uchenna Emedolu did not finish in the first heat of the event at the Bird’s Nest in Beijing, China.
For the men’s 4x400m, African Games 400m champion Chidi Okezie headlines the list of eight quarter milers listed to return Nigeria to the Games since 2004, when Godday James led the team to a bronze medal finish in Athens, Greece.
Others are Sikiru Adeyemi, Dubem Amene, Ezekiel Nathaniel and his brother, Samson Nathniel, Dubem Nwanchukwu, Samuel Ogazi, who has been improving since his switch to the University of Alabama and holds the Nigerian U-18 record and Ifeanyi Ojeli.

Continue Reading

Trending