Nigeria’s national team, the Super Eagles is gradually becoming a commercial hot cake for big brands and has attracted over N6 billion in sponsorships. As Russia 2018 approaches, corporate organisations scramble to court the attention of the now celebrated team.
No doubt, the Super Eagles have improved tremendously in their performance and have restored the confidence of teeming Nigerian fans and attracted corporate attention.
A few years back, this was not so. The team grappled with lots of technical and financial problems. Coaches were owed salaries and players played under very demoralising conditions. However, things began to change around April 2017, when an indigenous oil company, Aiteo Group, decided to take a chance and inject a whopping sum of N2.5 billion into Nigerian football in partnership with the Nigeria Football Federation (NFF).
This fund was instrumental to the Super Eagles sudden turnaround and clinching the World Cup ticket. Since their qualification, The Super Eagles brand has become more attractive to large corporate bodies seeking brand exposure and hoping to reach Nigeria’s football loving audience. NFF president, Amaju Pinnick stated in March 2018, that NFF has “entered into various partnership deals worth over $50 million in the past one year.” Below is a list of their top sponsors as they make their way to Russia for the most watched football tourney in the world:
Top energy conglomerate, Aiteo Group has made the most significant investment in the Nigerian Football Federation in recent times. In April 2017, the indigenous oil giant signed N2.5billion worth of sponsorship agreement that resuscitated the national team and increased their chance of qualification for the 2018 World Cup in Russia. Unlike other brands hoping to gain marketing advantage, Aiteo’s investment has been described as a corporate social responsibility initiative targeted at enhancing the growth of Nigerian football, supporting its youth and fostering national unity. Pinnick described Aiteo’s contribution as “a heartwarming landmark in the history of football sponsorship in Nigeria.”
Aiteo Group organised the maiden edition of Aiteo-NFF Awards, in celebration of Nigerian footballers, past and present in February 2018. At the award ceremony, it was revealed that Aiteo paid the sum of $600,000 and N320 million to cover its contractual obligation of providing support to the technical crew of the Super Eagles for the whole of 2018, well beyond the World Cup.
The company also signed a N2.5billion partnership to support the country’s longest running federation’s cup, now renamed Aiteo Cup in June 2017. In January 2018, Aiteo sponsored the Confederation of African Football Awards which held in Ghana.
Coca Cola threw its weight behind the Eagles in January as official soft drink partners for the World Cup, snatching the team from its arch-rival, Pepsi. The Coca‑Cola partnership with the NFF and the sponsorship of all the Nigerian National Football teams will span an uninterrupted period of five years, after which there will be an opportunity for renewal.
The Nigeria Football Federation signed a N1.4 billion five-year deal with the beverage company in January 2018. Coca-Cola (International) is also one of the official sponsors of the 2018 FIFA World Cup. The company has consistently organised a World Cup trophy global tour since the 2006 FIFA World Cup in Germany. The rekindled relationship and interest has been linked to Amaju Pinnick’s great leadership skills and ability to get the buy-in of big brands.
Amaju Pinnick, president, Nigeria Football Federation (NFF), mentioned that the potential in Nigerian sports is limitless, adding, however, that the government needs to create an enabling environment for the sports industry to thrive.
“Twenty-five years ago, the British government invested £200 million in the Premier League and today, the EPL is worth £8 billion. If we create enabling environment with proper structure, sports can contribute significantly to Nigeria’s GDP more than any other sector,” said Pinnick.
“We must engage reputable brands to drive sponsorship for the national team. If every geopolitical zone concentrates on its strengths and harness them properly, Nigeria will fly the flags high at international competitions and thus get global attention for investors to come in and invest,” he added.
Nigerian Breweries Plc, the pioneer and largest brewing company in Nigeria, serving both Nigerian and West African markets with product including Star Lager and Amstel Malta.
The company’s partnership with NFF is valid for five years and worth N2.2 billion. Also, Star Lager has become the official beer sponsor of the Super Eagles to this year’s FIFA World Cup in Russia.
Jordi Borrut Bel, NB Plc’s Managing Director/CEO pledged the total commitment of their establishments to every letter of the contract.
Bel reiterated: “We are indeed delighted about this partnership between Nigerian Breweries plc and the Nigeria Football Federation (NFF). This relationship provides us an opportunity to celebrate the true Nigerian spirit that is fuelled by patriotism, passion and desire for victory, through the platform of Football.”
The Nigeria Football Federation and WAPIC Insurance plc recently signed an agreement worth N500million that conferred on the insurance giant the title of ‘Official Insurance Services Provider and Co-Sponsor of the NFF.’
The contract provides excellent safety and security for National Team players and officials while on duty and offer a well –paved route for them to have a better future through proper pension fund.
Yinka Adekoya, Managing Director, WAPIC Insurance plc, affirmed that the company was excited to team up with Nigerian Football, given the huge role that football plays in nation –building and the excitement that it generates among the youth and adults alike.
“The NFF is an organisation that is making Nigeria proud through the excellent results of the National Teams and WAPIC is a top financial institution seeking to be the most enjoyable company to do business with and to become a top 20 financial services institution in Nigeria by 2019.”
Cadbury Nigeria Plc, manufacturers of TomTom, partnered with the Nigerian Football Federation (NFF) as the ‘Official Candy of the Super Eagles’ in February 2018. The agreement will last for three years in the initial period with an option of renewal. Although the actual figure is not in public knowledge, this deal is said to be worth millions of naira.
The contract is said to be a demonstration of TomTom’s commitment to a long-term relationship with the Super Eagles.
In October 2017, Tropical General Investments (TGI) Group, an international investment and holding company with investments in Nigeria, Ghana, Republic of Benin, Morocco, UAE, South Africa, India and several other emerging markets, made public a landmark agreement with the Nigerian Football Federation (NFF) to support Nigeria’s senior National Football teams, in their quest to make the nation proud at the forthcoming World Cup.
TGI Group is the parent company of WACOT Limited, Chi Limited and other companies, producers of household brands such as Big Bull Rice, CHIVITA, Hollandia Yoghurt and Renew Starch. The company has earned its place as the Official Food Partner of NFF.
Payporte became the official Online Store Partner of the NFF late 2017, around the same time as TGI. Payporte’s contract with the NFF is also for three years and the NFF believes the company will also help them with youth football development in the country.
Payporte, one of the country’s largest e-commerce companies is now the Official Online Store of the Super Eagles. The company is expected to be the official and exclusive outlet for the sale of authentic national team jerseys.
The Nigeria Football Federation entered into an agreement with sportswear manufacturer, Nike, as the kit sponsor of the Nigerian national football teams in 2015. The three and half year contract is worth $750, 000 in its first year and $1million each year from 2016 till 2018. Nike also promised a $500,000 bonus if the Super Eagles qualify for the 2018 World Cup in Russia.
Nike is responsible for the design of performance and training apparel and equipment, including team kits and footballs, for the Nigerian national football team players.
Anthony Nlebem
