The Deals Tracker database of Sponsorship can show you the most important sponsors and sponsorship deals in Nigerian sports.
Learn which rights holders in Nigeria produce the most value from sponsorship, how their worth has changed over time, which brands generate the most value, and compare Nigerian sports sponsorship to other important markets across the country.
Nigeria’s sponsorship mark in football
The Nigeria Football Federation is in an eventful era to generate more revenue through sponsorships, especially on the back of a positive performance from the Super Eagles qualification for the Cameroon 2021TM African Cup of Nations scheduled for January 2022. Football performs well below its popularity in the period under review, but is likely to catch up with polo and golf as the Nigeria Football Federation is in an auspicious era to catch up with polo and golf as the Nigeria Football Federation is in an auspicious.
Then there’s the ongoing World Cup qualifying series. If the Super Eagles qualify for Qatar 2022, we can expect to see corporate sponsorship associated with the national team.
This year also saw the end of Aiteo’s five-year sponsorship of the Federations Cup. The package included a monetary incentive for the best performing teams, with Bayelsa United, the men’s champion, receiving N25 million and Bayelsa Queens, the women’s winner, receiving N10 million. This year, Aiteo would spend NGN500 million on sponsorship.
The Golden Boot Award for the NPFL’s top goal scorer is sponsored by Eunisell. The Eunisell package pays 200,000 Naira for each goal scored, and because the season 2020/21 ended in a draw, Nassarawa United’s Silas Nwankwo and Akwa United’s Charles Atshimene shared the prize money of 3.8 million Naira.
NFF and NPFL have a relationship with 1Xbet, but we don’t have any statistics to prove that it’s still going on or how much it’s worth.
Corporate Sponsorship Evaluation
There are brands actively engaging in sports sponsorship in twenty-four different industries. One example is Fast Payout Online Casino and a total of sixteen (25%) companies from the energy (oil and gas) and banking sectors are active sponsors.
Among the 10 economic sectors, one has the lowest number of active enterprises (4.1 percent). In recent years, the telecoms industry has been a passive participant in the sponsorship business. Because of its mass market offerings, the industry has attracted a lot of attention. Nonetheless, through sports sponsorship, ongoing engagement and loyalty marketing may ensure that its key players maintain a positive image among consumers who are also fans.
The annual sponsorship spend in Nigeria is around 10 billion Naira, with firms spending more than half of that amount on average each year. The figures are based on deals that have been made accessible to our tracker.
These numbers suggest a paradigm shift in sports financing, with a decrease in brand sponsorship linked with professional sports, maybe as a result of the Covid fiasco. Indeed, the majority of sponsorship of professional and amateur sports, as well as grassroots development, was driven by corporate social responsibility (CSR).