In Nigeria, football is more than just a game. It is a vibrant thread woven through the fabric of daily life, uniting people across age, ethnicity, and religion. With over 80 million viewers regularly tuning in to matches, sport has become a powerful force for national unity and pride.
This deep-rooted passion is not only sustained by the fans themselves but is also being energised and elevated by brands like MTN Nigeria, whose commitment to football is transforming the way Nigerians experience the beautiful game.
MTN Nigeria has strategically placed football at the heart of its sponsorship and engagement initiatives, aligning with the MTN Group’s broader focus on football, music, and women entrepreneurship. Over the years, MTN’s involvement has gone far beyond simple sponsorship.
The brand has become an enabler of unforgettable experiences, connecting with Nigerians through iconic campaigns such as “This is Naija where football lives,” innovative partnerships like the MTN/Arsenal collaboration, and a host of initiatives including Football Scholar and football content services.
Since 2021, MTN has served as the Official Communications Partner of the Super Eagles, Falcons, and youth teams, leveraging these relationships to create engaging promotions, digital content, and fan-centric experiences that have brought the national teams closer to the people.
The impact of this partnership is evident in the remarkable achievements of Nigerian footballers in recent years. The nation celebrated as Ademola Lookman and Chiamaka Nnadozie won top CAF awards, the Super Falcons were named Female Team of the Year, and the Super Eagles made a heroic run to the AFCON 2024 finals.
MTN has not only supported these successes but has amplified their significance, turning each victory into a nationwide celebration.During the 2024/2025 English Premier League season, MTN Nigeria took fan engagement to new heights by hosting electrifying watch parties and activating over 300 viewing centres across the country.
These events transformed matchdays into communal gatherings, complete with entertainment, hospitality, and exciting prizes. Major cities such as Lagos, Kano, Abuja, Uyo, Kaduna, and Jos became hubs of football excitement, drawing thousands of fans and influencers.
MTN also reached out to the youth through campus activations, ensuring that the next generation of football lovers felt included and inspired. Fans were rewarded with trips to watch EPL games live, cash prizes, devices, and more, turning every match into a life-changing opportunity.While Nigeria’s football legacy is rich, the need to nurture new talent has become increasingly important. MTN is actively addressing this through its title sponsorship of the Nationwide League One (NLO), Nigeria’s third-tier league and the largest grassroots football platform in Africa.
This initiative engages more than 15 million young Nigerians, providing opportunities for coaching clinics, talent scouting, and community activations that aim to discover and develop the next generation of football stars. By partnering with local stakeholders and government agencies, MTN is embedding itself in the very foundation of Nigerian football, ensuring that its impact is felt from the grassroots all the way to the national stage. “““““MTN’s football initiatives are not just about passion, they are also smart business.
By leveraging football’s massive following, MTN is driving key business objectives, from promoting its 4G and 5G services to increasing awareness of its MoMo and value-added services. Special campaigns have seen MTN sponsor customers to watch the last FIFA World Cup in Qatar, while big bang consumer promotions offer mouthwatering rewards that stimulate conversations and reinforce MTN’s position as the number one football-supporting brand in Nigeria.
As Nigeria prepares for the 2026 FIFA World Cup Qualifiers, MTN is poised to elevate fan engagement even further. Plans are underway to expand watch parties and viewing centres to more cities, create on-ground activations with stadium branding and exclusive meet-and-greet opportunities with national teams, and launch digital campaigns that connect with fans across the country.
These efforts are designed not only to support the national teams but also to deepen the connection between the brand and the millions of Nigerians who live and breathe football.In a country where football serves as a universal language, MTN Nigeria stands out not just as a sponsor, but as a true enabler of dreams, unity, and national pride.
By investing in both the spectacle and the soul of Nigerian football, MTN is helping to write the next great chapter in the nation’s sporting story, one unforgettable experience at a time.
