The Super Eagles has steadily built its brand in the modern football world. This is why so many Nigerian companies are looking to associate with the national football brand. As many of the players are household names, companies like Aiteo and Bet9ja are looking to cash in on the players’ popularity in Nigeria. Why this is not a bad development, it seems that the sponsors are approaching things the wrong way. The Nigeria Football Federation (NFF) marketing partner, Pamodzi Sports Marketing Company has called out some companies for wrong practices.
Contents
- 1 What the real problem is
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- 2 Bet9ja did not have the right to use the team’s products and services
- 3 Pamodzi also sends warning shots to Aiteo
- 4 NFF leaves doors open for more sponsors
What the real problem is
According to Pamodzi, Aiteo (a Nigerian energy company) and Bet9ja ( a Nigerian sports betting company) are looking to capitalize on the team’s success. These sponsors have not been given the right to associate their brand with the team. This “forced” partnership from Bet9ja and Aiteo was coming just after the team’s impressive performance at the Nations Cup of 2024. The team made it to the final of the tournament where they were defeated by hosts, Cote D’ Ivoire. Pamodzi specifically called out Bet9ja, who kept using the team to increase their brand image without getting the necessary rights and permission from the NFF.
Bet9ja did not have the right to use the team’s products and services
Pamodzi continued that Bet9ja infringed on the property rights and trademarks of the genuine sponsors of the team. It said that such a move was unlawful because Premier Lotto was given the exclusive rights to act as the official sponsor of the team. Premier Lotto is another leading sports betting company in Nigeria. The NFF had an agreement with Premier Lotto to be the leading sponsor of the team. However, it seems like Bet9ja was looking to take advantage of this sponsorship deal to increase its brand awareness. Pamodzi said that the NFF had already given the exclusive sponsorship rights to Premier Lotto. This means that it is not willing to share this with any third parties like Bet9ja.
Pamodzi also sends warning shots to Aiteo
Just as it sent some warning to Bet9ja, Pamodzi has also named Aiteo as another company that is engaging in unfair marketing practices. The marketing company accused Aiteo of ambushing properties of the NFF during the AFCON 2023 tournament. The problem here is that Aiteo has branded the attires of the Super Eagles supporters club. This is coming on the heels of Aiteo’s terminated sponsorship agreement with the NFF. Before now, Aiteo had been a leading sponsor of the Super Eagles. However, this is no longer the case. Why the NFF had warned Aiteo to stop ambushing its products and properties, it added that the energy company was always welcome to partner with them. All Aiteo need to do is to go through the proper channels to sponsor the Super Eagles.
NFF leaves doors open for more sponsors
As the brand of the Super Eagles becomes more profitable and likeable, the NFF has received increased interest from potential sponsors of the team. It encourages more Nigerian companies like Bet9ja and Aiteo to partner with the team to ensure proper brand awareness. However, they will have to go through the right channels to get exclusive rights to the properties of the team and other benefits.
