Love it or hate it, the NPFL is still not a profitable venture for most participating clubs. This reality forces many teams to seek partnerships to lighten the financial burden of competing in the league. It always makes me wonder how privately owned clubs like Remo Stars manage to hold their own against government-funded giants like ours. It’s no surprise that clubs like FC Ifeanyi Ubah and MFM FC are now defunct, while Sporting Lagos and Doma United were relegated last season and didn’t even indicate interest in taking up Beyond Limits’ relinquished slot. Still, we saw some hope last season as clubs started securing sponsorships, a much-needed step forward.
This season, we’ve made a major breakthrough by becoming the first NPFL club with a back sponsor, Triomarkets, and even some of the newly promoted teams have managed to attract sponsors as well. This is a clear sign of growth, and we should all applaud it. We’re finally inching towards a more sustainable league. But, just as we’re making progress, new obstacles seem to emerge. Yesterday, the NPFL board released a memo, and here’s an excerpt from the statement signed by the COO:
“All rights contracts to be entered into by any Club shall first be subject to the vetting and approval of NPFL, before execution. This rule serves as a safeguard to help prevent such abuses, and we expect strict adherence moving forward.”
“We wish to draw your attention to the growing incidence of unauthorized ambush marketing activities at NPFL match venues by unaffiliated brands. These actions severely undermine the marketing efforts aimed at securing sponsorships for the league and go against the collective interests of the league and all participating clubs.”
“We are happy to see our clubs engage in raising their revenue base, but please ensure that all marketing activities at your match venues are properly authorized by the league to maintain the integrity and commercial value of the NPFL.”
In other leagues around the world, clubs can collaborate with brands that aren’t directly affiliated with the league itself, and it’s not seen as ambush marketing. Take the Premier League or La Liga, for example. Clubs can have their own sponsorships alongside league-sponsored awards like Man of the Match or Player of the Month. These independent partnerships don’t interfere with the league’s commercial activities, so why is it viewed differently here?
It’s understandable that the NPFL board wants to maintain control over the league’s marketing and sponsorship landscape. Ensuring that all clubs follow a standardized approach helps safeguard the integrity of league-wide deals and prevents conflicts of interest. The vetting process outlined in the memo is a good step towards making sure clubs work with reputable brands. It also ensures that league-wide commercial interests are protected. However, it’s important that this process encourages clubs to seek new partnerships rather than slowing down their efforts.
As the league grows, there should be room for clubs to explore individual marketing opportunities that don’t undermine the collective goals. These sponsorships can complement league-wide deals and even add more value to the NPFL. Encouraging a collaborative approach between clubs and the league body will help create a win-win situation for everyone.
Let’s focus on building a stronger league together, with clubs and the NPFL working hand in hand to grow the commercial side of the sport. This is how we can attract more brands, increase visibility, and ultimately strengthen the NPFL’s financial foundation.
Meanwhile, on the pitch, we’re gearing up for our CAF Confederations Cup clash in Bamako against Étoile Filante. After that, we’ll head back home for our first NPFL fixture in Aba against Lobi Stars. The season is just beginning, and we’re ready to take on all challenges, both on and off the field!
‘EnyimbaEnyi
