ICYMI: NPFL lands $7.5m sponsorship deal, 60% revenue to clubs

Nigeria’s top-flight football league, the Nigeria Premier Football League (NPFL), has secured a $7.5 million three-year title sponsorship deal with EUROMATCH.

The partnership, valued at $2.5 million per season, was unveiled in Abuja on Wednesday, with 60 per cent of the sponsorship proceeds set to go directly to participating clubs.

The funds are expected to support players’ salaries and welfare, as well as club operations, as the NPFL seeks to strengthen its commercial footing.

NPFL Chairman, Gbenga Elegbeleye, said the deal represented a major step in the league’s efforts to become commercially viable and globally competitive.

He said the players must be the main beneficiaries of the league’s commercial growth.

“We want the world to know our players. Let our league be known. Those of us behind the scene, let our work reflect and let our work show,” he said.

Elegbeleye added that increased revenue could improve players’ welfare and wages while making the NPFL more attractive to talented footballers who might otherwise seek opportunities abroad.

The agreement comes amid calls for the NPFL to reduce its reliance on government funding and limited commercial income by developing a stronger business model.

Former Minister of Sports and Special Adviser to President Bola Ahmed Tinubu on Media and Public Communication, Sunday Dare, described the deal as evidence that efforts to treat sports as a business were beginning to produce results.

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Dare said the $7.5 million partnership demonstrated the commercial potential of Nigerian football.

He said the NPFL, clubs, owners and management teams had maintained the reform process despite challenges over the past three years.

Dare recalled that the Federal Government classified sports as a business under the National Sports Policy about four and a half years ago.

He said a 10-year football master plan complemented this focused on developing the sector, attracting foreign direct investment and improving the commercial appeal of Nigerian football.

The former minister also said government funding for sports had increased from N1.9 billion to N76 billion.

However, Dare cautioned that increased funding must be matched by reforms aligned with global standards to ensure sustainable value from the sports industry.

Nigeria Football Federation (NFF) President, Ibrahim Gusau, described the sponsorship as a major boost for Nigerian football.

Gusau said the partnership would strengthen the NPFL and create greater opportunities for clubs and players.

He assured that the NFF would continue to support reforms aimed at improving the standard, visibility and commercial value of domestic football.

He also urged stakeholders to work together to sustain the momentum created by the investment.

For EUROMATCH GROUP, Group Chairman Sadi Semih described the agreement as more than a commercial arrangement.

Semih said the company was pleased to partner with the NPFL, describing the three-year deal as a strategic investment in Nigerian football and an opportunity to contribute to the league’s growth and international visibility.

He pledged the company’s commitment to working with the NPFL and other stakeholders to ensure the partnership delivers sustainable value.

The unveiling was attended by key figures in Nigerian football, including former Super Eagles stars Daniel Amokachi, Samson Siasia, Austin Eguavoen and Brown Ideye.

With 60 per cent of the sponsorship revenue earmarked for clubs, the deal is expected to have a direct impact on the financial position of participating teams as the NPFL prepares for the 2026/27 season.

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