NPFL clubs to receive 60% of $7.5m Euromatch sponsorship deal

Nigeria Premier Football League clubs will receive 60 per cent of the league’s new $7.5 million title sponsorship agreement with EUROMATCH, in a development expected to improve players’ wages and welfare.

The three-year partnership, unveiled in Abuja on Wednesday, is worth $2.5 million per season and will see EUROMATCH become the NPFL’s new title sponsor ahead of the 2026/27 campaign.

NPFL Chairman Gbenga Elegbeleye disclosed the financial arrangement at the unveiling, explaining that the decision to allocate the larger share of the sponsorship proceeds to clubs was designed to ensure that the league’s commercial growth directly benefits players.

He said the agreement would provide clubs with additional resources to improve the welfare and earnings of their players.

60 per cent to go directly to clubs

Elegbeleye said the sponsorship agreement is worth $2.5 million annually for three seasons, bringing the total value of the deal to $7.5 million.

He explained that 60 per cent of the proceeds would go directly to the participating clubs, with the arrangement expected to have a positive impact on players’ salaries and welfare.

“That will help in increasing players’ wages. Of course, we don’t give the money to the clubs ourselves, but 60 per cent goes straight to the clubs. That is the agreement. This must be reflected in the welfare of the footballers,” he said.

The NPFL chairman stressed that footballers should remain at the centre of the league’s commercial strategy, arguing that players are the major attractions of the competition.

He called for greater attention to promoting domestic players and ensuring that their performances receive more visibility locally and internationally.

“In football and in sport generally, the athletes and the players are the attractions, not the administrators,” Elegbeleye said.

He added that the league’s administrators should work behind the scenes while allowing the players and the competition to take centre stage.

Deal expected to strengthen domestic football

The sponsorship represents a major commercial boost for the NPFL as the league continues efforts to improve club finances, player welfare, broadcasting, branding and the overall value of domestic football.

Elegbeleye said improved earnings would help create better conditions for players and potentially make them happier and more productive.

The development comes amid broader reforms aimed at making the NPFL more financially sustainable and attractive to investors.

Former Minister of Sports and Special Adviser to the President on Media and Public Communication, Sunday Dare, described the agreement as evidence that Nigeria’s decision to treat sports as a business was beginning to attract significant investment.

Dare commended the NPFL for sustaining its reform programme despite the challenges faced by the league, clubs and other stakeholders over the past three years.

Dare links investment to sports reforms

Dare said the $7.5 million sponsorship deal demonstrated what could be achieved when sports organisations embraced progressive reforms.

He noted that the league, clubs, their management and ownership structures had all played important roles in supporting the reform process.

“Seeing this come to life, $7.5m over the next three years is massive. But also, it speaks to the effort we made when we classified sports as a business,” he said.

According to Dare, the sports-as-business policy was complemented by a 10-year football master plan designed to develop the sector, attract foreign direct investment, strengthen branding and increase the commercial appeal of Nigerian football.

He added that improvements in domestic football could also have a positive effect on the country’s national teams, including the Super Eagles and the various age-grade teams.

Dare also pointed to increased government funding for sports, saying budgetary allocation had risen from N1.9 billion to N76 billion.

He, however, stressed that increased government spending must be accompanied by reforms that would enable Nigerian sports to meet international standards.

NFF backs new partnership

Nigeria Football Federation President Ibrahim Gusau described the EUROMATCH agreement as a major boost for Nigerian football.

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

He assured that the NFF would continue supporting initiatives designed to improve the standard, visibility and commercial value of domestic football.

Group Chairman of EUROMATCH GROUP, Sadi Semih, described the agreement as a strategic investment in Nigerian football.

Semih said the company was committed to working with the NPFL and other stakeholders to ensure that the partnership delivered sustainable value while increasing the league’s international visibility.

The agreement comes as the NPFL prepares for the 2026/27 season, with the league continuing its efforts to improve the financial and commercial structure of domestic football.

The National Sports Commission has also announced that the 2026/27 NPFL champions are expected to receive a record N1 billion prize, further highlighting efforts to increase the financial rewards available to clubs.

Former Super Eagles stars Daniel Amokachi, Samson Siasia, Austin Eguavoen and Brown Ideye were among the dignitaries who attended the unveiling of the new EUROMATCH-NPFL partnership.