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World Cup: Nigerian companies in ambush marketing

*Reaping where they never sowed is inglorious

By Olayinka Elebute

The success of the Nigerian Super Eagles, has turned them to the most beautiful bride as far as sponsorship deals are concerned. The federation has enjoyed so much free flow of unmerited sponsorship from those who only keyed into the team’s success as long as sponsorship are concerned.

The good efforts of the Nigerian national football teams has brought to the fore some companies who only want to reap without commitment to sports development in the country.

Only last week the football federation made a breakthrough signing from one of the leading soft drink companies who had never thought it fit to put their investment into football but rather choose to commit a whooping $4million for Nigerian football simply because the Super Eagles will be the shinny light in Russia.

Our finding also can revealed that WAPIC Insurance has laid claims to the sponsorship as the official Insurers of the football federation. Our findings revealed that the company has never been able to commit money to football development but only want to steal the show from the federation as an official sponsor of the leading football federation in Africa.

Just under a week the federation has been courted by Coca-cola whose only romances with football was over a decade ago when they were in the pole position as the sponsor of the Challenge Cup and now an unknown insurance outfit just want a free ride to Russia.

With just Nigeria Super Eagles qualification to the mundial in Russia our sources can also reveal that Cadbury Nigeria is also in line to just cash in on the rich benefit of the Nigerian Super Eagles, but as it has always been with a World Cup year sponsor will only come simply because it’s a World Cup year and only forget that football is a game that needs development. Companies like Aiteo, Wapic, Coca-cola and Cadbury will always come and steal the glory, of the game until the Federal Government will always think of putting in place a policy where sports development will take a place in the heart of the different tiers of government, not a situation where a company will just come and advertise their product without commitment to sports development in Nigeria and Aiteo, Coca-cola, Wapic and Cadbury are looking like organization who want to reap without commitment in Nigeria Sports development.

Surely, the Nigeria Football Federation will want to move forward but the Federal Government are on a sleeping mat and the companies in Nigeria are taking advantage of the government’s lackadaisical attitude towards sports development. If its not properly checked will continued for generations to come and companies will only be visible when its an Olympic year or a World Cup year just to show a temporary show of love to sports promotion whereas, the more urgent is sports development that requires more than just a competition era and that’s simply what Nigerian business outfits look for.

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