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Nigerian Football

Negative Effect of Ambush Marketing on Sport Assets

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By Andrew Ekejiuba

One of the most persistent challenges sports assets face globally is how best to curb the activities of ambush marketers. As the name implies, ambush marketing is a parasitic promotional strategy in which an advertiser “ambushes” an event to compete for visibility against official sponsors.

Another school of thought describes ambush marketing as a tactic through which a company aligns itself with a major event, such as the Olympics, the FIFA World Cup, or leading football leagues, without paying the official sponsorship fees, thereby diverting attention from legitimate sponsors.

This is often achieved by “piggybacking” on an event’s popularity through clever but unofficial advertising techniques, such as sponsoring athletes, hosting fringe events, or running themed campaigns that create a false sense of affiliation.

Numerous high-profile examples across global sport illustrate the harmful effects of this practice, hence the need for this second part of this subject matter.

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Fundamentally, ambush marketers operate by creating a commercial link to an event without acquiring the rights. They target large and widely viewed sporting events, and they gain visibility through the backdoor by capitalizing on the event’s audience, prestige, and goodwill. Typical methods include sponsoring participants, staging promotional activities near official venues, hosting event-themed parties, or deploying aggressive social media tie-ins.

However, the dangers associated with ambush marketing are substantial, legally, ethically, and commercially. These practices undermine the exclusivity purchased by official sponsors and can mislead consumers regarding the authenticity of a brand’s connection to the event.

In many jurisdictions, including Nigeria, these actions may constitute trademark infringement or unfair competition, exposing offending companies to litigation, regulatory sanctions, and reputational damage.

Ambush marketing manifests in several forms, each carrying different levels of legal and ethical exposure:

1. Direct Ambush Marketing: Explicitly attempting to associate with an event, often by infringing on trademarks or protected intellectual property.

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2. Predatory Ambushing: Intentionally attacking or overshadowing a competitor’s official sponsorship to divert attention.

3. Trademark Infringement: Unauthorized use of official event logos, names, symbols, or slogans.

4. Self-Ambushing: When an official sponsor exceeds its contractual rights by engaging in additional promotional activities not permitted under the sponsorship agreement.

5. Indirect Ambush Marketing: Subtle tactics that evoke the event without using protected IP or claiming sponsorship.

6. Ambush by Association: Using imagery, themes, colours, or cultural cues that create an implied link to the event.

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7. Values Ambushing: Aligning a campaign with the broader values or themes of an event (e.g., female empowerment during a major women’s sporting event) to create emotional association.

8. Intrusion/Distraction: Executing marketing activities or placing advertisements in or around designated “clean zones” to capture attention that should rightfully accrue to official sponsors.

In summary, the most effective way to avoid the legal and reputational risks associated with ambush marketing is for brands to engage transparently and invest in official sponsorship arrangements.

Whether for major properties such as the Nigeria Premier Football League (NPFL) or the President’s Federation Cup (PFC), authentic sponsorship ensures compliance with trademark and intellectual property laws and promotes a fair commercial environment.

Companies that attempt to leverage events through ambush tactics often face litigation, financial penalties, and long-term damage to corporate credibility.

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Andrew Ekejiuba is the GTI Head of Media and Publicity

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Kunle Solaja is the author of landmark books on sports and journalism as well as being a multiple award-winning journalist and editor of long standing. He is easily Nigeria’s foremost soccer diarist and Africa's most capped FIFA World Cup journalist, having attended all FIFA World Cup finals from Italia ’90 to Qatar 2022. He was honoured at the Qatar 2022 World Cup by FIFA and AIPS.

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Nigerian Football

GTI Backs NSC, NFF Move to Boost NPFL Prize Money

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As the countdown begins for the commencement of the 2026/27 Nigeria’s lead football league’s season, strategic partners of the Nigeria Premier Football League (NPFL), GTI Asset Management & Trust Limited, have welcomed plans by the National Sports Commission (NSC) and the Nigeria Football Federation (NFF) to significantly increase the prize money for Nigeria’s top-flight football competition, describing the move as a major step towards strengthening the domestic game.

The proposed increase, recently announced by the country’s football authorities, is expected to enhance competition among clubs and improve the league’s attractiveness to investors and corporate sponsors.

In a statement issued on Wednesday, GTI’s Head of Media and Publicity, Andrew Ekejiuba, said the initiative demonstrated a renewed commitment by Nigerian sports administrators to reposition the NPFL as a commercially viable and globally competitive league.

“GTI commends this progressive initiative. Increasing the NPFL prize money sends a strong statement of intent that will undoubtedly motivate clubs, improve competitiveness and send the right signals to investors and stakeholders about the future of Nigerian football,” Ekejiuba said.

He added that additional financial support from the NSC would further strengthen league operations and accelerate ongoing reforms.

GTI, which has been involved in the league’s restructuring and commercial development over the past four years, also reaffirmed its commitment to supporting efforts aimed at transforming the NPFL into one of Africa’s leading football competitions.

According to Ekejiuba, the company has worked alongside the NPFL Board to improve corporate governance, enhance commercial opportunities and increase investor confidence in the league.

“The contributions of GTI Group cannot be overlooked. Over the last four years, we have remained steadfast in supporting the NPFL and helping to lay the foundation for a more structured, commercially viable and globally competitive football league,” he said.

The company stressed that collaboration among the NSC, NFF, NPFL Board and private-sector stakeholders would be critical to sustaining progress.

While welcoming the planned increase in prize money, GTI cautioned that deeper structural reforms would still be required to unlock the league’s full potential.

“It is not yet time to celebrate because there is still a great deal of work to be done,” Ekejiuba said.

He identified improved governance, club licensing, infrastructure development, broadcast production, content and data management, financial accountability and fan engagement as key areas requiring continued attention.

GTI said its long-term objective remains the creation of an accountable and transparent football ecosystem capable of attracting greater corporate investment and sponsorship into Nigerian football.

The company also noted that the current financial value of the NPFL, including the recently announced grant support, represents only a fraction of the league’s potential earnings.

“This collaboration between the NSC and NFF further complements the efforts of the NPFL Board and GTI. We welcome more partners to join this transformation journey because the current value, including the grant recently announced, represents less than two per cent of the league’s overall potential revenues which we expect to unlock over the next five years,” Ekejiuba said.

The latest endorsement from GTI comes as stakeholders intensify efforts to improve the commercial profile of the NPFL and position it as a stronger contributor to the growth of Nigeria’s football industry.

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Nigerian Football

Tributes Flow as Nigeria Bids Farewell to Coaching Icon Onigbinde

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Prominent Nigerians from all walks of life gathered at Saint Stephen’s Cathedral, Modakeke, on Friday to pay their final respects to former Super Eagles coach and ex-Nigeria Football Federation (NFF) Technical Director, Chief Adegboye Onigbinde, whose burial rites drew dignitaries from across the country.

The solemn ceremony attracted top government officials, traditional rulers, political leaders, academics, philanthropists, religious figures, business executives, retired civil servants, former Nigeria internationals and football administrators, all united in celebrating the life and legacy of one of Nigeria’s most influential football personalities.

Tributes poured in for the late tactician, remembered as a pioneer who broke barriers for indigenous coaches in Nigerian football. Onigbinde was the first Nigerian coach to lead the country’s senior national team to the Africa Cup of Nations final and the first indigenous coach to take the Super Eagles to the FIFA World Cup finals.

Clergy members who officiated at the funeral service described the Modakeke High Chief as a man of integrity, discipline and service, whose influence extended beyond Nigeria to the global football community.

Beyond his achievements with the national team, Onigbinde served as Technical Adviser to the Trinidad and Tobago Football Association and later rose to become a Technical Advisor to FIFA.

Representing the NFF, former Super Eagles captain and current Technical Director, Augustine Eguavoen, paid glowing tribute to the late coach, describing him as a mentor who played a significant role in shaping his football career.

“Chief Onigbinde had a tremendous impact on my footballing career,” Eguavoen said. “He was a pathfinder who elevated the status of indigenous coaches through his intellect, professionalism and dedication to the game.

“The NFF recognises and appreciates his immense service to our country. He rose to the pinnacle of the coaching profession through hard work, discipline and commitment. He was a towering figure in coaching, not only in Nigeria but globally.

“He was the first Nigerian to lead our Eagles to silver medals at the Africa Cup of Nations and the first indigenous coach to guide the team at the FIFA World Cup. Even after retirement, he continued to contribute immensely as a resource person during NFF coaching programmes. His legacy is enduring and impressive.”

Eguavoen added that the nation and the football community would continue to cherish the contributions of the late coach while praying for the peaceful repose of his soul.

Former Nigeria captain and member of the NFF Technical and Development Committee, Dr Felix Owolabi, also extolled Onigbinde’s qualities, describing him as a courageous leader, an exceptional mentor and a man of unquestionable integrity whose knowledge of football earned him widespread respect.

Among those present at the funeral were former NFF General Secretary Ambassador Fanny Amun, NFF Director of Communications Dr Ademola Olajire, former Super Eagles captain Mutiu Adepoju, representatives of the Osun State Government, traditional rulers, former international players and ex-members of Shooting Stars Sports Club of Ibadan, where Onigbinde made a lasting impact both as coach and administrator.

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Dignitaries, football administrators, former internationals, traditional rulers and community leaders attend the burial rites of former Super Eagles coach and ex-Nigeria Football Federation Technical Director, Chief Adegboye Onigbinde, at Saint Stephen’s Cathedral, Modakeke, Osun State, on Friday, paying tribute to one of Nigeria’s most influential football figures.

The Nigeria Football Federation also demonstrated its support for the family by making a financial contribution towards the funeral arrangements.

Widely regarded as one of the architects of modern Nigerian coaching, Chief Onigbinde leaves behind a rich legacy of service, excellence and pioneering achievements that helped shape the development of football in Nigeria and beyond.

For many gathered in Modakeke on Friday, the farewell was not only a burial ceremony but also a celebration of a life devoted to the growth of the beautiful game.

 

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Nigerian Football

Osimhen Clarifies Absence from Super Eagles Friendlies, Dismisses Transfer Speculation

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Nigeria striker Victor Osimhen has moved to clarify the circumstances surrounding his absence from the Super Eagles’ forthcoming international friendly matches against Poland and Portugal, insisting that recent comments by head coach Eric Chelle were misunderstood.

The Galatasaray forward will not be part of Nigeria’s squad for the two high-profile friendlies this month, a development that sparked speculation after Chelle suggested that the striker was focused on resolving issues relating to a possible transfer.

While explaining the absence of key players from his squad, Chelle remarked that Osimhen could be on the verge of changing clubs, prompting widespread reports linking the Nigerian star to a move away from Turkish champions Galatasaray.

“We miss two players because Victor Osimhen may be about to change clubs,” Chelle had said.

The comments fuelled fresh speculation about the future of the 27-year-old striker, who has been linked with several top European clubs following another prolific season in Turkey.

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However, Osimhen has now sought to calm the situation, revealing that he personally contacted the Super Eagles coach to discuss the remarks and clear up any misunderstanding.

In a statement posted on his Instagram Story, the Nigerian international stressed that Chelle’s comments had been taken out of context and did not reflect any intention to create controversy surrounding either his future or Galatasaray.

“I just got off the phone with Coach Eric Chelle regarding the comments about me in his recent interview,” Osimhen wrote.

“Unfortunately, his words have been taken out of context and blown out of proportion. He has great respect for Galatasaray, follows most of our games, and never intended to create any controversy.

“I appreciate the conversation, the opportunity to always represent my country, and I look forward to continuing to work with him. He is a great coach whom I respect a lot, and I kindly ask everyone to disregard the speculation surrounding this matter.”

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Osimhen’s statement effectively confirms that his absence from the friendlies against Poland and Portugal should not be interpreted as a sign of tension with the national team setup. Rather, it appears to be a mutually understood arrangement as the striker manages personal and professional commitments during the transfer window.

The former Napoli star remains a central figure in Chelle’s plans as Nigeria continues preparations for the 2026 FIFA World Cup qualifying campaign and the 2027 Africa Cup of Nations.

For now, the Super Eagles will take on Poland and Portugal without their leading marksman. Still, Osimhen has reaffirmed both his commitment to Nigeria and his strong working relationship with the national team coach.

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