By Tunji Faleye

Despite the fact that sports have become a powerful marketing and engagement tool around the globe, many Nigerian brands still hesitate to dive into sports sponsorships and partnerships. Interestingly, while companies in Europe, North America, North Africa and even South Africa are harnessing the power of sports to forge emotional connections and foster brand loyalty, most Nigerian firms have continued to sit as spectators observing.

According to Statista, the global sports sponsorship market was valued at $97.35 million dollars in 2022. It had already been on a steady ascent for years to reach that point. And in 2023, the market value climbed to $105.47 billion. Sadly, Nigeria’s contribution to the global sport sponsorship is insignificant, as the whole of Africa, inclusive of Nigeria, contributes less than $2 billion to this market.

When asked why brands in the country are not making use of the sport activities to engage their consumers,  Dotun Akinyemi, a Lagos based marketer and sport enthusiast said the major challenge is the issue of return on investment (ROI).


 Image credit: NFF

“A major reason brands steer clear of sports partnerships in Nigeria is the difficulty in measuring returns. Unlike digital or traditional advertising campaigns, which can be tracked through metrics like reach, impressions, or conversions, the outcomes of sports sponsorships often feel intangible. Many marketing managers find it tough to justify the expenses to their higher-ups, especially in a business climate that favours quick wins,” he said.

Akinyemi said many brands do hesitate to partner or sponsor sport events due to weak sport administration and governance.  According to him, frequent leadership changes, internal crises, and a lack of transparency in many sports federations make corporate sponsors wary. He added, “brands worry about potential reputational damage and financial losses stemming from mismanagement or unmet contractual obligations. This erosion of trust has led companies to favour safer, more predictable avenues like music, entertainment, or social media influencers over sport events.

Image credit:Athletics Federation of Nigeria
 

To Uche Christain, an economist resident in Lagos, the economic landscape in Nigeria is tough, and rising operational costs are putting a squeeze on marketing budgets. “For many brands, sponsorships are viewed as a luxury rather than a necessity. Companies often prioritize creatively well-packaged events that promise immediate sales over brand development that sports can offer,” he said.

Christain further added that lack of professional marketing integration is also militating against brands’ involvement in sport sponsorship.  Especially, when sports marketing in the country is still finding its footing. According to him, “Many rights holders lack the know-how to effectively package and sell sports properties in a way that attracts corporate brands. Without solid data, audience insights, or a clear analysis of brand compatibility, sponsorship proposals can come off as vague or unprofessional,” he concluded

A Lagos based sports markerter, Adeolu Supo who was concerned about the brand safety when sponsoring any sport event said, “Issues like crowd violence, poor event management, and inadequate facilities can really put a damper on brand safety. No company wants to be linked to chaos or controversy. Until organisers of sports events step up their game in terms of professionalism and the overall experience for spectators, brands will likely remain hesitant”.

He disclosed further that lack of strategic partnership in planning any sport event is also detrimental.

He said, “In Nigeria, most sports partnerships tend to be more transactional than strategic, and brands are often approached for one-off events, leaving little opportunity for long-term collaboration or creating shared value. This focus on short-term gains hinders the development of deeper partnerships that could foster stronger brand loyalty and fan engagement,” he concluded.

Way forward

To attract brands’ partnership and sponsorship of sport events, analysts suggest that, sports organizations and sports marketers need to elevate their operations, enhance good governance, and clearly communicate the value they offer to potential sponsors.

They advise brands to start seeing sports as more than just entertainment, but a cultural and emotional platform that can drive meaningful consumer engagement.

They suggest that with Nigeria's large youth demographic and their passion for sports, the potential is immense — but tapping into it requires trust, structure, and a shared vision from both sides.

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