Sports betting company, Bet9ja and Aiteo, an integrated energy company in Nigeria, have been warned to stop ambushing the rights granted by the Nigeria Football Federation (NFF) to its sponsors and partners, which include any promotional, advertising, marketing and other commercial exploitation rights and opportunities in relation to the Federation and the national football teams, including players’ image rights.
This warning was handed down by Pamodzi Sports Marketing Company, NFF’s marketing partner.
In a media statement, Pamodzi said the two companies especially, as well as a few others, have been trying to reap where they did not sow and have continued to associate their products and services with the Super Eagles, one of the properties of the NFF that its sponsors and partners have been granted exclusive rights to.
“The Super Eagles' impressive outing and the inherent potentials shown at the 34th Africa Cup of Nations in Cote d'Ivoire have endeared them to Nigerians and corporate citizens who have been identifying with the team,” says Mike Itemuagbor, the CEO of Pamodzi Sports Marketing Company.
Itemuagbor said Bet9ja's activities around Super Eagles' participation at the AFCON 2023 aimed at raising their brand awareness without the sponsorship rights are unethical and unlawful.
“What Bet9ja has done is infringing Premier Lotto's trademarks and other property rights in relation to the Super Eagles around AFCON 2023. This is unlawful and Pamodzi, as the agency responsible for the implementation of the rights between Premier Lotto and the NFF, will not watch the abuse of the rights Premier Lotto has paid for as the Official Bet Sponsor of the National Teams since 2021".
Itemuagbor insisted the rights granted to Premier Lotto by the NFF are exclusive in that the Federation has not granted and will not grant to any party, similar rights with respect to itself and the national teams, in relation to the Company’s products, services or related products and services.
“The promotional, advertising and marketing and other commercial exploitation rights and opportunities granted Premier Lotto in relation to the national teams cover such products as Lotto Games, Sports Betting and Virtual Games.”
The Pamodzi Sports Marketing CEO also warned Aiteo against future ambushing of any of NFF's properties like they did at AFCON 2023 where the company branded the Nigerian Supporters Club attire at the tournament.
“We appreciate Aiteo's contributions to the success story of the NFF and Nigerian football with its sponsorship activities in the immediate past but the company should consider renewing its sponsorship relationship with the NFF to continue to leverage on NFF properties including the Super Eagles,” said Itemuagbor.
The sports marketing guru added that the NFF has not closed the door to those wishing to associate their brands with the national teams of Nigeria.
“The Super Eagles have renewed our hopes in them with the way they rose up to the challenge at AFCON 2023 in the true 'can do' Nigerian spirit. Corporate organizations and individuals who wish to associate their brands with our national teams are welcome to discuss with us and the NFF, and their rights will be protected.”
Credit: NFF Media
By Olaleye Oluwadamilola