By Mark Baber
March 25 – The Nigeria Football Federation has issued another condemnation of ambush marketing, claiming it is violating the rights of its main official sponsors who include Diageo-owned Guinness, Adidas, Globacom Communications (which also sponsors Manchester United), Cadbury and Samsung.
NFF’s director of marketing, Idris Adama, had previously lambasted fans saying, “Most of our so-called fans are fair-weather fans who won’t spend even N500 to fill up the stadium in support of their team.”
Speaking in Abuja, he has now turned his attention to ambush marketers saying: “The attention of Nigeria Football Federation has been drawn to several publications, promotions and advertisements in newspapers and in electronic media, with these ambush marketers using the Super Eagles’ brand for commercial exploitation.
“This is not only unwholesome and unprofessional, it is outright illegal. The NFF will not hesitate to institute legal action against such persons and organisations violating with impunity, the rights of our partners, who have continued to invest heavily in the development of Nigeria football.”
NFF’s marketing company, Pamodzi Sports Marketing (PSM) has, according to Adama, been directed to take action against violators.
In the wake of the Super Eagles surprise win at AFCON 2013, Mike Itemuagbor, PSM’s Chairman, had said that he expected Nigeria’s “commercial value and activities to pick up”. However, Nigerian football has since been hit by the unresolved homophobia scandal, as well as ambush marketing, and no new sponsors have been announced despite the Super Eagles’ forthcoming participation in the 2013 FIFA Confederations Cup.
“Some persons and institutions are always looking for shortcuts, which is a shame,” said Adama. “Football is big business and the Nigeria Football Federation would no longer watch as its commercial opportunities are jeopardized by the attitude of some of our corporate establishments.”
Earlier this month, Itemuagbor denied some sponsors abandoned the Eagles prior to the Nations Cup victory, saying “It’s a lie. So far, no sponsor has left us. It is only Afribank that defaulted.”
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