Sport sponsorship is fundamental to the development of sport in Nigeria. It is a private initiative that requires the partnership with coporate Nigeria in ensuring that the much needed financial support is given to the sport sector in Nigeria.
Unfortunately, I will say that we have not been able to experience the best of sport sponsorship in Nigeria; what we have is a mere display or show of companies’ affiliation to sport rather than actual sponsorship of sports by corporate Nigeria. Hence, the expected benefits of sport sponsorship is not felt. This can be adduced to so many factors, but for the purpose of this write up I will limit myself to a few identified factors which if properly tackled will give way for more sport sponsorship in Nigeria.
The sponsorship of sport is key if the sport sector is to be revamped and made productive. We need full scale sponsorship because sport requires money to function effectively and failure to access required funds can frustrate and even derail the entire sport programme. Hence, the need to attract sport financiers in the form of sponsors is critical to the survival of the Nigerian sporting sector.
Despite the fact that sport looks attractive from a distance most investors in Nigeria do not appreciate its capacity, they are only motivated to think sport whenever there is a major victory celebration as is currently being witnessed in the country since the victory of the Nigeria Super Eagles as African Champions. Sport sponsorship in Nigeria still has a long way to go and this is affecting the progress of the entire sector because of the failure to get the much needed support from corporate Nigeria. Moreover, It is surprising to observe that most companies in Nigeria are not seen to be identified as strategic partners to any sport unlike what obtains in other countries
This non-partisanship by private companies in Nigeria leads us to one of the factors militating against sport sponsorship, which is ; the Federal Government must be committed to the development of the sport sector in practical terms, not just by mere verbal pronouncements, and this they can do by ensuring that the right legislation is enacted to encourage the full participation of corporate Nigeria in sports sponsorship.
This writer is aware that there was once a bill before the National Assembly to give tax rebates to companies who sponsor sports in Nigeria, but I am unable to confirm its passage into law. If the right framework is put in place and government machinery is activated through the Sports Minister/Chairman National Sports Commission and that of the Minster of Finance who also doubles as the coordinating minister of the economy towards attracting corporate sponsorship to sport in Nigeria, I am optimistic that positive responses will be received from cooperate Nigeria.
As a young boy I was aware that we had in Nigeria certain clubs that were owned by companies in Nigeria. I was also aware that some companies supported sport associations and federations in bankrolling their programmes, unfortunately today we cannot boast of a football club in the Premier League owned and managed by private concerns, rather we have over-relied on government for every sector of sport development.
The business of sport in Nigeria is at its lowest ebb because even the few companies that are investing in sport are unable to boast of breaking even on their investment in sport.
Another fundamental index militating against sport sponsorship by corporate Nigeria is the attitude of some sport managers who are perceived to be of questionable character rather than professionals that are committed to the development of sport in the country. This perception of the managers by corporate Nigeria over the years is not encouraging, and this is where we need to advocate that professionals be allowed to manage sport because it is purely business and no more recreation. The professionalisation of sport management in Nigeria is long overdue; we cannot continue to have people who know next to nothing about sport management coming to manage sports in Nigeria.
There is the need for the National Sports Commission to be given powers by law to regulate and sanction erring sport managers found unworthy both in conduct and character, thus giving some sense of dignity to the sport management profession while also reminding investors that their monies, if and when committed to sport, will be judiciously utilised, knowing that with the infusion of more professional sport managers sport sponsorship contractual agreements will be respected and upheld by all parties.
While commending some corporate organisations that have over the years remained resolute in their commitment to sport sponsorship, despite the various problems associated with sport sponsorship over the years, one cannot but encourage them to continue while looking forward to a better working environment for their investment in sport to give back the much needed return on investment
I do hope that we will stop having a situation where corporate Nigeria will be seen identifying with sport by way of cash donations only when teams or athletes are successful at international competitions. Let genuine sponsors be encouraged to come into the business of sport sponsorship so as to boost the sector and also improve on the general polity of the country. Sport is the fastest vehicle of advertising goods and services which is more effective than paid advertorials.
It is my expectation that the boom of the sport sector will soon be a thing of reality and Nigerian sport will become the pride of Africa and attraction of the World.
