NPFL clubs to get 60% of new $7.5m sponsorship deal

Nigeria Premier Football League clubs will receive 60 per cent of the new $7.5million title sponsorship deal secured by the league, with the funds expected to boost players’ wages and welfare.

The three-year agreement, valued at $2.5m per season, was unveiled in Abuja on Wednesday with EUROMATCH announced as the NPFL’s new title sponsor ahead of the 2026/27 season.

NPFL Chairman, Gbenga Elegbeleye, disclosed the financial arrangement at the unveiling, saying the decision to channel the larger share of the sponsorship proceeds directly to clubs was aimed at ensuring that the league’s commercial growth translated into tangible benefits for players.

“Let me announce to you that the deal is about $2.5m every season from EUROMATCH for three seasons. That is $7.5m,” Elegbeleye said.

“That will help in increasing players’ wages. Of course, we don’t give the money to the clubs ourselves, but 60 per cent goes straight to the clubs. That is the agreement. This must be reflected in the welfare of the footballers.”

The development marks a major commercial boost for the domestic league, which has been undergoing reforms aimed at improving club finances, player welfare, broadcasting, branding and the competition’s overall commercial value.

Elegbeleye said the league administration was deliberately placing players at the centre of its commercial strategy, arguing that footballers, rather than administrators, should be the league’s major attractions.

“In football and in sport generally, the athletes and the players are the attractions, not the administrators. To be honest, there are players that we want to promote, not those of us who are the administrators.

“The fact is that it is not my business to be in the public eye here. The business is about the players. Nigerians should know them. It is not the business of an administrator to be showing his face everywhere. I can be there, but I should appear in the background.

“Let our players shine. Let the world know them. Let our league be known. Those of us behind the scenes, let our work reflect and let our work show,” he said.

The NPFL chairman said improved earnings were essential to making players happier and more productive.

Former Minister of Sports and Special Adviser to the President on Media and Public Communication, Sunday Dare, described the sponsorship as evidence that Nigeria’s decision to treat sports as a business was beginning to attract investment.

Dare commended the NPFL for embracing reforms, noting that the league, clubs, their management and ownership structures, as well as other stakeholders, had sustained the reform process despite the difficulties of the past three years.

“First, I think the NPFL must be commended for embracing change and reforms. I know the last three-plus years have not been easy for them, but they have kept at it,” he said.

“Also, especially the clubs, the management and ownership of the clubs, and the key stakeholders have keyed into that change. And this is what happens when you embrace change that is progressive: you attract investment.

“Seeing this come to life, $7.5m over the next three years is massive. But also, it speaks to the effort we made when we classified sports as a business.”

Dare said the sports-as-business policy was complemented by a 10-year football master plan designed to develop Nigerian football, attract Foreign Direct Investment, improve branding and increase the commercial appeal of the sport.

He stated that the reforms had also contributed to Nigeria’s improved standing in African football, adding that stronger domestic football could have a positive impact on the national teams.

“I think that will also impact what we see in our national teams—the Super Eagles, the Under-20, Under-17 and others,” Dare said.

Dare also linked the development to increased government funding for sports, saying budgetary allocation had risen from N1.9bn to N76bn.

He, however, stressed that increased public funding must be matched by reforms capable of meeting international standards.

The President, Nigeria Football Federation, Ibrahim Gusau, also described the agreement as a major boost for Nigerian football, saying it would strengthen the NPFL and create greater opportunities for clubs and players.

Gusau said the NFF would continue to support initiatives aimed at improving the standard, visibility and commercial value of domestic football.

Group Chairman of EUROMATCH GROUP, Sadi Semih, said the company viewed the three-year agreement as a strategic investment in Nigerian football.

He said the group was committed to working with the NPFL and other stakeholders to ensure that the partnership delivered sustainable value and increased the international visibility of the league.

The development comes as the NPFL prepares for the 2026/27 season amid wider efforts to strengthen the financial and commercial structure of domestic football.

The league has also moved to increase the financial rewards available to clubs, with the 2026/27 champions expected to receive a record N1bn prize, according to the National Sports Commission.

Former Super Eagles stars Daniel Amokachi, Samson Siasia, Austin Eguavoen and Brown Ideye were among dignitaries at the unveiling of the new partnership.