Sports As Business Working: Sunday Dare Applauds $7.5m NPFL-Euromatch Partnership
The Nigeria Premier Football League (NPFL) has secured a major commercial boost after unveiling Euromatch as its new title sponsor in a three-year partnership worth $7.5 million.
The agreement, unveiled in Abuja on Wednesday ahead of the 2026/27 season, is valued at $2.5 million annually and will see the competition renamed the EuroMatch NPFL.
NPFL Chairman, Gbenga Elegbeleye, disclosed that 60 per cent of the annual sponsorship proceeds will go directly to the 20 participating clubs, with the arrangement designed to improve players’ wages and welfare.
“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 60 per cent allocation amounts to $1.5 million annually for the clubs collectively, providing additional financial support for player welfare, club operations and preparations for the demands of top-flight football.
Elegbeleye stressed that the league’s commercial strategy was centred on players, insisting that footballers should be the major attractions of the NPFL rather than administrators.
“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 added that improved earnings would be crucial to keeping players motivated and productive, while strengthening the overall quality of the domestic league.
Former Minister of Sports and Special Adviser to the President on Media and Public Communication, Sunday Dare, described the deal as evidence that Nigeria’s decision to treat sports as a business was beginning to attract significant investment.
“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 aimed at developing Nigerian football, attracting foreign direct investment, improving branding and increasing the commercial appeal of the sport.
He also linked the reforms to Nigeria’s improved standing in African football, arguing that a stronger domestic league 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 further disclosed that government budgetary allocation for sports had increased from N1.9 billion to N76 billion, while stressing that increased public funding must be accompanied by reforms capable of meeting international standards.
President of the 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 regarded the three-year agreement as a strategic investment in Nigerian football and expressed the group’s commitment to working with the NPFL and other stakeholders to deliver sustainable value and enhance the league’s international visibility.
The partnership comes as the NPFL prepares for the 2026/27 season amid ongoing efforts to improve club finances, player welfare, broadcasting, branding and the overall commercial value of domestic football.
The 2026/27 NPFL champions are also expected to receive a record N1 billion prize, according to the National Sports Commission, further underlining the growing financial ambitions surrounding the league.
Former Super Eagles stars Daniel Amokachi, Samson Siasia, Austin Eguavoen and Brown Ideye were among dignitaries who attended the unveiling of the new partnership.
The Euromatch deal is expected to play a significant role in shaping the next phase of the NPFL, with stakeholders hoping the increased commercial investment will translate into stronger clubs, better player welfare, improved matchday experiences and a more competitive domestic league.
