Nigeria Premier Football League (NPFL) clubs will receive 60 per cent of the league’s new $7.5 million title sponsorship deal with EUROMATCH, with the funds expected to improve players’ wages and welfare.
The three-year partnership, worth $2.5 million 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 details at the unveiling, saying the decision to direct the larger share of the sponsorship revenue to clubs was aimed at ensuring that the league’s commercial growth translates into better conditions 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 deal represents a significant commercial boost for the domestic league, which has undergone reforms in recent years aimed at improving club finances, player welfare, broadcasting, branding and the overall commercial value of the competition.
Elegbeleye said the league’s commercial strategy was deliberately centred on the players, arguing that footballers should be the primary attraction of the competition rather than its 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 were essential to boosting players’ morale, welfare and productivity.
Former Minister of Youth and Sports Development 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 significant investment.
Dare commended the league’s governing body for embracing reforms, noting that the NPFL, its clubs, management and ownership structures, as well as other stakeholders, had sustained the process despite challenges over 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 aimed at developing Nigerian football, attracting foreign direct investment, strengthening branding and improving the commercial appeal of the sport.
He added that the reforms had contributed to Nigeria’s improved standing in African football and could ultimately benefit the country’s 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 N1.9 billion to N76 billion.
He, however, stressed that increased public funding must be accompanied by reforms capable of bringing Nigerian sports in line with international standards.
President of the Nigeria Football Federation (NFF), Ibrahim Gusau, also described the agreement as a major boost for Nigerian football, saying it would strengthen the NPFL and create more opportunities for clubs and players.
Gusau assured that the NFF would continue to support initiatives aimed at raising 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.
He said the group was committed to working with the NPFL and other stakeholders to ensure that the partnership delivered sustainable value and enhanced the league’s international visibility.
The partnership comes as the NPFL prepares for the 2026/27 season amid broader efforts to strengthen the financial and commercial foundation of domestic football.
The league is also set to increase the financial rewards for participating clubs, with the 2026/27 champions expected to receive a record N1 billion prize, according to the National Sports Commission.
Former Super Eagles stars Daniel Amokachi, Samson Siasia, Austin Eguavoen and Brown Ideye were among the dignitaries who attended the unveiling of the partnership.
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