EXCLUSIVE: Nigeria football league faces fresh crisis as StarTimes pulls out of broadcast deal

[iworo]

EXCLUSIVE: Nigeria football league faces fresh crisis as StarTimes pulls out of broadcast deal



This termination is coming just months after its signing in November 2023.

The Nigeria Premier Football League (NPFL) has suffered a significant setback as its official broadcast partner, StarTimes, has terminated its five-year deal worth over N1 billion.

The termination is coming just months after its signing in November 2023.

NPFL Board Chairman Gbenga Elegbeleye declined to comment on the development when contacted by PREMIUM TIMES, stating, “I don’t grant interviews over the phone to people I don’t know.”

However, two StarTimes insiders confirmed the decision with one of them saying, “Yes, it is true (we’ve cancelled the deal). I just spoke to the boss.”

Ambitious deal

The NPFL-StarTimes deal aimed to promote the Nigerian league and increase its visibility.

When it was brokered, the Nigeria Football Federation (NFF) President Ibrahim Gusau expressed optimism that the partnership would drive interest in domestic football, rivalling foreign leagues like the English Premier League.

“We thank God for making this day a reality. It has been our dream and earnest desire to do everything it takes to improve our domestic league.

“Indeed, we cannot say we have achieved that without putting the Premier League first.

“Thank God today we are showing Nigerians and the world that by the grace of God and with the support of our corporate partners like StarTimes we will achieve our dreams,” he said during the November signing ceremony.

Under the agreement, StarTimes was to broadcast two matches per week initially, increasing to four and eventually eight matches per round in subsequent seasons.

The partnership was expected to boost sponsorship opportunities and popularity, with Mr Elegbeleye projecting a N50 million annual increment from 2023 to 2028.


StarTimes Office

Abrupt exit exposes old problems

However, StarTimes’ abrupt exit poses significant challenges for the NPFL, which had begun to regain traction among fans.

While broadcasting the league was a welcomed development, the early signs already indicated another underwhelming campaign, with three Nigerian clubs crashing out of CAF competitions.

Analysts believe the same issues persist because the root causes, such as mismanagement and lack of accountability, are not being addressed.

The NPFL faces fundamental problems, including delayed sponsorship payments, poor player welfare, and financial struggles.

Players often experience delayed salaries, bonuses, and allowances, with some clubs defaulting on the minimum wage of N150,000.

As PREMIUM TIMES previously reported, President Bola Tinubu’s intervention is crucial to salvaging Nigerian football.

With StarTimes’ exit, the NPFL’s future hangs in the balance, and the need for prompt action is important to prevent further decline.

https://www.premiumtimesng.com/sports/f ... -deal.html

[Damunk]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

[EMIR KONGI JAFFI JOFFA]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

Business climate in Nigeria is extremely difficult for companies like Startimes that offer what can be considered a luxury product that’ll cut into household expenses when a loaf of bread is selling for over N1k. Combine that with the low quality football and fan engagement of NPFL teams, it’s easy to see how a sponsor will bail in less than 12months. Startimes simply can no longer afford it.

[Damunk]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

Business climate in Nigeria is extremely difficult for companies like Startimes that offer what can be considered a luxury product that’ll cut into household expenses when a loaf of bread is selling for over N1k. Combine that with the low quality football and fan engagement of NPFL teams, it’s easy to see how a sponsor will bail in less than 12months. Startimes simply can no longer afford it.

I agree.
But you can’t start blaming Gusau or Pinnick for the misfortunes of those companies and their subsequent failure to deliver on promises.
We’ve seen how everybody here seems to know exactly how to get sponsors for Nigerian football which they say the clueless NFF are failing to do. The wider Nigerian economy has a direct impact on the NFF and Nigerian football.

[Bell]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

Business climate in Nigeria is extremely difficult for companies like Startimes that offer what can be considered a luxury product that’ll cut into household expenses when a loaf of bread is selling for over N1k. Combine that with the low quality football and fan engagement of NPFL teams, it’s easy to see how a sponsor will bail in less than 12months. Startimes simply can no longer afford it.

I agree.
But you can’t start blaming Gusau or Pinnick for the misfortunes of those companies and their subsequent failure to deliver on promises.
We’ve seen how everybody here seems to know exactly how to get sponsors for Nigerian football which they say the clueless NFF are failing to do. The wider Nigerian economy has a direct impact on the NFF and Nigerian football.

WHAT I'D LIKE TO KNOW...Was this a handshake deal over bottles of beer in a bar, or was it agreed to as a binding contract with attorneys on both sides? If it was a handshake deal, this is why this could happen. If it was a binding contract, then the NPFL can head to court. Moral of the story: a business arrangement this significant should not be entered into other than as a binding contract. Not even with a friend or family member. Unless, of course, the contract allows StarTimes to pull out under specified conditions.
Bell

[Damunk]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

Business climate in Nigeria is extremely difficult for companies like Startimes that offer what can be considered a luxury product that’ll cut into household expenses when a loaf of bread is selling for over N1k. Combine that with the low quality football and fan engagement of NPFL teams, it’s easy to see how a sponsor will bail in less than 12months. Startimes simply can no longer afford it.

I agree.
But you can’t start blaming Gusau or Pinnick for the misfortunes of those companies and their subsequent failure to deliver on promises.
We’ve seen how everybody here seems to know exactly how to get sponsors for Nigerian football which they say the clueless NFF are failing to do. The wider Nigerian economy has a direct impact on the NFF and Nigerian football.

WHAT I'D LIKE TO KNOW...Was this a handshake deal over bottles of beer in a bar, or was it agreed to as a binding contract with attorneys on both sides? If it was a handshake deal, this is why this could happen. If it was a binding contract, then the NPFL can head to court. Moral of the story: a business arrangement this significant should not be entered into other than as a binding contract. Not even with a friend or family member. Unless, of course, the contract allows StarTimes to pull out under specified conditions.
Bell

From all indications it was a formal, signed agreement with full ceremony and press coverage announced almost exactly one year ago.

Boost for Nigeria League as NPFL signs 5-year N1.06bn broadcast deal with StarTimes
Anthony Nlebem
November 3, 2023

In a bid to boost the coverage of matches in the domestic league, the Nigeria Premier Football League (NPFL) have signed a 5-year broadcast rights agreement with StarTimes in a deal worth N1.06billion

Speaking at the signing ceremony, NPFL Chairman, Honorable Gbenga Elegbeleye said StarTimes will pay an initial N1.06bn in the first year of the sponsorship agreement and an annual increment of N50 million for four years starting from 2023 to 2028.

Elegbeleye thanked StarTimes for partnering with the NPFL noting that the deal will help improve the domestic league as live matches will return to the screens.

“It is a 5-year deal worth N1.06bn with StarTimes, with a N50 million increment annually. They will kick off by broadcasting two matches from November 18 before increasing it to four matches weekly from February 2024, then it will increase to eight matches per week for the rest of the contract,” Elegbeleye said.

https://businessday.ng/news/article/boo ... startimes/

[Bell]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

Business climate in Nigeria is extremely difficult for companies like Startimes that offer what can be considered a luxury product that’ll cut into household expenses when a loaf of bread is selling for over N1k. Combine that with the low quality football and fan engagement of NPFL teams, it’s easy to see how a sponsor will bail in less than 12months. Startimes simply can no longer afford it.

I agree.
But you can’t start blaming Gusau or Pinnick for the misfortunes of those companies and their subsequent failure to deliver on promises.
We’ve seen how everybody here seems to know exactly how to get sponsors for Nigerian football which they say the clueless NFF are failing to do. The wider Nigerian economy has a direct impact on the NFF and Nigerian football.

WHAT I'D LIKE TO KNOW...Was this a handshake deal over bottles of beer in a bar, or was it agreed to as a binding contract with attorneys on both sides? If it was a handshake deal, this is why this could happen. If it was a binding contract, then the NPFL can head to court. Moral of the story: a business arrangement this significant should not be entered into other than as a binding contract. Not even with a friend or family member. Unless, of course, the contract allows StarTimes to pull out under specified conditions.
Bell

From all indications it was a formal, signed agreement with full ceremony and press coverage announced almost exactly one year ago.

Boost for Nigeria League as NPFL signs 5-year N1.06bn broadcast deal with StarTimes
Anthony Nlebem
November 3, 2023

In a bid to boost the coverage of matches in the domestic league, the Nigeria Premier Football League (NPFL) have signed a 5-year broadcast rights agreement with StarTimes in a deal worth N1.06billion

Speaking at the signing ceremony, NPFL Chairman, Honorable Gbenga Elegbeleye said StarTimes will pay an initial N1.06bn in the first year of the sponsorship agreement and an annual increment of N50 million for four years starting from 2023 to 2028.

Elegbeleye thanked StarTimes for partnering with the NPFL noting that the deal will help improve the domestic league as live matches will return to the screens.

“It is a 5-year deal worth N1.06bn with StarTimes, with a N50 million increment annually. They will kick off by broadcasting two matches from November 18 before increasing it to four matches weekly from February 2024, then it will increase to eight matches per week for the rest of the contract,” Elegbeleye said.

https://businessday.ng/news/article/boo ... startimes/

IF THERE'S INDEED A CONTRACT...the NFF should say "live by the contract, compensate us financially or see you in court. Your call".
Bell

[mcal]

When these sponsors renege on their sponsorship commitments, they never suffer repercussions.
Rather the NFF gets 100% of the blame and the corporations know this.
‘Nuttin go happun’

There was some company some years ago that publicly committed to paying the salary of the SE coach.
Plenti fanfare.
After a while, salary begin delay.
Then one day, dem say dem no do again.
Na still NFF everybody blame.

NFF have their faults, but these sponsors seem to be taking the pi$$.

Business climate in Nigeria is extremely difficult for companies like Startimes that offer what can be considered a luxury product that’ll cut into household expenses when a loaf of bread is selling for over N1k. Combine that with the low quality football and fan engagement of NPFL teams, it’s easy to see how a sponsor will bail in less than 12months. Startimes simply can no longer afford it.

I agree.
But you can’t start blaming Gusau or Pinnick for the misfortunes of those companies and their subsequent failure to deliver on promises.
We’ve seen how everybody here seems to know exactly how to get sponsors for Nigerian football which they say the clueless NFF are failing to do. The wider Nigerian economy has a direct impact on the NFF and Nigerian football.

...they say "it takes two to tango". Were the NFA upholding it's end of the contract?

[oluwaseye the 1st.]

I think they are lining up something far bigger and better than the Startimes deal, i got to know this last week. The limited coverage of Startimes is a major issue with the present managers of NPFL.