Nigeria Premier Football League clubs are set to benefit directly from a new $7.5 million title sponsorship agreement, with 60 per cent of the proceeds earmarked for the teams to improve players’ wages and welfare.
The three-year deal, worth $2.5 million per season, was unveiled in Abuja on Wednesday, with EUROMATCH announced as the league’s new title sponsor ahead of the 2026/27 campaign. NPFL chairman Gbenga Elegbeleye said the arrangement was designed to ensure the league’s growing commercial value translates into better conditions for footballers.
“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 sponsorship represents a significant commercial boost for the NPFL as it continues reforms focused on strengthening club finances, player welfare, broadcasting, branding and the overall commercial appeal of the domestic league.
Elegbeleye said the league’s commercial strategy was centred on making its players the main attraction 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.
He added that better earnings would be crucial to improving players’ satisfaction and productivity.
Former Sports Minister and Special Adviser to the President on Media and Public Communication, Sunday Dare, described the agreement as a sign that Nigeria’s decision to position sports as a business is beginning to attract major 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 had been supported by a 10-year football master plan aimed at developing the game, attracting foreign direct investment, strengthening its branding and improving its commercial prospects.
He also expressed optimism that the reforms would contribute to stronger performances by Nigeria’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 further disclosed that government funding for sports had increased from N1.9 billion to N76 billion, while stressing that higher public investment must be accompanied by reforms capable of bringing Nigerian sports in line with international standards.
Nigeria Football Federation president Ibrahim Gusau also welcomed the agreement, describing it as an important development for Nigerian football. He said the partnership would strengthen the NPFL and provide greater opportunities for clubs and players, while the NFF would continue supporting efforts to improve the quality, visibility and commercial value of domestic football.
EUROMATCH Group chairman Sadi Semih said the company considers the three-year partnership a strategic investment in Nigerian football. He pledged the group’s commitment to working with the NPFL and other stakeholders to create sustainable value and raise the league’s international profile.
The agreement comes as the NPFL prepares for the 2026/27 season amid continued efforts to improve the financial and commercial structure of domestic football. The league is also set to increase its prize money, with the 2026/27 champions expected to receive a record N1 billion, according to the National Sports Commission.
Former Super Eagles players Daniel Amokachi, Samson Siasia, Austin Eguavoen and Brown Ideye were among the dignitaries who attended the unveiling of the new partnership.
