Foremost sales executive and Nigerian brand and marketing expert, Olatomiwa Lawal, has called on football clubs across the country to develop sustainable commercial structures, insisting that sponsorship remains the key to easing the financial burden on privately owned clubs, Platinum News is reporting
Speaking on the commercial realities of Nigerian football, Lawal challenged the popular notion that sponsorship alone is the starting point for financial sustainability.
According to him, sponsorship is often the outcome of a well-structured commercial sports property rather than its foundation.
“As this season comes to an end, what would you say is the biggest commercial challenge facing your club or academy?” he asked.
Lawal, stressed that sponsorship could eliminate up to 80 per cent of the financial challenges confronting most privately owned football clubs in Nigeria.
He cited the recent partnership between Ranchers Bees FC and AA RANO Oil as an example, noting that the deal had addressed the club’s transportation challenges.
“Look at Ranchers Bees that just signed a deal with AA RANO Oil. The issue of having no fuel to travel for away games is over,” he said.
He said sponsorship does not necessarily have to come in the form of cash, explaining that product partnerships can also reduce operational costs.
“Even if it’s just to have a bottled water company’s logo at the back of your shorts and that company provides bottled water for the club, that is also sponsorship instead of relying solely on the owner’s purse,” he said.
Lawal also expressed concern over the financial struggles of some clubs, revealing that one team preparing for the ongoing Nigeria National League (NNL) playoffs was still unable to secure adequate funding despite being backed by a state government.
“I know a particular club that is travelling for the playoffs from tomorrow, and the team is still stranded for funds since the governor, who is the sponsor, is not interested in sports, let alone the NNL playoffs,” he stated.
He urged clubs to embrace commercial partnerships and diversify their revenue streams to ensure long-term sustainability and reduce dependence on government funding or individual owners.