Nigeria scores the biggest sponsorship deal in African football history

Nigeria has signed a new sponsorship deal with Adidas, scoring the biggest sponsorship deal in African football history.

The Nigerian Football Federation (NFF) announced it had signed a new multi-year deal to return to adidas, ending 11 years of partnership with Nike. In the new partnership, the NFF will receive the at least $8.5m from Adidas annually:

🇳🇬 $4.5m in cash

🇳🇬 $4m in kit supply

🇳🇬 20% of royalties on merchandise sales in Nigeria

This is a significant increase from the recent deal with Nike, where the NFF received $500,000 and $1m in kit supply annually for the 11 year duration, and which was described as now being ‘inadequate to meet the requirements of the federation's national teams’. Prior to this, the highest publicly announced sponsorship for an African team was Morocco with PUMA Group at $1.7m, although reports indicate that Senegal’s undisclosed deal with Puma is much higher at $3m.

With 11 years with Nike, the partnership had a huge cultural impact and produced some of the most creative Nigeria jerseys including the best selling 2018 home jersey [pictured below and modelled by Wizkid] which sold over 3 million units.

Nigeria's Super Eagles have however has a long history - and success! - with Adidas, including:

🏆 1994 Africa Cup of Nations win

⚽ 1994 first World Cup appearance

🏆 2013 Africa Cup of Nations win

So perhaps this partnership may see a return of these successes.

What is clear, is that this new partnership between the NFF and Adidas should usher a new era of sponsorship, where African teams get more equitable and financially viable partnerships and terms.

One thing is for sure, and as the saying goes… Naija no day carry last 🇳🇬!