The Nigeria Premier Football League (NPFL) has struck a historic deal with StarTimes, a renowned media company, to broadcast the country’s league matches to homes across Nigeria. The five-year broadcast agreement, valued at a staggering N1.6 billion, promises to transform the landscape of Nigerian football. This momentous contract was officially confirmed during a contract signing ceremony held in Abuja, with prominent officials from NPFL and the Nigeria Football Federation (NFF) in attendance.
Nigeria Premier Football League’s Vision Football Excellence
Ibrahim Gusau, the President of the NFF, led the delegation of Nigeria Premier Football League (NPFL) board members at the contract signing ceremony. In his remarks, he emphasized the commitment to promoting and developing the Nigerian league to a global audience. “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,” said Gusau. He added, “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.”
The key objective of this broadcast partnership is to enhance the popularity and viewership of the NPFL, thereby driving the interest of football fans in Nigeria towards their domestic league rather than foreign counterparts like the English Premier League (EPL).
Delays and Due Diligence
While the initial plan was to conclude the partnership deal at the start of the 2023/2024 NPFL season, it was delayed due to extensive due diligence. Gusau explained, “It has indeed taken a very long time for us to get here, and it was our intention that this partnership commence before the beginning of the 2023/2024 NPFL season. We had to go through a painstaking and thorough due diligence to make sure we give Nigerians the best as far as promoting our domestic league is concerned. That is why we couldn’t conclude this deal until today.”
Broadcast Expansion and Increased Popularity
Gbenga Elegbeleye, the Chairman of the Nigeria Premier Football League board, revealed that the deal with StarTimes would gradually increase in scope. The initial phase will see two matches per week broadcast live, commencing from November 18, 2023, as a test run for the broadcast. From February 18, 2024, this will expand to four matches per round for the 2023/2024 NPFL season and the 2024/2025 season. Subsequently, it will escalate to eight matches per round in the 2025/2026, 2026/2027, and 2027/2028 seasons.
This extended coverage demonstrates a strong commitment to promoting the Nigeria Premier Football League and elevating its visibility within the sports media landscape. The expectation is that this positive development will significantly enhance the league’s viewership, attracting a larger audience. Furthermore, it will open up new sponsorship opportunities and boost the overall popularity of Nigerian football.
Joshua Wang, the CEO of StarTimes Nigeria, expressed his enthusiasm for this landmark broadcast rights deal for the NPFL. He emphasized that this partnership represents a win-win situation for both parties.
StarTimes, known for its commitment to the growth of the sports industry in Nigeria, is poised to provide more value and variety to its subscribers in terms of sports content. Wang also highlighted that promoting and developing the league is not just a business goal but a social responsibility for the company.
Other distinguished guests at the contract signing ceremony included Mr. Li Xu Da, the Cultural Counselor of the Chinese Embassy, Betty Iheabunike, the representative of the Director General of NTA, ex-international Daniel Amokachi, Mr. Danlami Ibrahim, Nigeria Premier Football League Secretary, and various other board members. This monumental agreement between the NPFL and StarTimes marks a new chapter in the history of Nigerian football, promising exciting times for football enthusiasts across the nation.
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