Sponsorship War: Pamodzi Slams Airtel Over Super Eagles Ambush Marketing

Posted : 14 January 2026

Pamodzi Sports Marketing Company, the official marketing partner of the Nigeria Football Federation (NFF), has issued a stern warning to Airtel Nigeria over what it described as ambush marketing infringing on MTN Nigeria’s sponsorship rights. MTN is the exclusive communications partner and sponsor of the NFF and all Nigerian national football teams, with sole rights to use the teams, including the Super Eagles, for promotions, advertising, marketing, and commercial activities, as well as players’ image rights.

Pamodzi expressed concern that Airtel has been leveraging the Super Eagles’ popularity without paying for sponsorship, linking its products and services to the team inappropriately. In a statement issued in Lagos on Tuesday, the company said: “The Super Eagles’ impressive outing and the potential demonstrated at the 35th Africa Cup of Nations (AFCON) in Morocco have endeared them to Nigerians and corporate citizens who identify with the team.”

The statement added that Airtel’s actions during AFCON 2025 were aimed at boosting brand awareness without the proper rights, calling the practice both unethical and unlawful. “What Airtel has done is infringing on MTN Nigeria’s trademarks and other property rights in relation to the Super Eagles. This is unlawful, and Pamodzi, as the agency responsible for implementing the rights between MTN Nigeria and the NFF, will not tolerate the abuse of rights that MTN has legitimately paid for,” the company emphasized.

Pamodzi underlined that MTN Nigeria’s rights are exclusive, and the NFF has neither granted nor will grant similar rights to any other company. “The promotional, advertising, and marketing rights given to MTN Nigeria are fully covered under their contract. MTN and the NFF signed a three-year renewable agreement in 2023, making MTN the official communications partner and sponsor of all Nigerian national football teams,” the statement noted.

The company highlighted MTN Nigeria’s strategic role, not just as a telecom provider, but as a sponsor that finances, promotes, and connects Nigerian football with millions of fans. Mike Itemuagbor, CEO of Pamodzi, praised MTN Nigeria alongside other NFF sponsors such as Nigerian Breweries, Premier Lotto, and Mr Chef, for their support of the Super Eagles.

“These sponsors are strategic partners of the NFF. The Super Eagles have renewed our hope with their performance at AFCON 2025, showing the true ‘can-do’ Nigerian spirit,” Itemuagbor said. He added that corporate organizations and individuals wishing to associate with the national teams are welcome to engage with Pamodzi and the NFF, with their sponsorship rights fully protected.

Sponsorship War: Pamodzi Slams Airtel Over Super Eagles Ambush Marketing

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