Pamodzi Warns Airtel Over Alleged Super Eagles Ambush Marketing

Pamodzi Sports Marketing Company, the Nigeria Football Federation’s (NFF) marketing partner, has issued a warning to Airtel Nigeria, urging them to cease ambushing the exclusive sponsorship rights held by MTN Nigeria.

MTN Nigeria serves as the official communications partner and sponsor of the NFF and all Nigerian national football teams. This agreement grants MTN sole rights to leverage the teams, including the Super Eagles, for promotions, advertising, marketing, and other commercial activities, alongside players’ image rights.

Chief Mike Itemuagbor, the CEO of Pamodzi,  accuses Airtel of attempting to capitalise on the Super Eagles’ popularity without securing official sponsorship, and of persistently linking its products and services to the team.

In a statement, Pamodzi highlighted the Super Eagles’ impressive performance and potential at the ongoing 35th Africa Cup of Nations (AFCON) in Morocco, which has resonated with Nigerians and corporate entities alike.

Pamodzi further stated that Airtel’s activities around the Super Eagles during AFCON 2025 were designed to boost its brand awareness without the necessary rights, deeming such actions “unethical and unlawful.” The company asserts that Airtel has infringed upon MTN Nigeria’s trademarks and other proprietary rights concerning the Super Eagles during AFCON 2025. Pamodzi, responsible for implementing the rights between MTN Nigeria and the NFF, affirmed it “will not watch the abuse of the rights MTN Nigeria has paid for as the exclusive official communications partner and sponsor of the Nigeria Football Federation.”

Pamodzi underscored the exclusivity of the rights granted to MTN Nigeria, confirming that the NFF has not, and will not, extend similar rights to any other company regarding its products and services. The promotional, advertising, and marketing rights bestowed upon MTN Nigeria encompass the products stipulated in their contract. MTN Nigeria and the NFF entered a three-year renewable contract in 2023, solidifying MTN Nigeria’s position as the official communications partner and sponsor of all Nigerian national football teams.

Pamodzi also commended NFF sponsors such as MTN Nigeria, Nigerian Breweries, Premier Lotto, and Mr Chef, attributing the Super Eagles’ current success to their support. “These sponsors are strategic partners to the NFF, and the Football Federation has not closed the door to other companies that want to associate their brands with the national teams,” Pamodzi stated. The company concluded by welcoming corporate organisations and individuals interested in associating their brands with the national teams to engage in discussions with Pamodzi and the NFF, assuring them that their rights would be protected.