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Is N6.7b Worth Of NPFL ?

Posted: Mar 12, 2016 at 1:04 am   /   by   /   comments (1)

Chibuike Chukwu, Lagos

Football as a global business brand rakes its huge income chiefly from
television rights.
But in Nigeria, the business aspect of the game has not been fully
exploited with the league’s television right going for a paltry N6.7
billion ($34m).
In 2013, the League Management Company (LMC) announced that it secured
N6.7billion television right with a satellite TV broadcaster, Super
Sports, which would stretch from 2015 to 2019.
To so many Nigerians, especially those who are not very much informed
on the business angle to football, that was a good deal and a
commensurate one.
But suffice to say that when the deal is critically examined, the
league seems to be under priced. For example, the South Africa’s
Premier League, during the same period entered into a five-year TV
right with the same station worth N54.6 billion ($277 million).
That aside, each club in the former apartheid enclave goes home with
about N2.9 billion ($15 million). This is against each Nigerian club
side that earns below N50 million from the TV rights.
If that is not enough, it was gathered that the existing contract
between Kenya Football League and Super Sports, which ended last year
worth more than N3.2b ($16million). All effort to get the latest
package was not successful.
That is small compared to Nigeria’s, but it should be borne in mind
that the Nigeria football league is a higher brand than South
Africa’s. Why has the league not attracted enough finance from the TV
For instance, the English Premier League reconfirmed its position as
the world’s richest domestic football competition lately with the
announcement of a broadcast deal for a record-breaking N150 trillion
(5.14 billion pounds).
The three-year deal with Sky Sports and BT Sports from 2016 to 2019
means that all of England’s top clubs will be richer than ever before,
with each televised match worth more than 10 million pounds ($15.3
million). Each club will gain about 15 million pounds from it.
While commendations will go to the LMC for what it has done, it is
noteworthy to state that the Nigerian domestic league is highly
underpriced considering the worth of
For example, the broadcast rights in the Nigeria league, after
sharing, give every club about N35 million naira (on a current
exchange rate), which is far below the N250 million, on the minimum,
declared by the LMC as required to fund a club.
Even at that, the clubs still owe players salaries and huge arrears,
citing financial inadequacy as their main reason.
According to former Nigerian international, Henry Nwosu, “Going by the
level of Nigerian league now, it is obvious that the TV right and all
the entire monies are small.
“Honestly, Dikko and co has done so well to reposition the league, but
Nigerian league is under-priced. We must help the organisers, who have
brought innovation into the league,” he said.
He was not alone in this regard, as another international, said he was
satisfied with the current handlers of the league, but advised them to
create a good corporate department that can handle such issues.
“It was even worse before but we thank God for the improvement. The
LMC should have a viable marketing department that should handle such
“I do not think South African League is more marketable than ours;
what they have going for them is a robust administration. With similar
scenario, we can replicate that here,” said.
Also contributing, Waidi Akani, former Lagos FA boss, said the league
is better now and should attract something higher or similar to what
obtains in South Africa.
“The league is better now; no hooliganism, so we should be talking of
such amount as obtained in South Africa, not what we are having.
“By and large, LMC has done enough; we must commend them,” he said.