Nigeria Professional Football League (NPFL) generated a minimal of $5.6 million US dollars worth of exposure for their shirt sponsors across all clubs in 2015, measured by television exposure, Cost per Thousand (CPM) views on SuperSports alone.
The Print media have actually relegated NPFL news with miniature sized color images to the inside back page of their newspapers/ magazine publications.
The minimal exposures delivered maybe the major reason most NPFL clubs operate without shirt sponsorship in the on-going 2016 season. No sponsor would like to waste his promotional dollars just on emotional attachment with a club.
SuperSports could only cover one live match a week and minimal playback on various free-to-airs TV sports programs globally. Valuations are based on industry standard benchmark rates, discounted according to a model developed by major global media Agencies and sports right holders.
Among leading clubs Enyimba and Kano Pillars delivered $3.2 million worth of exposure in 2015, because of their involvement in the CAF Champions League.
Legendary clubs 3SC, Emugu Rangers and Warri Wolves delivered $0.96 million for gaining more live broadcast from SuperSports.
Apart from 3SC which still wears NairaBet sponsored shirt, the other leading four clubs play without shirt sponsors.
From GreenHunters tracking report, BUA brand gained a better exposure from Kano Pillars than any other brand involved in NPFL clubs shirt sponsorship in recent time.
Kano Pillars delivered more street exposure due to its large active fans following its success over the past five years, winning the league three consecutive times... and participating in the CAF Champions League severally... More fans wore their replica jersey on the streets across Nigeria.
The fact is, NPFL clubs can generate exposures worth up to $100 million US dollars or more. I can tell you how??
First, LMC should review their TV right with SuperSports to include local free-to-air TV stations in Nigeria and gain a more robust exposures across the several broadcast lines.
Since audiences are migrating to digital and social media platforms to follow and enjoy football, sponsors have also began to look along that line with keen interest.
NPFL clubs can on their own generate global exposure worth about $80 million for their sponsors... in video and still images across Facebook, YouTube, Twitter, Instagram, Vimeo, Tumbir, Google+, Vine, Daily motion and Reddit.
LMC should be fully involved in digital/ social media exposure... and must provide training as well as persuade NPFL clubs to establish a robust digital/ social media department.
Remember, Sponsorship is the life blood of every sports business.