A Case Study of Eunisell Shirt Sponsorship Deal with Rivers United

 

 

This post was written by Benson Chukwueke, CEO, GreenHunters Sports International, a Sport Marketing Agency in Lagos Nigeria

Eunisell has stood as a lone Ranger in the shirt sponsorship of Nigeria Professional Football league team - Rivers United. The only corporate sponsor in the entire Nigeria football league space today and the longest, all time shirt sponsors in this complex sports terrain. 

Many Sports business analysts were of the opinion that Eunisell investment on Rivers United is more of a Corporate Social Responsibility (CSR) thing, rather than Sponsorship, in the true sense of it. They say there are no significant or measurable return on investment to Eunisell. 

Sponsorship deal is suppose to be a win-win thing, but in this case it looks like Rivers United is enjoying all the funding. For six years running now, Eunisell has continually increased its financial commitment to the Port Harcourt based team from NGN10 Million in 2015 to NGN50 Million in the current season. 

As Eunisell Group Managing Director, Chika Ikenga admitted that the relationship between the company and the club has been for over six years, through the club’s ‘peaks and valleys’ performances in the past few seasons, adding that Eunisell is in it for the long haul for the Following reasons:

1. The Sponsorship Support is Helping the Club Grow in Leaps and Bounds

“Rivers United has proved that by digging deep and staying focused, a team can rise steadily and regain their place at the top of the league. We admire the club’s management and players’ resolve – they made a commitment to us last year and indeed in previous years that the company would be proud of their performance, and that we are.”

The sponsorship funds is helping Rivers United sign better quality players and provide these elite players a more conducive work environment. 

The team is getting better in their performances generally and their fan base is growing rapidly in the last two years or so. We are seeing more positive vibes from the fans and the youths in Rivers State are more happier and proud of their darling team. 

2. Provision of Jobs for the Youth

Eunisell believes that professional football provides a significant employment opportunity for Nigeria’s youth. By increasing standards in the professional league, clubs will naturally attract more up and coming players and through the private sectors’ support, much like the Eunisell model, contracts and compensation will expand the job category.

“There’s a positive knock-on effect too,’ Ikenga said: “Better quality professional football will attract increasing numbers of fans and clubs’ income levels will rise substantially. It’s a win-win scenario all around. 

Our participation, through sponsorship, will not only benefit Rivers United and the team’s growing number of fans but sets the standard for the private sector’s involvement in Nigeria’s national sport. Our vision from the outset has been to help lift the standard of professionalism in football here at home. 

Understanding Eunisell's Strategic Business Investment in the Sponsorship of Rivers United

Eunisell is an independent chemicals, oil & gas production solutions company in Nigeria. Port Harcourt is one of it's principal markets and to be able to show positive visibility with a meaningful support for the local team is so-so strategic and important.

The shirt sponsorship with Rivers United delivers a mixture of Advertising and Public Relations milestones,  if you understand the volatile nature of this oil rich city and how restive their youth can be. Eunisell are taking advantage of their love for football and for their state team - Rivers United. 

1.Corporate Brand Awareness and Visibility

Eunisell has greatly profited in its Corporate brand awareness and visibility not only in Rivers State but in Nigeria as a whole. 

Before 2015, not many people in Nigeria are aware Eunisell exist or know what they do or stand for. Today, the Corporate brand Eunisell rings a bell everywhere you go in Nigeria, especially among the youths as well as the oil & gas industry. 

You could clearly see Eunisell inscriptions in front of  River United Shirt, wherever the team goes to play or being broadcast on Television, streamed on the internet or printed on Newspapers and magazines

2. Gain Youth Support and Goodwill

In a volatile city like Port Harcourt and Rivers State, Eunisell has gained a lot of goodwill among: the youths in the state.  An average youth in rivers state sees Eunisell as a socially responsible company, working to benefit youths in the area. 

That means the company has greatly reduced the possibility of being attacked by restive mobs or militants in the region. They can freely operate with little or no hazard in their workflow in the state. 

3 Introduce Company to Government for Possible Contract

Eunisell signing a sponsorship deal with Rivers United has directly introduced the company not only to Rivers State government, but also at the federal level also. The company is favorably disposed or positioned to discuss contract deal with government. 

4. Enjoy Tax Incentives

Eunisell are positioned to receive some tax rebate and other incentive from government for investing so much finances to support the cause of Rivers United. 

Remember, government fund Rivers United through tax payers money or through federal allocations to Rivers State. But Eunisell discounting some of the funds through it's shirt sponsorship also receive some tax rebate from government.