Ambush Marketing: NFF’s Sponsors Threaten To Cancel Contracts

.Over Infringed Marketing Right –

Barring any last minutes intervention, the Nigeria Football Federation’s sponsors might cancel their existing contracts with the football house following infringements on their exclusive marketing rights.
It was gathered that the pull out is necessitated by ambush marketing and the proliferation of companies that hitherto were never part of NFF’s sponsors using the Super Eagles and their coaches for brand endorsements and adverts.
In view of these violations, the Nigerian Football Federation during the week came out hard against brewery giant, Nigeria Breweries Plc, for its deliberate infringement on the guidelines for associating with the national team and becoming legitimate sponsors.
According to information available, NFF’s concerns on the violations of its rights on the Super Eagles and by implications the rights of its official sponsors have once again called to question APCON’s regulatory standards.
Under Chapter Three (Special Provisions) in the APCON alcoholic beverages regulations, Article 32 (b), 33 (b), 34 (b) and 35 (b) clearly states that “children, sports men/women and pregnant women shall not be used as models” in advertising alcoholic beverages.
Analysts however believe that these sections have been subtly violated by the popular lager brand, Star’s endorsement of ex-Super Eagles internationals as its sports brand ambassadors, showcasing advertising communications with these models.
Also, APCON has been fingered of bringing double standards in the regulatory approval in the alcoholic beverage industry involving the two brewery giants less than a year ago.
Analysts have queried why Nigeria Breweries was allowed to advertise its premium lager beer on UEFA Champions League matches broadcast before 8.p.m, while Guinness Nigeria was sanctioned on the same and instructed to withdraw the advertisement of its brand during the English Premier League.


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