Brand Report: Premium Trust Bank tops the Business of Branding and Sponsorship at the Gateway Games 2024

 

Sports is big business.

With multi sports event like the National Sports Festival, it is guaranteed that thousands of people will converge on the host city.

Athletes and officials from the 36 states of Nigeria, the Federal Capital Territory as well as Invited Junior Atheletes as the “38” state, have since converged on Abeokuta, the Ogun State capital for the event.

Apart from participating athletes who are competing for honours, branding is the second protagonist.

With the numbers for engagement both physically and online, brands see the event as a not-to-be-missed opportunity to boost marketing.

In this special report on the National Sports Festival, tagged Gateway Games, Sports Business Expert, OJEIKERE AIKHOJE, takes a look at the Gateway Games’ Business of Branding and Sponsorship.

 

There was a time when the National Sports Festival – was just about the different sports events.

Brands were not the in vogue, but the situation gradually changed to accommodate brands and things have changed forever.

In a crowded sponsoring band, the fastest growing bank in Nigeria, Premium Trust Bank, tops the list of brands sponsoring the 22^nd National Sports Festival tagged Gateway Games.

Premium Trust Bank is the Lead Sponsor. A record feat for the young brand as it was Lead Sponsor of the last National Sports Festival, in Asaba, Delta State.

For a first-time visitor to Abeokuta, venue of the Games, Premium Trust Bank’s lamppost advertising is the first noticeable presence about the National Sports Festival. A clear indication that the brand plays a significant role in the sponsorship of the competition.

Thats the advantage of being the Lead Sponsor.

 

Nigerian Brands

The sponsorship list clearly indicates the rise and rise of the Nigerian brands with Premium Trust Bank, bet9ja, First Bank, RITE Foods, Spin Designs, Nord Motors and WEMA amongst others in the list.

Financial Brands

Premium Trust Bank, First Bank and WEMA Bank makeup the financial brands at the National Sports Festival.

Betting/Gaming Brand

Leading Sports Betting & Gaming brand, bet9ja, is the only brand in this sector.

Construction/Infrastructure

Construction has a strong presence with MIKANO, CRANEBURG, HITECH, LaFarge and CCECC making their presence felt.

Beverage/Foods

Sports requires athletes, officials and spectators to consume drinks and food.

With CWAY, GB Foods, RITE Foods and Nestle, the organizers are assured of adequate supply from these partners.

 

The Business of Brands (Sponsors & Partners)

Lead Sponsor

Premium Trust Bank: Financial – Nigeria

Silver

Bet9ja: Nigeria: Sports Betting & Gaming – Nigeria

Bronze

First Bank: Financial – Nigeria

LaFarge: Manufacturing – Multinational

SPIN Designs: Creative/Digital – Nigeria

Mikano: Power Generation, Real Estate, Construction – Nigeria

WEMA: Financial – Nigeria

HITECH: Engineering & Infrastructure – Nigeria

CRANEBURG: Construction – Nigeria

TGI Group:  Investment – Nigeria

NOUGHTAEGIS: Cyber Security – Nigeria

Other Sponsors

CCECC: Infrastructure – China

GB Foods: Food –  Nigeria

DevCent: Tech Education – Nigeria

OCP: Agriculture – Africa

NORD Motors: Automotive – Nigeria

APPLE AND PEARS: Agro Allied – Nigeria

African industries: Manufacturing – Nigeria

Nestle: Food and Beverage – Multinational

RITE Foods: Beverage & Snacks – Nigeria

CWAY FOODS BEVERAGES – Multinational

CLEOPATRAS: Health and Wellness – Nigeria