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New boys Kun Khalifat FC has entered the record books as the first newly promoted club to secure a back-of-shirt sponsorship in the Nigeria Premier Football League.
Khalifat announced a deal with JEFF eXCHANGE on the eve of the season and the brand’s logo was placed on the back of the team’s shirt when they played their first ever topflight match on the road at Enugu Rangers.
Unknown to its brand managers, it becomes the second club after Enyimba to have a back-of-shirt sponsor in the history of the Nigerian League, according to sportbusinessbrand.com’s findings.
Last term, Enyimba had Triomarkets, a leading online trading and asset management company, as its official global trading partner and it earned a place on the back-of-shirt.
For years, sponsorship, in the Nigerian football industry has been restricted to front-of-shirt, until relegated Sporting Lagos, introduced sleeve sponsorship during their campaign in the topflight.
sportbusinessbrand.com can reveal that Kun Khalifat’s decision to place JEFF eXCHANGE’s at the back of their shirt will trigger brands and agencies to explore the opportunities.
Back-of-shirt sponsorship is a creative way to boost revenue for clubs and provide a platform for brands to gain brand awareness.
The trend indicates a continued evolution of shirt sponsorship in football, with clubs diversifying their commercial partnerships.
It is also an emerging trend amongst some of the top football club brands as Manchester United, secured their first ever back-of-shirt sponsor, in 2024.
However, it is already a tradition in North Africa and the Scandinavia.
About Kun Khalifat
Based in Owerri, Kun Khalifat is a privately owned team that is making its debt in the Nigeria Premier Football League.
About JEFF eXCHANGE
JEFF eXCHANGE is into international money transfer.
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About the writer
Ojeikere Aikhoje, Founder of MatchRoom Football Business Institute, Lagos, works with Sports PR and Sponsorship Activation Agency, www.matchroom.com.ng.
He is publisher of sportbusinessbrand.com and writes regularly about Sponsorship, Fan Engagement in football and Sports Geography.
You can reach him @ ojeikereaikhoje@gmail.com or @ojeksaikhoje on X.
