The Rise of Footballers as Influencers: Mfon Udoh and Ibom Air’s Winning Partnership

Mfon Udoh and Sunusi Ibrahim: 2019 Eunisell Boot winners

In today’s digital age, the influence of professional athletes extends far beyond the football pitch and the global surge of social media has transformed footballers into powerful voices capable of shaping opinions, promoting brands and inspiring millions.

This shift has given rise to a new breed of sports personalities – footballers as influencers.

It is a global trend with only a handful of footballers understanding what this means in a football-loving nation like Nigeria. The opportunity for footballers (active and retired) to leverage their popularity and collaborate with top brands remains untapped!

NPFL legend, Mfon Udoh, continued worked with www.matchroom.com.ng as Eunisell Boot joint winner in 2019 to enhance his personal branding journey.

Notable Examples

Former Super Eagles stars, Austin “JayJay” Okocha and Victor Ikpeba have since become influencers for betting brands, BetKing and Bet9ja.

Like the duo, Ahmed Musa and rave-of-the-moment, Victor Osimhen have equally been involved as influencers.

Globally recognised footballers such as Cristiano Ronaldo, Lionel Messi, and Kylian Mbappé have since become global brand ambassadors for multiple brands.

Mfon Udoh’s personal branding journey to being a brand influencer kicked off in 2014 as the Nigerian League top scorer and received a brand-new car from the League Bloggers Award.

Udoh worked with leading Sports PR practitioner, Ojeikere Aikhoje, founder of the award.

In 2019, he emerged joint top scorer for the second time to win the prestigious Eunisell Boot and worked with Aikhoje again.

Aikhoje’s www.matchroom.com.ng, a renowned Lagos based Sports Marketing company,  specialises in Personal Branding to open up opportunities locally for players in the Nigeria Premier Football League.

Ibom Air/Mfon Udoh

Leading airline brand, Ibom Air, which recently signed a new deal as front-of-shirt sponsor of Akwa United, has since turned to a former player of the team, Mfon Udoh, as brand influencer.

Udoh, announced the deal via his Instagram account a few days ago.

“I’m thrilled to officially announce that I’ve joined the Ibom Air family as a Brand Influencer! 💙

It’s an honor to represent a brand that continues to redefine excellence in the Nigerian aviation industry and now extends its support to the beautiful game through Akwa United FC ⚽️
Together, we soar higher — on air and on the field!”

As a two-time Nigeria Professional Football League (NPFL) highest goal scorer, Udoh comes with strong pedigree and he is also the all-time scorer for Akwa United.

The choice of Udoh means Nigerian brands can identify personal brands in the NPFL.

Multiple Award Winners

Mfon Udoh with his car as Highest Goal Scorer and Most Valuable Player for the 2014 League Bloggers Award in NPFL

Indeed, the collaboration showcases the strength of both brands as multiple award winners in their sectors.

Udoh’s journey embodies the story of determination, excellence, and local pride. Known for his clinical finishing and consistency in front of goal, Udoh carved his name into NPFL history books by setting a record for the highest number of goals in a single season.

Till date, no player has surpassed his 2014 record of 23 goals in a single season!

Udoh’s achievements on the field have made him not only a football icon but also a respected figure among young Nigerians who see him as a symbol of hard work and success through homegrown talent.

Off-the-field, he remains a leader and a mentor to up-and-coming footballers.

In just six years of operation, Ibom Air has claimed multiple awards in the aviation sector.

Best On-Time Performance Airline in Nigeria and the Best Airline in Nigeria at the annual Travellers Award hosted by the African Travel Quarterly Magazine.

Celebrating Brands Of Akwa Ibom

The partnership between Mfon Udoh and Ibom Air is more than a marketing deal; it represents a celebration of Akwa Ibom excellence. Both the player and the airline share roots in the state, and their collaboration underscores a broader narrative of homegrown success stories shaping Nigeria’s modern identity.

It is an opportunity to showcase and celebrate brands of Akwa-Ibom State which can in turn boost brand storytelling to greater heights.

As two-time top scorer and record highest goal scorer in a season and 2016 CAF Champions League top scorer, Udoh’s reputation fits the role for Ibom Air – a fast-rising Nigerian airline brand recognized for reliability, punctuality, and premium service.

As footballers gain massive online followings, brands are beginning to realize the marketing value of authenticity.

Unlike traditional celebrities, athletes like Udoh connect with fans on a personal level through shared passion, community ties, and a track record of integrity.

Developing Personal brands

Building a personal brand is no longer optional – it is essential.

Footballers should proactively manage their digital presence, create compelling content, and explore partnerships that align with their brand values to ensure longevity in and beyond football.

The influencer footballer is not a fleeting trend—it is the future. The ability to own an audience and dictate one’s narrative is an invaluable asset. The footballers who recognise and embrace this shift will shape the industry’s next evolution. The game is changing, and those who adapt will lead the way.

It is remarkable in Nigeria’s case to see how Mfon Udoh is redefining influence from within, proving that impact doesn’t require any European platform. It can start right here at home, supported by loyal fans and a visionary brand like Ibom Air.

The collaboration between Ibom Air and Mfon Udoh highlights the readiness of Nigerian companies to tap into sports marketing to build authentic relationships with their audience.

As footballers continue to shape digital culture, their influence off the pitch could soon rival their fame on it.

In essence, the rise of footballers as influencers marks a new chapter in brand communication and athlete empowerment.

Through partnerships like Mfon Udoh and Ibom Air’s, we are witnessing a powerful blend of sport, culture, and commerce – and one that celebrates Nigerian excellence both in the air and on the field.