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The frontier of advertisement is being pushed further in Nigeria; entertainment is actively engaged and many Nollywood and stand up comedians are smiling to their banks. While this development is good; it is not the only option available for real marketing. Granted, we cannot adequately vouch for the integrity of sport Administrators in Nigeria; however, sports remains a viable and sustainable option for brand marketing.
In Europe, companies like Barclay, Heineken, Pepsi, HBSA, Nissan, Mastercard, Coca Cola and loads of other multinational corporations engage sports in the dissemination of their brand offerings. In Nigeria, we hear about MTN, Glo, Etisalat, Nigerian Breweries and a few others, regularly sponsoring sporting events; however, the scope of their sponsorship is very small – majorly football.
Sport sponsorship is seen largely in Nigeria as a means of expressing their corporate responsibility; however, it should be more than that. Many businesses can sponsor leagues, cups, championships of various Federations to build more brand awareness among the viewing fans. 
If more businesses take up more sports; we can be sure that more talents will be discovered in Nigeria; more private investments will go into sports – and it will end up as win win for all! Channels TV is doing well with their current Channels National Kids Cup; how do you think it will be if we have Channels National Kids Cup, NTA Chess Championship, Etisalat Basketball League, FirstBank Scrabble Tornament, Zenith Ruby Championship, Lekki Gardens Opens, Nicon Luxury Women Tennis, and lots more? In short, Nigeria will be a different country to live and work in; more opportunities for the younger ones, women and money tax revenue for the various governments that provide the facilities for these games. I rest my case!
