TomTom, a product from the staples of Cadbury Nigeria PLC and the Nigerian Football Federation has signed a new three-year agreement that will make Tom Tom the official candy of the country’s national football team, the Super Eagles. This is the tenth year that Cadbury PLC through one of its products TomTom has supported the Super Eagles of Nigeria.
While expressing its happiness at the renewed partnership, Managing Director of Cadbury Nigeria Plc. Mr. Amir Shamsi said the decision to continue to support the super eagles is a deliberate effort by Cadbury and TomTom to connect with Nigerians and their passion for the beautiful game.
Responding, President of the Nigeria Football Federation, Mr. Amaju Pinnick, lauded Cadbury Nigeria and revealed that the NFF will work in tandem with TomTom and leverage on the partnership to bring glory to the national teams at every tournament.
In his words:
“In all modesty, because of the new direction we have given to Nigeria Football, we have entered into various partnership deals that are worth over fifty million US Dollars in the past one year.” Amaju said.
The recent qualification of the county’s football team for the world cup scheduled for June this year in Russia has turned the football house to a beautiful bride courted by several multinationals willing to leverage on the presence of the National team at the Mundial for product visibility.
Recall that the Football Federation recently signed a partnership deal with soft-drink company Coca-Cola. The 5-year partnership deal is worth $4million.
Also foremost insurance company Wapic Insurance signed an agreement with the Football Federation. This will make the insurance company the official insurance service provider of the Super Eagles for five years. However, the monetary value of the contract was not revealed.
Nigerian Breweries Plc is also not left out in the list of corporate organizations that have signed a partnership agreement with the Football Federation, as both parties recently announced details of the partnership, that will see star lager beer become the official beer of the Super Eagles in Russia. It is a five-year deal worth ₦2.2 billion.
The football house currently enjoys a huge sponsorship deal from oil company Aiteo Group, the contract is worth ₦2.5 billion over five years, ₦500m for each year.
Aiteo Group is also currently paying the salaries of Super Eagles coaches as part of the deal
Nigerians are however hopeful that the super eagles will do the country proud in Russia and that incident of frictions between Administrators and players over payments of match bonuses and allowances will not rear its ugly head in Russia.
Cadbury Nigeria has grown to become a household name providing consumers with much-loved brands as Buttermint, Clorets, Bournvita and TomTom.
While Cadbury Nigeria and its brands are part of the Mondelēz International family, a portion of its business in Nigeria (25.01%) is held by indigenous shareholders and publicly traded on the Nigerian Stock Exchange. Its share price has slumped over the past one month, it is traded at ₦14.00 at the close of business today.