Nigerian Breweries Under Fire As NFF Accuses The Brewing Giant Of Infringing On Super Eagles Property

The Nigeria Football Federation (NFF) has expressed its
disappointment, by issuing stern warnings to corporate organizations against
ambush marketing alluding to the Super Eagles property for which the NFF and
its official sponsors reserve an exclusive right.

It has been observed that as the African champions get set
to participate at the 20th FIFA World Cup finals in Brazil, organizations that
hitherto kept away from associating with the Super Eagles have recently created
all forms of unlicensed advertising, which subtly or overtly associates them
with the team.

In view of these violations, the Nigerian Football Federation
has come out hard against brewing giant, Nigeria Breweries Plc, for its
deliberate infringement on the guidelines for associating with the national
team and becoming legitimate sponsors. 

NFF’s concerns on the violations of its rights on the Super Eagles
and by implications the rights of its official sponsors have once again called
to question APCON’s regulatory standards.

Under Chapter Three (Special Provisions) in the APCON
alcoholic beverages regulations, Article 32 (b), 33 (b), 34 (b) and 35 (b)
clearly states that “children, sports men/women and pregnant women shall not be
used as models” in advertising alcoholic beverages.  

Analysts believe these sections have been subtly violated by
popular beer brand, Star’s endorsement of ex-Super Eagles internationals as its
sport’s brand ambassadors, which recently showcased advertising communications
with these models.

More so, without any form of agreement with the NFF who are
property owners of these Super Eagles legends by virtue of their status as
ex-Super Eagles players.

In a letter to Nigeria Breweries Plc, NFF General Secretary,
Barrister Musa Amadu, decried the fact that Nigeria Breweries had launched
communication materials across Nigeria featuring ex-players of the Super
Eagles, giving the impression that they are an official sponsor of the team.

Amadu also added that NFF have equally noticed other outdoor
materials with un-named faces in green and white jerseys all in an attempt to
associate with the Super Eagles’ participation at the forthcoming FIFA World
Cup finals in Brazil, and gain undue advantage.

“We declare that this is nothing but blatant market
ambushing and this is not only uncalled for, but highly unprofessional.”

The Federation went ahead to issue Nigerian Breweries Plc a
seven-day ultimatum within which to remove the said materials on billboards and
other outdoor creatives, “failing which the NFF and Guinness, who is known as
the official sponsors of the Super Eagles will take legal action against NB PLC
and seek appropriate damages.”

It would be recalled that less than a year ago, there was an
outcry on the seemingly double standards in regulatory approval in the
alcoholic beverage industry involving the two brewing giants.

Analysts have queried why Nigerian Breweries was allowed to
advertise its premium lager beer on UEFA Champions League matches broadcast
before 8.p.m while Guinness Nigeria was sanctioned on the same and instructed
to withdraw the advertisement of its brand during English Premiership League.

As the Super Eagles engage their counterparts at the World
Cup in the coming weeks, industry watchers are interested in how organizations
align with the principles and rules guiding sponsorship engagements vis-a-vis
how regulatory bodies responsible for keeping the standards dish out punitive
measures to stem what may become a dangerous trend of poorly managed
brand-property association.