In a move that has sparked heated debate within the Nigerian football community, the Chairman of the Nigeria Premier Football League (NPFL), Gbenga Elegbeleye, publicly criticized the Eunisell Gold Boot Award, describing its sponsor as “unscrupulous.” He went further, alleging “ambush marketing” and a lack of recourse to the NPFL’s rights as asset owners.
This strong reaction raises several critical questions: What is the real motive behind the Eunisell Boot? Does it truly qualify as ambush marketing? And perhaps more importantly, is the NPFL missing a golden opportunity to embrace a long-term partner committed to promoting Nigerian football?
Let’s take a closer, more balanced look.
Understanding the Eunisell Boot
Initiated in 2018, the Eunisell Boot Award is an annual recognition presented to the highest goal scorer in the NPFL.
The reward includes ₦200,000 per goal scored and a gold-plated boot—a symbolic and financial motivation for excellence on the pitch. The sponsor, Eunisell, is a respected Nigerian company with a longstanding footprint in the football ecosystem.
According to Chika Ikenga, the Group Managing Director of Eunisell:
“The Eunisell Boot is not just an award; it’s our long-term commitment to rewarding hard work and developing Nigerian football.”
This vision speaks volumes. It aligns with the broader goal of improving the NPFL’s appeal, spotlighting top talents, and drawing corporate interest to the league. What’s more, Eunisell’s investment is not limited to the award—they have been sponsoring NPFL clubs since 2015, including Sharks FC, Rivers United, and Abia Warriors. This sustained involvement reveals a sincere desire to contribute meaningfully to the growth of the sport.
The Allegation of “Ambush Marketing”
Gbenga Elegbeleye’s allegation of ambush marketing suggests that Eunisell sought to gain undue mileage from the NPFL without proper authorization. However, we must ask: does giving a player-focused award, independently funded and widely appreciated, truly infringe on the NPFL’s rights?
There are global precedents that put this into perspective:
The Ballon d’Or, the world’s most prestigious individual football award, is independently organized by France Football. It operated for years in collaboration with FIFA, yet continues independently without the global body’s sanction.
The Pichichi Trophy, awarded to La Liga’s top scorer, is organized by Marca, a Spanish newspaper—not by La Liga itself.
These examples show that independent awards can co-exist with official league activities, often boosting the profile of the leagues and players involved.
The Bigger Picture: Growth Through Collaboration
Rather than viewing the Eunisell Boot as a threat, the NPFL should see it as an asset. In a landscape where corporate sponsorship is hard to come by, Eunisell stands out as a loyal stakeholder with a track record of credible engagement. Attacking such an initiative—especially close to its ninth edition—sends the wrong signal to potential sponsors.
Instead of issuing threats and reportedly instructing the 2025 recipient, Anas Yusuf, not to honour the ceremony, the NPFL could have opted for a more diplomatic route. If there were any concerns about rights or procedures, these could have been addressed privately or through constructive dialogue.
Awards like the Eunisell Boot add glamour, motivation, and visibility to the league. It provides tangible incentives to players and highlights the league in the media. Rather than diminish the NPFL’s brand, it complements it.
A Call for a Progressive Mindset
The NPFL leadership must adopt a broader, more progressive view. Responsible entities like Eunisell should be welcomed as partners in the ongoing project of revitalizing Nigerian football—not vilified. At a time when the league is still seeking a headline corporate sponsor, those who have stood by the NPFL in leaner times should be embraced, not alienated. This is not the time to burn bridges.
Conclusion
The Eunisell Boot Award is not an act of ambush—it is an act of support. It is a legacy-building project from a responsible Nigerian company genuinely interested in uplifting the game. Rather than reject it, the NPFL should explore ways to formalize the relationship and align the award with the league’s broader branding goals.
Let’s not throw away the baby with the bathwater.
It’s time to rewrite the wrong and move forward in the spirit of collaboration, not confrontation. The future of Nigerian football will depend not just on talent on the pitch, but on maturity in its boardrooms
, Gbenga Elegbeleye, publicly criticized the Eunisell Gold Boot Award, describing its sponsor as “unscrupulous.” He went further, alleging "ambush marketing" and a lack of recourse to the NPFL’s rights as asset owners.){kind=link}