The Nigeria Premier Football League (NPFL) is on the cusp of a new broadcasting era, marked by a potential partnership with the Nigerian Television Authority (NTA) following the premature termination of its five-year deal with cable TV provider StarTimes. This shift in broadcasting strategy comes after StarTimes cited a poor return on investment, primarily due to low decoder sales and subscription rates among Nigerian viewers. The proposed collaboration with NTA, a free-to-air national broadcaster, aims to significantly expand the league’s reach and visibility across the country and beyond. The NPFL Chairman, Gbenga Elegbeleye, has initiated discussions with the NTA Director General, Rotimi Pedro, to solidify this partnership, which aligns with President Bola Tinubu’s vision of boosting the nation’s economy, including the football sector.
The failed StarTimes deal, originally valued at N6 billion over five years, underscores the challenges of balancing commercial viability with accessibility in broadcasting the NPFL. Despite the significant investment, the partnership faltered after just two years. StarTimes’ decision to withdraw stemmed from an unsustainable business model, where the cost of production and broadcasting far outweighed the revenue generated through decoder sales and subscriptions. This disconnect between investment and returns highlighted the need for a more sustainable broadcasting strategy for the league.
The NPFL’s exploration of alternative broadcasting avenues prior to the start of the 2025/26 season reflects a proactive approach to ensuring continued visibility for the league. While StarTimes provided coverage in the previous seasons, the league explored options like AfroSports, seeking a partnership that aligns with its broadcasting goals and financial realities. The opening matches of the new season were streamed via the NPFL Live app, a temporary solution while the league finalized a new broadcasting agreement. This interim measure underscores the league’s commitment to providing access to its matches, even amidst ongoing negotiations for a long-term broadcasting partner.
The rising cost of production played a significant role in StarTimes’ decision to terminate the contract. Despite renewing its partnership with Team33 Production for the previous season, the escalating expenses associated with broadcasting proved unsustainable in the face of limited returns from viewership. This financial pressure, coupled with the low uptake of StarTimes’ offerings among Nigerian audiences, ultimately led to the premature end of the partnership. This situation highlights the delicate balance between providing high-quality broadcast coverage and managing the associated costs, particularly in a market with varying levels of disposable income and access to pay-TV services.
The NPFL’s pursuit of a partnership with NTA represents a strategic move toward maximizing reach and accessibility. Unlike cable TV, NTA’s free-to-air broadcasts ensures that a wider audience can access NPFL matches, potentially boosting viewership and fan engagement. This wider reach could, in turn, attract more sponsors and investors, contributing to the growth of the league’s revenue streams. The potential collaboration with NTA aligns with the league’s objective of broadening its audience base and creating a more sustainable financial model for its operations.
The transition from a pay-TV model to a free-to-air partnership with NTA represents a significant inflection point for the NPFL. While the StarTimes deal offered the potential for substantial revenue through decoder sales and subscriptions, it ultimately fell short due to market realities. The proposed NTA partnership prioritizes accessibility and wider reach, potentially fostering greater fan engagement and creating new opportunities for revenue generation through sponsorships and advertising. This strategic shift reflects a broader understanding of the Nigerian media landscape and a commitment to building a sustainable future for the NPFL. As the league finalizes its broadcasting arrangements, the focus remains on expanding the reach of the NPFL and fostering its growth as a major sporting entity in Nigeria.
