It is a well-known fact that the Nigeria Football Federation (NFF) has often gone cap in hand, appealing to corporate bodies and government agencies for financial support to prosecute tournaments involving the Super Eagles and other national teams.

The situation worsened when the Super Eagles failed to secure direct qualification for the 2026 FIFA World Cup to be hosted by the United States, Canada, and Mexico. The NFF suddenly became an outcast, with former allies keeping their distance. Matters reached a boiling point when players refused to train in Morocco ahead of the World Cup playoffs, effectively holding the nation to ransom. It took the intervention of the Federal Government before the team agreed to play the matches, which ultimately ended in disappointment, with Nigeria losing to the Democratic Republic of Congo despite winning their opening match against Gabon. Many football followers observed that the team lacked the hunger and desperation expected of a side chasing World Cup qualification.

While the Super Eagles remain the NFF’s biggest and most valuable brand, the Federation is responsible for eight other national teams, many of which compete simultaneously in continental and international tournaments. This places enormous financial strain on the NFF, making it difficult to meet its obligations. Sadly, many sponsors have withdrawn under various pretexts, leaving the Federation largely dependent on government subventions.

Ironically, even as the NFF grapples with financial hardship and recurring embarrassment from player protests and administrative challenges, a familiar pattern persists. Once the team is assembled and begins to record positive results, corporate Nigerians and wealthy individuals suddenly emerge with public pledges of thousands of dollars and millions of naira. While these gestures may appear generous, they often amount to little more than ambush marketing—short-term publicity stunts that do little to address the team’s real needs and, in some cases, distract the players.

In more developed footballing nations, motivation is built on structured systems that combine financial incentives, psychological support, national pride, and long-term development programs. Players are promised clear and substantial bonuses tied to defined milestones such as qualification or tournament success. Beyond cash rewards, welfare packages ensure access to top-class training facilities, quality equipment, professional coaching staff, and well-planned team-building activities that promote unity, communication, and mutual respect.

These are areas where individuals and organizations with the means can genuinely support the NFF. Waiting until a team is already in a tournament—or worse, already excelling—before making public promises is amateurish and outdated. Meaningful support should be provided well in advance to aid preparation, not as afterthoughts designed to bask in reflected glory.

The NFF, on its part, should return to the structured reward system of the past, where players were compensated based on clearly defined stages reached in tournaments. Such an approach would help eliminate the recurring embarrassment of boycotts, strikes, and distractions during crucial matches, while restoring professionalism, planning, and dignity to Nigerian football.