Why Power Horse was stopped from advertising at National Sports Festival

December 10

17:35 2018

Print This Article

Power Horse representatives were kicked out of the venue of the National Sports Festival over alleged ambush advertising, TheCable understands.

Prior to the games, the energy drink company had approached the ministry of sports and youth development for the rights to sponsor the festival.

In response, the ministry directed Power Horse to the NSF Marketing and Management Company Limited.

NSFM&MC is in charge of sponsorships, marketing, branding, and promotion of the festival.

Subsequently, a series of presentations and meetings were reportedly held between Power Horse and NSFM&MC.

“Suddenly, Power Horse Nigeria didn’t take or return calls, they cut off every form of communication, after their claim to have gotten final approval from their directors in Dubai,” a source told TheCable.

The source revealed that having been assured of sponsorship of the event by Power Horse, NSFM&MC included the company in publicity, media campaigns and other forms of promotion for the festival.

“However, about two weeks to the games, NSFMMC got a call from a director at the ministry, that Power Horse approached him to help them become sponsors of the National Sports Festival,” the source added.

“The director immediately referred them to NSFM&MC. This time NSFM&MC asked one Alfred Baker Mgbejume that went to the ministry from Power Horse, (claiming to have the mandate from Power Horse) to document their offer in writing in response to the several presentations and discussions we have had with the energy drink.

“This representative failed to send the letter. NSFM&MC again reached out to this representative and he again didn’t take or return his calls like earlier people.

“After the four months drama with Power Horse, NSFM&MC was shocked to see Power Horse setting up banners and brand materials at the centre stage of the main bowl of the National Stadium grounds.”

Consequently, the company invited security operatives and task force of the sports festival to eject the energy drink’s representatives from the Abuja Stadium.