Kano Pillars Football Club, one of Nigeria’s most prominent football institutions, has secured a landmark one-year partnership valued at ₦100 million (approximately $217,000) with Radio France Internationale (RFI) Hausa, aimed at boosting the club’s media presence and operational capacity. The deal, announced Thursday during a ceremony at Kano’s Sani Abacha Stadium, represents the first-ever football sponsorship by RFI, a global media organization with a strong focus on African audiences.
Ahmed Musa, former captain of Nigeria’s national team and current General Manager of Kano Pillars, described the collaboration as a transformative step for the club. The agreement includes ₦45 million in direct financial support and ₦55 million in equipment and services, such as digital media tools, including cameras and computers, alongside monthly training for the club’s media staff. RFI Hausa will also sponsor redesigned jerseys featuring traditional Kano motifs, a prototype of which was showcased at the event.
“RFI has exceeded our expectations, not just in funding but in their holistic support for our growth,” said Musa, emphasizing the partnership’s potential to enhance branding and outreach. He appealed to other organizations to follow RFI’s example in backing grassroots and professional football development in Kano State.
Joseph Penny, RFI Hausa’s Director and Chief Coordinator in Nigeria, underscored the alignment of the deal with the broadcaster’s mission to promote sports and community engagement. Beyond jersey branding, the partnership will leverage RFI’s social media reach—1.6 million Facebook followers and 800,000 TikTok users—to amplify Kano Pillars’ global profile. Content creation support and technical assistance are central to the collaboration, which Penny noted would spotlight the club’s heritage.
“This isn’t merely about logos,” Penny said. “It’s about empowering a storied institution under Ahmed Musa’s leadership to connect with international audiences while preserving its legacy.” The sponsorship extends to all tiers of the club, including senior, junior, and youth teams spanning ages U-13 to U-19, ensuring developmental support across generations.
The agreement arrives as Nigerian football clubs increasingly seek strategic partnerships to offset financial challenges and modernize operations. For RFI Hausa, the move signals an expansion into sports diplomacy, tapping into football’s unifying appeal to strengthen ties with Nigerian audiences. Kano Pillars, founded in 1990, has won multiple Nigerian Premier League titles and remains a key talent pipeline for the national team. Analysts suggest the collaboration could set a precedent for similar alliances between African sports entities and international media networks.
With the new resources, Kano Pillars aims to bolster its competitiveness domestically while cultivating a digital-savvy fan base. The club’s integration of traditional aesthetics into its identity, as seen in the jersey design, reflects a broader strategy to balance modernity with cultural pride—a vision now amplified by RFI’s global platform.
