NPFL enters digital era with MBI YouTube partnership
The Nigeria Premier Football League (NPFL) is taking another step towards expanding the reach of domestic football following a new digital streaming partnership with Murphy Ben International (MBI).
The partnership, unveiled at a signing ceremony, will see selected NPFL matches streamed through the league’s official YouTube channel, giving supporters access to live and delayed coverage on mobile phones, televisions, laptops and other internet-enabled devices.
For a league that has struggled with the accessibility and visibility of its matches, the development could mark an important shift in how Nigerian domestic football is consumed.
NPFL chairman Gbenga Elegbeleye described the agreement as a landmark moment for the league, stressing that digital access would make it easier for supporters to follow their clubs regardless of their location.
“There will be no more excuses of ‘I didn’t see the match,’” Elegbeleye said.
Beyond live streaming
Under the agreement, selected matches will be streamed live, while multiple games on matchdays will also be made available through delayed broadcasts. The coverage is expected to be free to viewers and produced in high definition.
However, the partnership is expected to go beyond simply putting NPFL matches on YouTube alone.
The league sees the digital platform as an opportunity to increase its visibility, strengthen relationships with supporters and create new commercial opportunities for clubs, players and other stakeholders.
The agreement followed weeks of discussions between the NPFL and MBI, including meetings in Abuja and a visit to MBI’s headquarters in Lagos.
The discussions focused on developing a digital broadcasting structure capable of taking NPFL content to a wider audience.
Elegbeleye said MBI’s technical and digital expertise would contribute to improved production and distribution while helping the league tell more stories around its clubs, players, coaches and supporters.
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MBI targets global audience
MBI chairman Murphy Anawana described the agreement as an opportunity to take Nigerian domestic football to a larger audience both within Africa and beyond the continent.
He said the company would deploy its production capabilities and social media reach to strengthen the profile of the NPFL and position it as one of Africa’s leading domestic competitions.
“This partnership will focus on digital broadcasting, storytelling, promotion, fan engagement and commercial partnerships,” Anawana said.
The focus on storytelling could prove particularly important for the NPFL.
Nigerian football has produced generations of talented players and historic clubs, but the domestic league has often struggled to maintain the level of visibility enjoyed by more established leagues outside the country.
A stronger digital presence could help change that by giving supporters in Nigeria and abroad easier access to matches while creating more opportunities to follow individual clubs and players.
A new window for Nigerian football
The partnership comes at a time when digital platforms are playing an increasingly important role in sports broadcasting.
YouTube gives the NPFL a direct channel to its audience, allowing the league to communicate with supporters without relying solely on traditional broadcasting platforms.
For clubs, increased exposure could strengthen their appeal to sponsors and commercial partners. For players, consistent match coverage could provide a larger platform to showcase their performances to supporters, scouts and potential suitors.
The bigger challenge, however, will be turning increased access into sustained viewership, fan engagement and commercial value.
For now, the partnership represents another significant step in the NPFL’s digital strategy.
The objective is straightforward: make Nigerian league football easier to find, easier to watch and easier to follow.
With MBI providing digital and production support, the NPFL is opening a new window for domestic football and taking another step towards giving the league the wider audience it has long sought over the years.