NPFL partners with MBI to expand digital reach via YouTube

The Nigeria Premier Football League has entered a new digital phase through a content and live-streaming partnership with Murphy Ben International (MBI). The deal utilizes MBI’s Aforevo YouTube Multi-Channel Network (MCN) to distribute league content. This arrangement addresses long-standing concerns regarding how supporters can access match broadcasts.

Rather than operating through a single standalone page, MBI functions as a YouTube ecosystem. As an MCN, the company manages a portfolio of various channels, some of which hold millions of subscribers. This structure allows the partner to provide services such as audience development, content programming, and digital rights management across multiple platforms rather than relying on one central channel.

NPFL Chairman Otunba Gbenga Elegbeleye stated that the partnership is a direct response to fans asking where they can watch the league. The initial rollout will include live coverage and delayed broadcasts of several games every matchday on the official NPFL YouTube channel. Elegbeleye confirmed that selected matches will be available to viewers in high definition for free.

Beyond simple broadcasting, the partnership aims to increase the commercial value of the league. Elegbeleye noted that the digital move should provide clubs with better visibility and new revenue streams through advertising and sponsorships. The initiative is also intended to give players a global platform to display their skills to international audiences.

MBI Director for Corporate Affairs Chioma Obioke explained that the goal is to build a wider audience and tell the stories of the clubs, coaches, and players. This strategy targets fans within Nigeria as well as the diaspora and global football enthusiasts. The league intends to reach viewers via mobile phones, laptops, and televisions.

Internal analytics provided by MBI suggest a massive digital scale, recording over 3.28 billion views over the last 365 days. The data indicates significant viewership in markets including Nigeria, South Africa, Kenya, Ghana, Zambia, Côte d’Ivoire, and the United States. This international reach aligns with the league's ambition to export Nigerian football culture to a global audience.