LOTUS Bank, a non-interest commercial bank, has announced a partnership with Inter Lagos FC, a Nigerian National League (NNL) club, to provide critical financial support and strengthen the club’s domestic and international ambitions.
This move marks the bank’s second sports sponsorship deal in three years, highlighting a growing trend among banks leveraging sports sponsorships to expand their brand influence and community engagement.
According to Kafilat Araoye, Managing Director and CEO of LOTUS Bank, “Football, like most sports, is a powerful tool for youth engagement, economic opportunity, and social cohesion. Our collaboration with Inter Lagos aligns with our vision of supporting initiatives that create lasting impact.”
This partnership is part of a broader trend of banks in Nigeria investing in football to boost brand visibility and community engagement.
Recent examples include PremiumTrust Bank’s four-year deal with the Nigeria Football Federation (NFF) and Zenith Bank’s long-standing support for Nigerian football development.
The partnership is also in line with global trends, as sports sponsorships have been shown to increase purchase intent and boost brand awareness.
Inter Lagos FC co-founder and CEO, Lanre Vigo, noted, “LOTUS Bank shares our passion for innovation and progress, and we’ve seen their dedication to sports development firsthand. Partnering with a forward-thinking financial institution strengthens our drive for excellence.”
The partnership is also expected to drive financial inclusion, with banks aiming to expand their customer base beyond traditional urban markets. LOTUS Bank’s previous partnership with Ikorodu City FC, another NNL side, is a testament to this strategy.
This collaboration further clears the doubt of sports not getting included in media and ambassadorial deals. Sport has become a powerful tool for branding and community engagement.
