Vol. 8, Issue 1, Part B (2026)

Sponsorship plays a vital role in the financial sustainability and competitive development of professional football clubs, particularly in emerging football economies. Lobi Stars Football Club (FC), one of Nigeria’s prominent football teams, continues to face persistent challenges in attracting and retaining corporate sponsorship despite its historical significance and competitive presence. This study investigates the key barriers hindering effective sponsorship engagement at Lobi Stars FC and explores strategic solutions to enhance sponsorship appeal and long-term partnerships. Using a qualitative research approach, data were collected through semi-structured interviews with club administrators, sponsors, and sports marketing experts, complemented by document analysis of sponsorship records and media reports. The findings reveal that inadequate brand visibility, limited digital engagement, weak corporate governance structures, inconsistent on-field performance, and insufficient stakeholder communication significantly constrain sponsorship opportunities. Additionally, macro-environmental factors such as economic instability and low commercialization of the domestic football league further exacerbate these challenges. The study proposes strategic solutions including the development of a comprehensive sponsorship framework, strengthening digital and media presence, professionalizing club management, leveraging community engagement initiatives, and aligning club values with sponsor brand objectives. By addressing these structural and strategic gaps, Lobi Stars FC can improve its marketability and create mutually beneficial sponsorship relationships. The study contributes to sports management literature by offering context-specific insights into sponsorship challenges within African football clubs and provides practical recommendations for administrators seeking sustainable financial growth through strategic sponsorship development.