Attracting Investments Through Corporate Governance

What Companies and Start-Ups Seeking Funding in Nigeria Need to Know.

Introduction:

Corporate governance refers to the set or system of rules, practices, and processes that direct, controls, or determines a company’s operations and ensures balancing the various company stakeholder interests. i.e. shareholders/Investors, senior management executives, customers, suppliers, financiers, the government, and the community. A critical reason for corporate governance by companies, especially those seeking funding, is to improve investor confidence in the said Company. Between 2020 and Q1 2021, the Nigerian start-up ecosystem witnessed several fund- raising milestones. There is no end to this in sight. Many have argued that better investor protections increase the readiness of investors to provide financing to companies. Consequently, companies (including private companies and start-ups) seeking investments/funding need to ensure compatibility with Corporate Governance best practices to increase their attractiveness for investor financing.

In 2019, the Nigerian Minister of Trade and Investment, Mr Okechukwu Enelamah, issued the Regulation on the Adoption and Compliance with the Nigerian Code of Corporate Governance of 2018 “NCCG 2018” initially approved by the Financial Reporting Council of Nigeria (“FRCN”). The focus of this Regulation was to institutionalise an across board corporate governance standard for all Nigerian companies considering that the previous sector-specific codes were limited in their application. The NCCG 2018’s application extends to entities listed therein to wit: all public companies (listed and unlisted); all private companies that are holding companies of listed companies or other regulated entities; all concessioned or privatised companies; and all regulated private companies (i.e. private companies that file a return with any regulator other than the Corporate affairs commission and the Federal Inland Revenue Service. While generic start-ups not contained hereunder, the need to have sound corporate governance remain critical for funding by investors.

The Code provides for a principle-based “Apply and Explain” approach which cuts across six core areas, all of which affect investor confidence to wit: Board of Directors and Officers or the Board, Assurance; Relationship with Shareholders, Business Conduct and Ethics, Sustainability and Transparency.


1. Board of Directors and Officers or the Board:

The Board’s role is to give sound entrepreneurial and strategic business leadership to a company; investors look to find this trait and capacity in the board composition. However, beyond this, the Board is also required to promote an ethical culture and drive responsible corporate citizenship, which all add up to the Company’s corporate governance point. Hereunder, the NCCG 2018 makes recommendations, many of which could impact investor confidence in the Company and affect their For example, the Code recommends that:


  • The Board should be of sufficient size to effectively undertake and fulfil its business; to oversee, monitor, direct and control the Company’s activities and be relative to the scale and complexity of its operations.1 [Note: As opposed to preceding codes that prescribe a minimum or a maximum number of directors comprising the Board, the NCCG 2018 is more focused on the relativity of the Board’s size to the Company’s ];

  • The Board should promote diversity in its membership across a variety of attributes relevant for promoting better decision- making and effective governance. These attributes include a field of knowledge, skills and experience, and age, culture, and The Board should have the policy to govern this process and establish measurable objectives for achieving diversity in gender and other areas.2 [Note: This particularly instructive considering that there exist diversity-led investors. We find that there are investors who, beyond the idea or business of the Company, look to see how much effort is placed on diversity by the Company.];

  • No individual or small group of individuals should dominate the Board’s decision-making and the positions of the Chairman of the Board3 and the Managing Director/Chief Executive Officer (MD/CEO) of the Company should be separate such that no person can combine the two positions.4 [Note: The main focus here is to spread control and reduce absolutism to promote objectivity in achieving the Company’s goals. This creates confidence in the investors in that their interest is better to secure with this dilution.]

  • The Chairman of the Board should be a NED and not be involved in the Company’s day-to-day operations, which should be the primary responsibility of the MD/CEO and the management team.5 Also, generally, the MD/CEO or an Executive Director (ED) should not subsequently be the Chairman of the same Company.6 However, where the Board decides that a former MD/CEO or an ED should become Chairman, the Company should adopt a cool-off period of three years.7


2. Assurance:

Assurance covers issues such as risk management, internal and external audits and Whistleblowing. Some of the critical points hereunder that, if implemented, could positively affect investor attitude and confidence. For example, the Board is encouraged to:

  • Establish a risk management framework that defines the Company’s risk policy, risk appetite, and risk limits and identifies, assesses, monitors, and manages critical business risks to safeguards shareholders’ investments and the Company’s assets.8

  • articulate, implement and review the Company’s internal control systems to strengthen the risk management framework;9

  • conduct at least annually, or more often in companies with complex operations, a thorough risk assessment covering all aspects of the Company’s business and ensure that mitigating strategies have been put in place to manage identified risks10

  • Ensure the internal audit function should be headed by a member of senior management who is a professional with relevant qualifications, competence, objectivity and experience; and is registered with a recognised professional body.11

  • Ensure there is an external assessment of the effectiveness of the internal audit function at least once every three years by a qualified independent reviewer to be appointed by the Board.12

  • Appoint External auditors to subject to the extent applicable laws.13 And that to protect the integrity of the external audit, the Company may retain such external audit firms for no longer than ten years continuously.14 External audit firms disengaged after ten years of continuous service may not be considered for reappointment until seven years after their disengagement.15


3. Relationship with Shareholders:

One way to attract investor confidence is to show the Company has a positive demeanour towards engaging shareholders. The NNCG 2018 recommends that:

  • General Meetings should be conducted in an open manner allowing for free discussions on all issues on the agenda. Sufficient time should be allocated to shareholders, particularly minorities, to participate fully and contribute effectively at such meetings.16

  • The venue of a General Meeting should be accessible to shareholders to ensure that shareholders are not disenfranchised on account of the choice of venue.17

  • The Board should develop a policy that ensures appropriate engagement with shareholders.18


4. Business Conduct and Ethics:

The presence of professional business and ethical standards advances the protection of and enhances the Company’s reputation while simultaneously fostering good conduct and investor confidence. The NCCG 2018 recommends that:

  • The Board should model a top-down commitment to professional business and ethical standards by formulating and periodically reviewing the Code of Business Conduct and Ethics.19

  • The Board should be responsible for monitoring adherence to the Code of Business Conduct and Ethics to ensure that breaches are effectively sanctioned.20


5. Sustainability:

Sustainability road map is one attractive feature companies and start-ups looking to get funding should have. This road map may concern the environment, social welfare, occupation, health, etc. The NCCG 2018 recommends that:

  • The Board should establish policies and practices regarding its social, ethical, safety, working conditions, health and environmental responsibilities, and policies addressing corruption.21

  • The Board should monitor the implementation of sustainability policies and report the extent of compliance with the guidelines.22


6. Transparency:

The central focus herein concerns stakeholder communication and disclosures. Investors require constant information to keep abreast of the Company’s activities and are entitled to the Company’s disclosures where necessary. Of all the modes of attracting investor confidence, this appears to be the most significant. The NCCG 2018 recommends that:

  • The Board should adopt and implement a stakeholder management and communication policy.23

  • The Board should ensure that the reports and other communication issued to stakeholders are in clear and easily understood language.24

  • The Board should ensure that the Company’s annual report includes a corporate governance report that provides clear information on the Company’s governance structures, policies and practices, and environmental and social risks and opportunities.25

  • The Board should use its best judgment to disclose any material matter even though not explicitly required by this Code to be disclosed if, in the Board’s opinion, it can affect the present or anticipated financial condition of the Company or its status as a going concern. The onus of proof of such possible adverse effect is on the Board.26

  • The Company should establish policies and procedures for the identification, communication and response to concerns from stakeholders.27


Conclusion:

Overall, corporate governance covers principles set by companies to direct their operations. A company or start-up that prioritises strong and transparent corporate governance makes better ethical decisions that benefit its operations and its stakeholders. Critically, this positions the Company as an attractive ground for investment, especially where the said Company’s financial projections are simultaneously promising. It is essential to note that although the NCCG imposes no penalty for non-compliance with its provisions, the NCCG states that the implementation of the NCCG will be monitored by the FRCN through the various sectoral regulators and registered exchanges with such power impose appropriate sanctions for non-compliance.

References

1 Principle 2 Recommendation 2.1 NCCG 2018

2 Principle 2 Recommendation 2.4 NCCG 2018

3 Principle 2 Recommendation 2.6 NCCG 2018

4 Principle 2 Recommendation 2.7 NCCG 2018

5 Principle 3 Recommendation 3.2 NCCG 2018

6 Principle 3 Recommendation 3.3 NCCG 2018

7 Ibid

8 Principle 17 Recommendation 17.1 NCCG 2018

9Principle 17 Recommendation 17.4 NCCG 2018

10 Principle 17 Recommendation 17.5 NCCG 2018

11 Principle 17 Recommendation 17.8 NCCG 2018

12 Principle 18 Recommendation 18.6 NCCG 2018

13 Principle 20 Recommendation 20.1 NCCG 2018

14 Principle 20 Recommendation 20.2 NCCG 2018

15 Ibid

16 Principle 21 Recommendation 21.1 NCCG 2018

17 Principle 21 Recommendation 21.2 NCCG 2018

18 Principle 22 Recommendation 22.1 NCCG 2018

19 Principle 24 Recommendation 24.1 NCCG 2018

20 Principle 24 Recommendation 24.2 NCCG 2018

21 Principle 26 Recommendation 26.1 NCCG 2018

22 Principle 26 Recommendation 26.3 NCCG 2018

23 Principle 27 Recommendation 27.1 NCCG 2018

24 Principle 27 Recommendation 27.2 NCCG 2018

25 Principle 28 Recommendation 28.1 NCCG 2018

26 Principle 28 Recommendation 28.4 NCCG 2018

27 Principle 28 Recommendation 28.9 NCCG 2018

May 30, 2025
1.0. INTRODUCTION Over the years, sports have evolved beyond the receptive games to be played for either leisure or regional competition to global commercial enterprises. With events such as the FIFA World Cup, the UEFA Champions League, and the Olympics, one could argue for the gradual globalisation of sports. However, a deeper review of this process reveals the step-by-step adoption on technology and media in the said globalisation; and this in turn opens a whole world of issues around intricate productions involving intellectual property, sponsorships, media rights, and extensive contractual framework. What appears onscreen on-demand, is underpinned by meticulously crafted legal and business arrangements that enable cross border entertainment, while also embracing innovation, and advancement of commercial value as well as the mechanism for its protection. This article will comment on lifecycle of sports media and branding rights, providing a legal and commercial roadmap for international stakeholders, with a core mention of Nigerian legal framework. 1.1. The Games Before The Game: Where Rights Begin A sporting event seen on screen represents a combination and intersection of rights, agreements, and negotiations established long before the game itself. Elements such as match footage, player imagery, and pitch-side ads are meticulously claimed, licensed, or sold by stakeholders ranging from governing bodies like FIFA and CAF to individual clubs and players. Governing bodies like Fédération Internationale de Football Association (FIFA) or Confederation of African Football (CAF) often control broadcasting rights and official branding; Clubs handle their trademarks and merchandising, while players, depending on the jurisdiction and their contracts, may retain significant control over image use. In Nigeria, these rights are governed primarily by the Copyright Act 2022, the Trademarks Act, and general contract law. Globally, the WIPO Draft Broadcasting Organizations Treaty seeks to provide unified protection against transnational piracy, though its implementation remains pending. While legislation is germane, the allocation of rights determines visibility, which in turn dictates commercial value. For example, a sponsor may invest significant resources for their brand to appear prominently on a player’s jersey; if the broadcaster’s camera angles fail to display this placement effectively, disputes may arise over liability, highlighting the complexity of coordinating rights and visibility. 1.2. Broadcasting: The Soul of Sports Economics Broadcasting rights, legal licenses, which grant entities the authority to record, transmit, and distribute sporting events across television, radio, and digital plat- forms, form the backbone of the sports economy. These rights influence how and where sports are consumed, and more importantly, who profits from them. Broadcasting deals often determine the visibility of a sport or league. A single contract can propel a domestic competition to international fame or render it virtually invisible. Broadcasting contracts typically divide rights by territory, impose exclusivity, and adhere to strict timeline. SuperSport’s exclusive broadcasting rights for the English Premier League in Nigeria exemplify how market power and legal exclusivity intersect and give an indication of the high stakes involved. The high stakes of these deals invite fierce legal battles. Unauthorised broadcasting — even a short clip aired by a local station — can trigger swift legal action: injunctions, takedown notices, and litigation under intellectual property and broadcasting regulations. Nigerian courts are increasingly proactive in addressing violations, issuing in- junctions and damages to safeguard broadcasting rights. This was clear in the cases of Nigerian Copyright Commission v. Joseph Daomi (1) and Nigerian Copyright Commission v. Stanley Nwankwo (2) where the accused were both convict- ed for the illegal distribution of a broadcast signal. Notwithstanding these strides, the digital age has further complicated enforcement. Pirated content spreads rapidly through social media and messaging apps, outpacing legal remedies. Even the most robust broadcasting contracts may falter when faced with jurisdictional challenges or technological barriers. 1.3. The Screen as a Billboard-Sponsorship Rights and Deals Sponsorships are where legal rights and commercial branding meet. Imagine a football match with no logos, branded kits, or digital billboards — it would look almost unfamiliar. Sponsorships transform the broadcast screen into prime advertising opportunities. Sponsors don’t pay to support the game per se; they pay for visibility — to have their brand appear on screen, in post-match highlights, and across social media. Consequently, sponsorship contracts are heavily negotiated, and often include exclusivity clauses- preventing rival brands from sharing screen space-, morality clauses- allowing termination if an athlete damages the brand’s reputation- and 0n-screen guarantee clauses- ensuring brand visibility during key moments. Legal disputes may arise when a player’s personal sponsorship conflicts with the team or league’s official sponsors. These cases often require arbitration or court intervention to interpret competing contractual obligations. 1.4. Protection and exploitation of Image Rights: An Athlete’s Brand As athletes gain popularity, their image rights become valuable assets, especially when it comes to sports broadcasting and sponsorship deals. Athletes are no longer just competitors; they are influencer, brands, and public figures. Image rights — the legal right to control the commercial use of one’s identity — encompass name, likeness, signature, voice, and other personal at- tributes. 1. Trademark Registration Athletes can register their name, logo, or signature as trademarks under the Nigerian Trademarks Act.(3) This grants them exclusive commercial rights and legal recourse against unauthorised use. 2. Passing Off Under Nigerian common law, an athlete can sue for “passing off” where their image is used without consent in a way that causes reputational or financial harm. However, for such claim to succeed, they must show goodwill, misrepresentation, and damage (see NOKIA Corp v. Intercellular Nigeria Ltd ).(4) 3. Contractual Protections Image rights agreements which are sophisticated in nature often accompany endorsement and sponsorship deals, setting out the way and manner in which an athlete’s likeness can be used, as well as the duration. 2.0 Challenges and Emerging Legal Questions As the sports industry evolves, so do legal challenges. Key recurring questions include: Who owns broadcast footage — the league, broadcaster, or athlete? And to what extent does this ownership lie? How should courts resolve conflicts between personal image rights and league broadcasting rules? What remedies exist for athletes whose images are exploited online with- out consent? A limitation to image rights still lingers, while copyright under the Copyright Act 2022 protects original works like photographs and videos, it does not ex- tend to personal identity. For example, a photo of an athlete is owned by the photographer, not the athlete — unless transferred. 3.0 Conclusion In Nigeria and beyond, sports are no longer just about goals and glory, it has mutated into a high-stakes legal arena involving complex rights, cross-border contracts, and millions in sponsorship and broadcasting revenue. Whether it’s a shaky Facebook Live stream, a branded jersey, or a player’s endorsement deal, every piece of the game is backed by a legal contract. For stakeholders — athletes, sponsors, broadcasters, and regulators — under- standing and enforcing these rights is critical. While Nigeria’s legal framework is still evolving, robust use of intellectual property law, contract law, and com- mon law principles can offer meaningful protection. 55 NIPJD [FHC, 2012] MKD/CR/38 55 NIPJD [FHC, 2012] ABJ/CR/14/2011 Cap T13, Laws of the Federation of Nigeria 2004 (2003) 12 v Pt 836, 22