Cleaques Sports has signed a partnership agreement with the Nigeria University Games Association (NUGA) to provide digital sports infrastructure, exclusive livestreaming and technology-driven solutions aimed at transforming the university sports ecosystem in Nigeria.
The agreement, signed recently at the University of Calabar, seeks to expand the visibility of university sports, improve audience engagement, strengthen sports administration and unlock new commercial opportunities through digital innovation.
Under the partnership, NUGA will leverage Cleaques Sports’ robust integrated digital ecosystem to support the administration, promotion and commercialisation of university sporting competitions.
Key areas covered by the agreement include Cleaques being the official digital portal for athlete registration and validation, athlete data management and statistics capture, exclusive livestreaming of university sporting competitions, enhanced fan experiences and other digital solutions designed to improve how university games are organised, accessed and experienced.
The collaboration is expected to provide a centralised platform for managing athlete information, showcasing sporting talent and connecting athletes, participating institutions, fans, sponsors and other stakeholders within the university sports ecosystem.
Beyond improving the administration and visibility of university sports, the partnership is expected to create significant opportunities for students and athletes.
Through exclusive livestreaming, students, alumni, families and sports enthusiasts will be able to access and follow competitions beyond the physical venues, allowing more people to support their institutions and celebrate the achievements of student-athletes.
For athletes, the partnership presents an opportunity to gain exposure beyond university competitions by making their performances more accessible to scouts, professional clubs, sports agents, talent managers and organisations offering sports scholarships.
By combining livestreaming with structured athlete data and statistics capture, Cleaques aims to help create a more visible and measurable pathway for identifying emerging talent and connecting promising athletes with opportunities to advance their sporting careers.
The collection of performance statistics, competition records and athlete profiles will also support the development of professional sports CVs and digital athlete portfolios.
These profiles can help student-athletes document their achievements, demonstrate their abilities and present their sporting credentials to prospective clubs, scholarship providers, agents and other talent-development organisations.
For athletes seeking opportunities locally and internationally, this improved access to performance records and digital visibility could help bridge the gap between university-level participation and professional sports.
The initiative is also expected to support students who aspire to combine academic development with competitive sports by improving their visibility to potential scholarship providers and institutions with athlete-development programmes.
By creating more structured digital records of sporting performances, the partnership could help athletes communicate their potential more effectively and pursue opportunities that may otherwise remain difficult to access.
In a statement, Cleaques said the partnership was designed to strengthen NUGA’s digital capabilities, expand the reach of university sports and create new opportunities for sponsorships, commercial partnerships and stakeholder engagement.
Beyond digital infrastructure, the partnership reflects a broader ambition to reposition university sports as a significant contributor to Nigeria’s sports economy.
Cleaques Sports aims to work with NUGA to transform university games from competitions primarily organised for participating institutions into a major economic activity driven by sports tourism, commercial partnerships, digital engagement and increased public participation.
Through technology-enabled fan experiences, exclusive livestreaming and improved digital access, the collaboration seeks to attract wider audiences, encourage tourism around university sporting events and create additional value for host institutions, local businesses, sponsors and other stakeholders.
It also seeks to ensure that the value created by university sports extends to the athletes themselves by improving their visibility, strengthening their sporting profiles and connecting their performances to potential career and development opportunities.
The adoption of digital technology and artificial intelligence is also expected to enhance the presentation of competitions, improve access to sporting data and statistics, strengthen audience engagement and increase the commercial appeal of university sports.
These capabilities could further support athlete performance documentation, talent identification and the development of digital profiles that make student-athletes more discoverable to relevant stakeholders across the sports industry.
The signing ceremony was attended by NUGA president, Professor Bawa Mohammed; Ezeani Chidiebere, acting Secretary General; Yunusa M. Bazza, also listed as acting Secretary General of NUGA; Agomeze Saint Chukwuemeka, Vice President, Ecosystem Growth and Strategic Partnerships at Cleaques and Njoku Chukwuemeka Emmanuel Clifford, Lead Product Manager.
According to Cleaques, the partnership represents a shared commitment to advancing university sports through technology, innovation and strategic collaboration.
For Cleaques, the agreement reinforces its commitment to developing digital solutions that connect athletes, sporting institutions, audiences and commercial partners while creating sustainable opportunities for growth across the sports industry.
The organisation believes that integrating digital infrastructure, exclusive livestreaming, athlete data systems and enhanced fan experiences into university sports will help NUGA expand its reach, attract strategic investment and establish university games as a more visible and commercially viable sporting platform in Nigeria, while creating new pathways for student-athletes to gain recognition, access development opportunities and pursue professional careers in sports.
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