In a strategic move blending sports development with brand marketing, AmuGold, a leading cosmetics company in Nigeria, has launched the inaugural edition of the AmuGold Football Competition, signaling its intent to make it an annual fixture.

The competition, which kicked off today Sunday May 4, 2025 at the Kwara Football Academy (KFA), is more than just a grassroots sporting event.

It represents a calculated investment in youth engagement, community development, and brand visibility, particularly for its flagship product, Jimpo-Ori, a widely-used shea butter body cream.

Speaking to sportsbash.com.ng during the opening match between AmuGold FC and Kingdom Harvest, AmuGold’s Human Resource Manager, Aare Godwin Oluwaseyi emphasized the company’s multi-pronged objectives for the tournament.

“We are using the competition to achieve set goals—for our brand and for Kwara State,” he said.

“This is about bringing unity among youths, discovering and nurturing football talent, and reinforcing our brand presence,” he added.

AmuGold’s foray into football sponsorship reflects a broader trend in the Nigerian business landscape, where companies increasingly leverage sports platforms to deepen community ties and drive corporate social responsibility initiatives.

“Football is a powerful tool for social impact, and this competition is our contribution to youth empowerment and talent development,” Oluwaseyi added.

Known for its household products, AmuGold’s involvement in the sports sector further cements its image as a socially conscious brand.

The company hopes that this initiative will not only promote harmony among Kwara’s youths but also serve as a pipeline for identifying and grooming future football stars.

The tournament will run through the week, culminating in a grand finale on Sunday at the KFA grounds.

Amugold FC and Kingdom Harvest FC settling for a thrilling 2-2 draw in the opening match. Action continues tomorrow Monday with more group stage fixtures as the tournament gathers momentum.