Rite Foods Limited, through its brands Sosa Fruit Drink and Bigi Premium Water, has announced a partnership with Showtime to support the upcoming Flag Football season. This collaboration aims to merge sport, family entertainment, and hospitality, reinforcing Rite Foods’ commitment to youth empowerment, inclusivity, and community development.
During a recent meeting held in Lagos, Showtime representative Ivie Okuns highlighted the unique nature of flag football, describing it as a safer, semi-contact version of American football where players wear waist flags instead of tackling. “Flag football is a family-friendly, inclusive sport that allows both men and women to compete together on the same team, something not done anywhere else in the world. At Showtime, we organise the largest co-ed flag football league because we believe in unity,” she explained.
Okuns noted that Showtime’s season runs from 21 September to 21 December, featuring 10 teams over 13 weeks, with weekly games every Sunday. The season will culminate in the Showtime Bowl, a flagship event that combines sports, music, and family-friendly entertainment. “For us, flag football is more than a sport; it is a festival of culture, togetherness, and joy,” she added.
Esther Kalu, another representative from Showtime, emphasised the importance of hospitality in creating memorable sporting experiences. She pointed out that the partnership with Sosa and Bigi ensures that refreshments and nourishment are part of the entertainment package, enhancing the overall audience experience.
Speaking on behalf of Rite Foods, Sosa Brand Manager Ruth Mark expressed excitement about the partnership. “Sosa Fruit Drink is proudly produced in Nigeria by Rite Foods Limited, packaged and distributed locally to world-class standards. We want to dispel the notion that Nigerian products lack quality, as Sosa is high-quality and suitable for colleagues, friends, neighbours, and communities. This partnership reflects our shared values of inclusivity, unity, and nourishment.”
Corporate Communication Manager Olukemi Ogunsakin highlighted the company’s broader sustainability agenda: “At Rite Foods, we are more than a food and beverage company; we are an organisation that cares for people and communities. Our sustainability strategy is anchored on the EYEC framework: Environment, Youth Development Education, and Community Development. Partnering with Showtime amplifies our investment in youth empowerment, inclusivity, and national unity. With over 70 per cent of Nigeria’s population under 35, sports like flag football are vital in channeling young energy into positive engagement.”
She concluded by reaffirming Rite Foods’ ethos: “We are proudly Nigerian and truly world-class. Excellence can be found, created, and nurtured in the country.”
