For Mallam Shehu Dikko, Chairman of the National Sports Commission, the mandate of President Bola Ahmed Tinubu GCFR regarding the sports economy necessitates ongoing engagement with key stakeholders.
Therefore, when Chief Mike Itemuagbor, a leading sports marketer and CEO of Pamodzi Sports Marketing Ltd., paid a visit, it presented a valuable opportunity to gather insights on transforming the sports sector from a consumption model to one focused on production.
The discussions primarily revolved around enhancing private sector participation and investment in sports. The National Sports Commission is dedicated to leveraging the opportunities within the sector and developing value chains throughout the industry. The days of the nation’s sporting facilities remaining underutilised during weekends are long gone. The aim is to foster a sports weekend economy that encourages individuals to incorporate sports into their leisure activities.
Increased engagement in sporting events will generate more jobs within the sector, making the goal of contributing 3% to the nation’s GDP more attainable. However, achieving this ambition requires substantial private sector involvement, which was the central focus of the meeting with Chief Itemuagbor, where various mutual interests were discussed.
Having previously served on the marketing committee of the Confederation of African Football (CAF), Itemuagbor has successfully promoted numerous local, international, and global sporting events. His experience includes marketing significant championships and tournaments held in Nigeria, such as the African Youth Championship in 1995, the FIFA U-20 World Cup in 1999, the Africa Cup of Nations in 2000 (Ghana/Nigeria), the 8th All-Africa Games in 2003, and the FIFA U-17 World Cup in 2009.
