Stakeholders Urged To Project Nigeria’s Sports In Positive Light

Stakeholders within Nigeria’s sports sector has been urged to consistently project the sector in a positive light to attract the vital funding necessary for driving sustainable growth in the industry.

The director-general of the National Sports Commission (NSC) Hon. Bukola Olopade, gave admonition at the Sports Africa Investment Summit (SAIS), co-organised by the NSC and Sports Nigeria in Lagos, stressing that the perception of Nigeria’s sports industry is instrumental in securing private-sector investment.

“Much like best practices across the globe, one must not de-market a product intended for the market, as the perception of that product is of utmost importance,” he asserted.

Having spent over two decades in the private sector, Olopade articulated his understanding of the reasons behind the suboptimal attraction of private-sector investment in Nigerian sports. He highlighted that the NSC is actively working to change this narrative through its Reset, Rethink, and Relaunch campaign.

Olopade noted that leading global sports institutions have flourished because they have collectively cultivated a positive image over time, ensuring a robust brand perception among all stakeholders involved.

As a panellist during the Summit breakout session, Olopade also addressed the existing capacity gaps in corporate governance, administration, and management within Nigeria’s sports federations. He outlined significant reforms introduced by the NSC under the leadership of Chairman Mallam Shehu Dikko, particularly focusing on corporate governance structures.

“I am pleased to report that we are already witnessing positive outcomes from these initiatives. For instance, in Rugby, where they now have a Chief Operating Officer (COO), they are on the verge of securing two sponsorships. Additionally, the President of the Nigeria Badminton Federation, Francis Obih, has recently informed me of the substantial impact that their new COO, Blessing Ekwe, had on the team at the recently concluded All Africa Badminton Championship in Cameroon.”

Furthermore, Olopade revealed plans to establish dedicated Corporate Communications Units across all sports federations to enhance information management and strategic dissemination.

“We are currently making arrangements to ensure that all sports federations have corporate communications teams for advanced information management and dissemination,” he concluded.