Stakeholders urged to project Nigerian sports in positive light
By Olaolu Joseph
The Director General of the National Sports Commission (NSC), Honourable Bukola Olopade, has called on stakeholders in the sports sector to consistently promote Nigerian sports in a positive manner to attract funding and drive sustainable growth in the industry.
Speaking at the Sports Africa Investment Summit (SAIS), co-organized by the NSC and Sports Nigeria in Lagos, Olopade stressed the importance of perception in securing private-sector investment.
“Like international best practices, you don’t de-market a product you intend to sell because its perception in the market matters significantly,” he said.
Drawing on his two decades of private-sector experience, Olopade explained why Nigeria’s sports industry has struggled to attract optimal investment.
He highlighted the NSC’s “Reset, Rethink, and Relaunch” campaign as a key initiative aimed at changing this narrative.
Olopade noted that top global sports institutions have thrived by building a strong, positive image, ensuring widespread support from stakeholders.
During a panel discussion at the Summit, he also addressed capacity gaps in corporate governance and management within Nigeria’s sports federations.
He outlined reforms introduced by the NSC under Chairman Mallam Shehu Dikko, particularly in improving governance structures.
“Rugby now has a COO and is on the verge of securing two sponsorship deals. Similarly, the Nigeria Badminton Federation, led by President Francis Obih, has seen significant contributions from their new COO, Blessing Ekwe, at the recently concluded All Africa Badminton Championship in Cameroon,” Olopade stated.
He further announced plans to establish Corporate Communications Units across all sports federations to enhance strategic information management and dissemination.
“Plans are underway to ensure that all sports federations have dedicated corporate communications teams for effective information management and dissemination,” he concluded.
The NSC’s commitment to rebranding Nigerian sports through strategic initiatives and private-sector partnerships is setting a new course for the industry’s future.
