The Director General of the National Sports Commission (NSC), Hon. Bukola Olopade, has called on stakeholders in the sports sector to consistently promote Nigerian sports positively to attract necessary funding and foster sustainable growth in the industry.
Speaking at the Sports Africa Investment Summit (SAIS) in Lagos, co-organized by the NSC and Sports Nigeria, Olopade stressed that the perception of Nigeria’s sports industry significantly influences private-sector investment.
“Like international best practices, you don’t de-market a product you intend to take to the market because the perception of the product out there matters a lot,” he stated.
Having worked in the private sector for over two decades, Olopade acknowledged the challenges facing sports funding in Nigeria. He revealed that the NSC is tackling these issues through its Reset, Rethink, and Relaunch campaign, aimed at reshaping the narrative and attracting investors.
He highlighted that top global sports institutions thrive by maintaining a strong brand image, ensuring credibility among stakeholders.
Governance Reforms and Capacity Building
As a panelist in a breakout session at the summit, Olopade addressed critical gaps in corporate governance, administration, and management within Nigeria’s sports federations. He pointed to key reforms led by NSC Chairman Mallam Shehu Dikko, particularly in strengthening corporate governance structures.
“And I am glad to say we are already seeing positive results. Rugby, with a new Chief Operating Officer (COO), is on the verge of securing two sponsorships. Similarly, the Nigeria Badminton Federation’s new COO, Blessing Ekwe, played a crucial role in the team’s success at the recently concluded All Africa Badminton Championship in Cameroon,” he noted.
Strategic Communication for Sports Federations
Olopade also revealed plans to introduce Corporate Communications Units across all sports federations to enhance information management and ensure strategic dissemination of sports developments.
“Plans are underway to ensure all sports federations have corporate communications teams for cutting-edge information management and dissemination,” he stated.
The NSC remains committed to reshaping Nigerian sports through strategic branding, governance reforms, and increased private-sector engagement, setting a new direction for the industry’s growth.
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