Farooq Oreagba says Ojude Oba 2025 secured ₦2bn in sponsorship deals, boosted Ijebu economy and drew global attention as Nigeria’s leading cultural event
Ojude Oba 2025 sponsorship figures have surpassed ₦2 billion, according to cultural ambassador and financial executive Farooq Oreagba, who revealed the figures during a conversation at the West Africa Economic Summit.
Oreagba, whose signature appearance at last year’s festival earned him widespread acclaim and an endorsement deal with Airtel, credited this year’s success to growing corporate interest, global media attention, and increased investment in local culture.
Speaking in a video shared by the Director-General of the National Council for Arts and Culture (NCAC), Obi Asika, Oreagba explained that the massive turnout at the 2025 edition prompted a complete restructuring of the festival arena.
“Ojude Oba 2025 was the biggest ever,” he said. “From the pictures, you could see that even the arena could not contain the number of people; we had to adjust the whole structure of it.”
According to him, corporate sponsorships played a major role in the expansion of the event. He disclosed that the festival and its participants collectively received over ₦2 billion in endorsements, with many families benefitting directly from brand partnerships.
“Last year, I received my Airtel endorsement after Ojude Oba, which set off a wave of events,” he said. “This year, I can tell you virtually every family got endorsed.”
Oreagba added that he declined several brand offers and redirected them to other participants to promote inclusivity. “My young Aburo, Doyin Alatishe – Goldberg, Princess Adesile – Polo Avenue,” he said, listing those who benefitted.
In addition to local earnings, the economic impact extended beyond sponsorship. He said that CNN had estimated over \$10 million in spending was generated within the Ijebu economy during the event, with hotels fully booked and surrounding towns providing overflow accommodation.
“People were spending money, all hotels were booked, everything,” he said.
NCAC’s Obi Asika praised Oreagba’s influence and authenticity in cultural representation, noting that the decision to name him a cultural ambassador in 2024 was based on his ability to connect culture, entertainment and business.
“He is authentic, represents his culture, respects all of our various cultures and understands the business of culture,” Asika wrote on Instagram.
He also urged festival organisers nationwide to improve logistics, branding, hospitality and production quality, adding that better strategic planning will help Nigerian festivals grow into globally recognised experiences.
The Ojude Oba Festival, held annually in Ijebu Ode, Ogun State, is one of Nigeria’s most iconic cultural celebrations. It honours the Awujale of Ijebuland and showcases colourful regalia, traditional horse riding, family pageantry and communal pride.
With the 2025 edition now hailed as the most financially successful in its history, stakeholders say the festival is fast becoming a major driver of tourism, investment, and cultural diplomacy in Nigeria.
Business3 years ago
