“Rebrand Nigerian Sports To Attract Investors” – NSC DG Bukola Olopade Urges Stakeholders
Princess-Ekwi Ajide
In a bid to attract sustainable investments and drive growth in Nigerian sports, the Director General of the National Sports Commission (NSC), Hon. Bukola Olopade, has called on stakeholders to consistently project the industry in positive lights.
Speaking at the Sports Africa Investment Summit (SAIS) in Lagos, Olopade emphasised that perception plays a key role in securing private-sector funding.
He warned against negative narratives that could discourage potential investors, stressing that top global sports institutions thrive because of deliberate efforts to build a strong brand image.
“You don’t de-market a product you intend to sell. The perception of Nigerian sports matters if we want private sector investment,” he said. “At the NSC, we are working to change the narrative with our Reset, Rethink, and Relaunch campaign.”
Olopade also highlighted capacity gaps in corporate governance and administration within Nigerian sports federations, revealing that reforms introduced under NSC Chairman Mallam Shehu Dikko are already yielding results.
He cited the recent success of the Nigeria Badminton Federation and Rugby Federation, which have begun securing sponsorships due to improved governance structures.
To further enhance the sector, he announced plans to introduce dedicated Corporate Communications Units in all sports federations to improve strategic information management.
With these initiatives, the NSC is setting a new course for revamping Nigeria’s sports industry, ensuring it becomes more attractive to investors and globally competitive.
