Sports Media Key To Unlocking Nigeria’s Sports Economy – NSC DG

 






Director General of the National Sports Commission, Hon. Bukola Olopade has emphasized that the strength of sports media remains central to unlocking Nigeria’s sports economy.
Speaking at the Sports Writers Association of Nigeria (SWAN) 60th Diamond Anniversary Lecture themed “The Power of Sports Media: Honouring its Legacy, Shaping the Future,” Olopade described sports media as a catalyst for national economic advancement.

He noted that every major economy that has successfully monetized sports, from the United States to South Africa, has done so through the power of strong media ecosystems.

Broadcast rights, streaming, digital content creation, and storytelling, he said, have become major global revenue streams, and Nigeria must now position itself for that same transformation.

Outlining strategies for achieving this goal, Olopade unveiled plans to establish Digital Sports Content Hubs that will connect federations, athletes, and sponsors.

He also proposed media partnership frameworks to promote profit-sharing and the use of data-driven reporting and analytics to guide marketing and decision-making.

According to him, the ongoing revolution in Nigeria’s sports sector places the media not as an observer but as a major stakeholder in the value chain.

He called for stronger collaboration among government, private sector, and media players to ensure sustainable impact, stressing that government must provide infrastructure and enabling policies, the private sector should bring innovation and investment, and the media must drive visibility, trust, and public engagement.

Olopade highlighted the Renewed Hope Initiative for Nigeria Sports Economy (RHINSE) as the blueprint aimed at transforming sport into a trillion-naira contributor to the national economy by 2030.

He also urged SWAN to lead the charge into the digital future by training a new generation of sports journalists equipped with both credibility and creativity, capable of blending technology with compelling storytelling.

In his remarks, Chairman of the National Sports Commission Mallam Dikko commended the positive outcomes achieved through stakeholder collaboration, especially in the recently concluded sports federation elections, which he described as a significant improvement over past exercises.

Addressing allegations of FIFA grant misappropriation by the Nigeria Football Federation (NFF), he clarified that such funds are deposited in a designated Central Bank of Nigeria account and can only be accessed with proper authorization.

He urged journalists to verify information and maintain balanced reporting, particularly as the Super Eagles pursue qualification for the FIFA World Cup.

Delivering a lecture titled “Political Will,” Director-General of the National Institute for Sports (NIS), Dr. Philip Shuaib, underscored the importance of vision, commitment, and institutional reform in strengthening the political will necessary for sports development.

Dr. Shuaib called on media practitioners to amplify government policies and programmes within the sector, adding that Nigeria’s vast talent pool, sports infrastructure, and the current administration’s commitment under President Bola Tinubu provide a unique opportunity for the country to emerge as Africa’s leading hub for sports hosting and organization, akin to Morocco’s growing prominence on the continent.




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