The 2025 edition of the Ojude Oba festival has been described as the most successful yet, drawing in an estimated ₦2 billion in sponsorship, according to cultural ambassador Farooq Oreagba.
Obi Asika, Director-General of the National Council for Arts and Culture (NCAC), praised the festival’s cultural and economic significance in a post shared on Instagram Friday.
He attributed part of the festival’s recent growth to Oreagba’s authenticity and influence, particularly in attracting corporate sponsors.
Recalling a recent conversation with Oreagba at the West Africa Economic Summit, Asika said, “People asked why we appointed him an ambassador. The answer is simple—he’s authentic, respects diverse cultures, and understands the business side of culture and entertainment, given his background in the financial sector.”
In the shared video, Oreagba, who became widely known after his appearance at the 2024 edition, described this year’s festival as the largest in history, noting that crowd overflow required structural changes to the event venue.
He explained that his Airtel endorsement in 2024 opened doors for corporate partnerships, benefiting not just him but other festival participants. Companies like Goldberg and Polo Avenue were among the brands involved.
“Many endorsements came to me, but I redirected most to other families,” he said, referencing beneficiaries like Doyin Alatishe and Princess Adesile.
Oreagba added that beyond sponsorships, the festival had a significant economic impact. “By my estimates, we generated over ₦2 billion in sponsorships alone. CNN reported that around \$10 million circulated in the Ijebu economy during the event.”
He noted that hotels were fully booked, with visitors forced to find accommodations outside Ijebu Ode.
Asika concluded by calling for improved production, branding, and logistics across Nigerian festivals to help them become self-sustaining, while celebrating the success of Ojude Oba and the cultural leadership of the Awujale of Ijebuland and Governor Dapo Abiodun.
Advertisement
