Art and Culture Ministry Partners Futuretech To Drive Nigeria’s Official Cultural Soft Power and Tourism Brand
Joel Ajayi
The Federal Ministry of Art, Culture, Tourism and Creative Economy (FMACTCE) has signed a Memorandum of Understanding with Futuretech to promote Nigeria’s cultural products and creative talent globally through the ‘Destination 2030; Nigeria Everywhere’ initiative.
The MoU outlines a comprehensive collaboration framework focusing on strategic planning, global communications and creative leadership including stakeholder engagement and events activation.
Under the agreement, Futuretech will serve as the brand custodian for the Destination 2030; Nigeria Everywhere initiative, ensuring consistency in messaging and brand integrity across all platforms.
At the MOU signing, the Honourable Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musawa, highlighted the significance of the partnership for Nigeria’s economic diversification efforts.
“This is indeed a full circle moment, as Futuretech has been an integral part of the FMACTCE’s evolution and has played a crucial role in streamlining our core strategic framework. Nigeria’s soft power is extraordinary, and together, we have a tremendous opportunity to leverage this power to reposition our nation globally. Through this collaboration, we will connect with the global audiences inviting them to rediscover our diverse heritage.
“Mr President, His Excellency Bola Ahmed Tinubu GCFR recognises that with Nigeria’s vibrant young population, job creation is paramount, and the vast majority of these opportunities lie within the creative industry. Destination 2030; Nigeria Everywhere is our vehicle to share our creative and cultural products with the world while creating sustainable economic opportunities for our people.
“Leveraging Futuretech’s expertise, we will continue to deploy a cohesive national narrative that celebrates our culture and creativity while presenting a unified brand to international audiences,” the minister added.
Earlier, Itohan Izugbokwe, Country Manager of Futuretech expressed enthusiasm about the partnership.
“We are delighted to be part of this ambitious and transformative journey. By combining Futuretech’s innovative approach to brand building and strategic communications with the Ministry’s vision and reach, we are creating a powerful platform to showcase Nigeria’s rich cultural heritage and creative talents to the world. We are committed to positioning and amplifying Destination 2030, Nigeria Everywhere as Nigeria’s cultural soft power and tourism brand, projecting Nigerian culture and creativity to the world”.
The Ministry will provide institutional support to enhance promotional efforts and international outreach, leveraging its governmental influence to ensure alignment with national objectives and access to key diplomatic channels. Additionally, the Federal Ministry of Art, Culture, Tourism and Creative Economy will provide official endorsements and support to ensure the successful implementation of these initiatives.
Futuretech’s Frontline Advisory and Strategic Communications business; Futuretech The Practice works with private and public sectors to address complex, business-critical issues that require diverse cross-discipline expertise and strategic communications expertise.
Destination 2030; Nigeria Everywhere, an initiative of the Ministry of Art, Culture, Tourism and Creative Economy is Nigeria’s cultural soft power and tourism brand, projecting Nigerian culture and creativity to the world.
Sports
NSC Chairman Mallam Shehu Dikko declares 6th OSOM Games Open in a Colorful Ceremony
Joel Ajayi
Chairman of the National Sports Commission, NSC, Mallam Shehu Dikko has reassured Nigerian athletes of regular internal competitions as a key priority of the Renewed Hope Initiative for Nigerian Sports Economy, RHINSE, mandate of the Commission.
The Chairman stated this when he declared open the 6th edition of the One Service One medal ( OSOM) Games inside the mainbowl of the MKO stadium in Abuja on Thursday.
The Chairman emphasized the importance of organising such Games which amongst other things serves as a veritable tool to foster unity and commaraderie among the security agencies.
” We recognise the role the security agencies played in the rich sporting history of our country by producing some of the country’s finest athletes who have done the country proud at various international competitions”.
” And at the Sports Commission we acknowledge that the security agencies still has the potential to produce top class athletes for the country which is part of the reasons we are committed like never before to hosting this year’s OSOM Games”.
” Under the Renewed Hope Initiative for Nigeria Sports Economy( RHINSE ), mandate given to us by Mr President, President Bola Ahmed Tinubu, GCFR, the Sports Commission is committed to ensuring that there is regular competitions to discover new talents and to keep our athletes actively busy”.
” The OSOM Games is more than a competition. It is a building block in our broader vision to reform the Nigerian Sports Sector. As I said earlier , under the RHINSE initiative, we are committed to turning Sports from a field of consumption into one of Production. That means placing greater focus on local competitions like these”.
” I look forward to an exciting six days of competition and our eyes will be on some of the outstanding athletes that will distinguish themselves at the Games as we are currently building a sustainable pool of talents that will be ready to do the country proud at international competitions”.
The Chairman also used the opportunity to assure the athletes that the Commission will soon embark on infrastructural revamping of the country’s sporting facilities and the Abuja National stadium will soon undergo a total face-lift especially with the Pitch.
The Chairman maintained that infrastructural development and Athlete’s growth go hand in hand and the Sports Commission is fully committed to making this work.
The OSOM Games brings together all Service Agencies, both Military and Para Military, to compete under a fair and competitive atmosphere and will run from the 24-30th of April 2025.
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