…Says projecting positive image is key to attracting and sustaining investments

The Director General of the National Sports Commission (NSC), Hon. Bukola Olopade, has charged stakeholders in the sports sector to consistently project Nigerian sports in a positive light to attract the necessary funding and drive sustainable growth in the industry.

Speaking at the Sports Africa Investment Summit (SAIS), co-organized by the NSC and Sports Nigeria in Lagos, Olopade emphasized that the perception of Nigeria’s sports industry plays a crucial role in securing private-sector investment.

“Like international best practices, you don’t de-market a product you intend to take to the market because the perception of the product out there matters a lot.”

“As someone who has worked in the private sector for more than two decades, I understand why our sports have not attracted optimal private-sector investment. This is why, at the NSC, we are working to change the narrative with our Reset, Rethink, and Relaunch campaign,” he stated.

Olopade pointed out that top global sports institutions have thrived because they collectively built a positive image over time, ensuring strong brand perception among all stakeholders.

As a panelist at the Summit’s breakout session, Olopade also addressed the capacity gaps in corporate governance, administration, and management within Nigeria’s sports federations. He outlined key reforms introduced by the NSC under the leadership of Chairman Mallam Shehu Dikko, particularly in corporate governance structures.

“And I am glad to say we are already getting positive results from this because in Rugby where they now have a COO, they are already on the verge of security two Sponsorships and the President of the Nigeria Badminton Federation, Francis Obih, has just informed me of how impactful their new COO, Blessing Ekwe, was to the team at the recently finished All Africa Badminton Championship in Cameroon.”

Additionally, Olopade revealed plans to introduce dedicated Corporate Communications Units across all sports federations to enhance information management and strategic dissemination.

“Now, plans are underway to ensure all the sports federations have corporate communications teams for cutting-edge information management and dissemination,” he concluded.

The NSC’s commitment to reshaping Nigerian sports through strategic branding, governance reforms, and private-sector engagement continues to set a new course for the future of the industry.

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