…20 Years of Glo’s Sponsorship Deepens Heritage, Boosts Tourism, Spurs Global Interest
In an age dominated by digital disruption and shifting social values, preserving indigenous culture has become more urgent than ever. For Nigeria and other African nations, where centuries-old traditions are increasingly threatened by the forces of globalisation, cultural festivals remain vital in safeguarding heritage, fostering identity, and transmitting values to future generations.
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Among such cultural legacies, the Ojude-Oba Festival in Ijebu-Ode, Ogun State, has stood out—thanks largely to the enduring support of one man whose belief in indigenous heritage has transformed a local celebration into an internationally acclaimed cultural spectacle: Chief Mike Adenuga, the billionaire founder of Globacom.
Originally rooted in Islamic gratitude—when Ijebu Muslims would pay homage to the Awujale after Eid—the Ojude-Oba festival was once a modest religious gathering. Today, it has evolved into a grand cultural carnival, drawing age-grades, fashion icons, and tourists from across Nigeria and beyond. And for the past two decades, it has grown in prestige, vibrancy, and global visibility, primarily due to Glo’s consistent sponsorship under Adenuga’s direction.
Chief Adenuga’s commitment to cultural preservation is not performative; it is foundational. His vision has positioned the Ojude-Oba Festival not just as a celebration of Ijebu heritage but as a national symbol of Nigeria’s cultural richness. What was once a community event has become a global showcase of pageantry, diversity, and economic empowerment.
Globacom’s partnership with the festival has redefined corporate sponsorship, not merely as brand exposure but as a cultural mission. Glo’s involvement has spurred job creation, empowered local artisans, strengthened tourism, and created platforms for intergenerational engagement. As the festival grows, so too does the local economy, with hotels, transporters, fashion designers, and traders benefiting from the influx of visitors.
Beyond Ojude-Oba, Adenuga’s passion for culture is reflected in Glo’s sponsorship of other key festivals. These include the Ofala Festival in Onitsha, celebrating the Igbo monarchy; the Lisabi Festival in Egbaland; Lagos’ iconic Eyo masquerade festival; and the Greater Lagos Music Fiesta. Each of these events speaks to a different aspect of Nigerian heritage, and Glo’s investment in them underscores the company’s deep-seated belief that culture is worth preserving, promoting, and celebrating.
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Ojude-Oba, however, remains the crown jewel. Its transformation under Adenuga’s watch has led to increasing calls for the festival’s recognition by UNESCO as an intangible cultural heritage. That possibility no longer feels far-fetched. Through consistent promotion, authentic storytelling, and strategic positioning, the festival now rivals similar celebrations across the world in both prestige and cultural impact.
More than just a sponsor, Chief Adenuga is a custodian of cultural heritage. His unwavering belief in the power of indigenous identity has shown how a single visionary can elevate a local tradition to global relevance, fostering cross-cultural dialogue, driving tourism, and reminding Nigerians and the world of the enduring value of culture in a rapidly changing world.