By Pelumi Abiara
With exactly one month to go until the 22nd National Sports Festival in Ogun State, there’s a surprising lack of media excitement. One can’t help but wonder why such a major sporting event isn’t generating more public interest. Why are things so quiet? Is it due to a lack of effective promotion and marketing? Or perhaps there are concerns about the state of preparations? Is a postponement a possibility?
Just three days ago, Guardian News Nigeria published a concerning article titled “Concerns over Ogun’s Readiness to Host Sports Festival” [https://guardian.ng/sport/other/concerns-over-oguns-readiness-to-host-sports-festival/#google_vignette]. The article detailed the postponement of facilities’ inspection for the third time in two months.
Despite these concerns, I remain eager for the commencement of the “Gateway Games.” This optimism stems from the sheer quality of the leadership of the new Nigeria Sports Commission and the quality of facilities promised by Ogun State.
The level of commitment from the Ogun State government and sports stakeholders is commendable. After all, the people of Ogun have a proven track record of hosting successful events – the Ojude Oba festival being a prime example.
However, the last social media post on the seemingly official “National Sports Festival Gateway Games 2024” Facebook page dates back to November 23rd, 19 days ago! This post simply shared a news segment featuring Ogun State’s sports commissioner revealing that the games will be held across four centers.
This lack of communication highlights a missed opportunity. Nigeria’s large population and passion for sports represent a goldmine for the National Sports Festival. With intentional communication and fan engagement, the event could generate significant buzz.
Why is this important? The National Sports Festival should be Nigeria’s leading mega-sporting event.
Celebrated football legend and Nigeria’s National Ambassador for Sports Diplomacy, Dr. Olusegun Odegbami, once wrote: “I was an athlete at the first two festivals in 1973 and 1975… Those festivals set me up firmly for a full-time career in football.” Dr. Odegbami’s experience exemplifies the power of the games to discover and nurture talent.
Taking a trip down memory lane, we recall that the National Sports Festival was initiated in 1973 by General Yakubu Gowon. The aim was to unite Nigerian youths through sports, promoting national healing after the civil war. The festival proved highly successful in fostering national integration, as athletes discovered during the event became the foundation of the country’s national teams.
The National Sports Festival has consistently served a dual purpose: promoting national unity and cultural exchange, while also acting as a development and training platform for athletes competing in continental and international events.
With a little over a month to go, there are many stories waiting to be told to raise awareness for the event. This kind of content creation is crucial to draw attention to the upcoming games, which Ogun State has the privilege of hosting.
It’s imperative that stakeholders, including the Nigeria Sports Commission and the Ogun State Government, ramp up their promotional efforts. Social media campaigns, commercials, and engaging contents can help generate excitement and attract wider public attention.
Looking beyond the immediate event, there are commercially valuable takeaways for future National Sports Festivals, building on the recent progress of announcing the next host state – Enugu – before the conclusion of the current games. This development signifies the maturing organization of sporting events in Nigeria.
The significance of this early announcement was well-captured online: “Enugu State has enough time to prepare adequately for the games and will also enhance the Corporate image of the Festival.”
Inspiration can be drawn from various sources – the “Making of Champions and, the D’Tigress’ social media accounts, and even the ongoing Lagos Liga. We can be confident that stakeholders are working diligently to ensure facilities are ready and that fan engagement will pick up soon.
By taking the initiative, organizers can set the pace for participating states. Ultimately, the winners will be Nigeria and the continued renaissance of Nigerian sports.
