The Chief Executive Officer of What Now Media Group, Chichi Nwoko, has called on corporate organisations and private sector stakeholders to play a more active role in Nigeria’s sporting renaissance by investing in the nation’s athletes and supporting the long-term development of sports.
Nwoko said Nigeria had entered a defining period for sports under the leadership of the National Sports Commission (NSC), with a new generation of talented athletes well-positioned to achieve success on the global stage.
She urged brands and businesses to partner with Team Nigeria, stressing that investing in athletes early in their careers creates lasting value for both the competitors and the organisations that support them.
“The greatest value lies in believing in our athletes before the medals come. Champions are not created overnight; they are built through consistent support, investment and confidence in their potential.
“Rather than waiting until they stand on the podium, this is the time for corporate Nigeria to become part of their journey, helping to shape the success stories that will inspire generations. The Commonwealth Games present an incredible opportunity for brands to align with excellence, national pride and the future of Nigerian sports,” she said.
Nwoko reaffirmed What Now Media Group’s commitment to promoting Nigerian sports and showcasing the stories of athletes whose dedication and achievements continue to inspire the nation.
She noted that the media company recently partnered with the NSC to provide Nigerians with comprehensive free-to-air coverage of the Glasgow 2026 Commonwealth Games, enabling millions of viewers across the country to follow Team Nigeria’s campaign.
“We cherish our relationship with the National Sports Commission and remain committed to strengthening our collaboration in advancing Nigerian sports. Together, we can create greater opportunities for our athletes, deepen private sector participation and build a sustainable ecosystem where talent is nurtured, celebrated and empowered to succeed on the global stage,” Nwoko said.
She added that investment in sports should be viewed as more than corporate social responsibility, describing it as an investment in Nigeria’s youth, national pride, economic growth and international reputation.
Nwoko therefore encouraged organisations across all sectors of the economy to become active partners in shaping a new era of sporting excellence and ensuring Nigeria’s athletes receive the support needed to compete successfully on the world stage.
