Across Nigeria, traditional festivals stand as vital reminders of cultural identity and heritage. Yet, despite their historical significance, many indigenous practices face steady decline under the pressures of urbanisation, modern lifestyles, and global cultural homogenisation. As the custodians of these traditions age or pass on, much knowledge risks being lost entirely.
In the face of this erosion of values and customs, cultural preservation has become not just desirable but essential—particularly for tourism, local economic development, and global cultural relevance. Recognising this urgency, some leaders in business have stepped in to support, revitalise, and promote these cultural treasures, ensuring they remain alive for future generations.
The Power of Individual Commitment
One such champion of cultural heritage is Chief Michael Adeniyi Agbolade Ishola Adenuga Jr., CSG, GCON—a Nigerian business mogul and founder of telecommunications giant Globacom. Known widely as one of Africa’s wealthiest individuals, Chief Adenuga has used his influence and resources not only to grow business empires but also to sustain Nigeria’s cultural identity.
For over two decades, his steadfast commitment to indigenous culture has been especially visible in his support for the Ojude Oba festival in Ijebu-Ode, Ogun State. Originally a small gathering of Muslim faithfuls expressing gratitude to the Awujale of Ijebuland for religious freedom, the festival has transformed into a massive cultural event that celebrates Yoruba heritage, unity, and creativity.
The Transformation of Ojude Oba
Globacom’s sponsorship of the Ojude Oba festival has been a turning point in its history. From a local religious homage, the event has become one of southwestern Nigeria’s biggest cultural spectacles. Each year, age-grade groups in stunning regalia, equestrian displays, music, dance, and vibrant fashion converge in a grand carnival atmosphere, drawing tourists from within Nigeria and beyond.
This transformation is not accidental. Glo’s consistent sponsorship has provided the financial stability and visibility needed to scale up the event while preserving its authentic roots. For 20 consecutive years, Chief Adenuga’s vision has ensured the festival is not just a marketing tool but a genuine platform for cultural revitalisation and sustainable community development.
Driving Economic Impact and Social Cohesion
Ojude Oba’s growth has delivered clear economic benefits. Local businesses—from artisans to hoteliers, food vendors to transport operators—enjoy a surge in demand during the festival period. The event also fosters tourism, encouraging domestic and international visitors to experience Ijebu-Ode’s unique heritage.
Moreover, Ojude Oba has evolved into an inclusive celebration, welcoming people regardless of religious beliefs, ethnic background, or social status. While its origins are Islamic, today the festival is a model of social cohesion, uniting diverse communities in shared celebration and mutual respect.
Beyond Ojude Oba: A Broader Cultural Commitment
Globacom’s cultural sponsorship does not stop with Ojude Oba. Chief Adenuga’s belief in the value of preserving indigenous culture is reflected in the company’s support for other important festivals across Nigeria.
Notably, Glo sponsors the Ofala Festival in Onitsha—a key event in Igbo culture celebrating the Obi of Onitsha and the community’s rich traditions. In Egbaland, the company supports the Lisabi Festival, honouring a legendary warrior who unified the Egba people.
In Lagos, Globacom has partnered with the state government to promote the iconic Eyo Festival, known for its dramatic masquerade procession, and has supported the annual Greater Lagos Music Fiesta, bringing communities together through music and celebration.
A Model for Sustainable Cultural Promotion
These sponsorships demonstrate a model for cultural promotion that goes beyond superficial branding. By investing in these festivals, Globacom has helped preserve their authenticity while modernising their appeal to broader audiences. This approach positions culture as both a tourism driver and a means of sustaining local economies.
Importantly, Glo’s strategy has enabled cross-cultural exchange, fostering dialogue and understanding among Nigeria’s diverse communities. By supporting these events, the company not only elevates Nigerian culture on the global stage but also empowers local stakeholders, creates jobs, and promotes pride in heritage.
Looking Ahead: Toward Global Recognition
Thanks to sustained support and strategic promotion, festivals like Ojude Oba are not only thriving locally but are gaining international attention. The possibility of Ojude Oba earning UNESCO heritage status underscores its cultural significance and the success of these preservation efforts.
Ultimately, Chief Adenuga’s vision offers an important lesson: preserving culture is not just about safeguarding the past but about creating opportunities for the future. By ensuring these traditions remain vibrant and relevant, Nigeria can share its rich cultural story with the world while securing economic and social benefits for generations to come.