By Bashir Ahmad, OON

As Nigeria marks its 64th independence anniversary, let’s reflect on the journey that began on October 1, 1960, when our nation declared its sovereignty from British colonial rule.

Sixty-four years later, we celebrate not only the remarkable milestones achieved but also the enduring spirit of our unity, resilience, and hope that defines Nigeria.

Nigeria’s history is as diverse as its people. Long before the colonial era, the place that is now Nigeria was home to ancient civilizations such as Hausa, Kanuri, Ife, and Benin, whose legacies in art, governance, and trade continue to inspire pride. The unification of the northern and southern protectorates in 1914 set the stage for a modern Nigeria, culminating in its independence in 1960.

Since then, Nigeria has faced challenges, from civil conflict to political upheaval, yet the country has continually evolved. We have made significant strides in governance, education, and international diplomacy, establishing ourselves as a key player on the African continent and the world.

Nigeria’s strength lies in our diversity. With over 250 ethnic groups, the country is a melting pot of languages, cultures, and traditions. From Hausa, Yoruba to Igbo in the southeast, each group brings its own unique contribution to Nigeria’s rich cultural mosaic.

Our diversity is not only seen in culture but also in religion, with Islam and Christianity beliefs coexisting within the same space. This diversity is a source of strength and creativity, seen in our world-renowned literature, music, Nollywood/Kannywood films, and innovative industries.

Our cultural heritage is one of the most celebrated in Africa and beyond. The ancient art of Ife and Benin, the festivals of Osun-Osogbo, the Durbar celebrations in Kano and northern states, and the vibrant Afrobeats sound that has taken the world by storm are just a few examples of the immense cultural wealth our nation holds.

Nigeria’s natural heritage is equally impressive. From the Aso/Zuma Rock, the Yankari Games Reserve to the Obudu Cattle Ranch, the landscapes are as diverse as the people, offering vast potential for tourism and sustainable development.

As we celebrate our 64th Independence Day, it is essential to acknowledge that challenges remain. The country continues to grapple with issues such as economic inequality, insecurity, and political tension. However, Nigeria’s future remains bright, with immense potential for growth and development. The recent advances in technology, entrepreneurship, and a booming youth population present opportunities for progress and innovation.

As we look ahead, the vision of becoming one of the world’s leading economies is within reach. With the right leadership, investment in infrastructure, education, and technology, and a commitment to good governance, we can harness our vast human and natural resources to achieve sustainable development and economic growth.

On this 64th anniversary, let’s celebrate the journey so far and renew our commitment to the ideals of unity, peace, and progress. Together, as one people, we will continue to build a Nigeria that not only honors its past but also embraces its future with confidence and optimism.

Happy Independence Day, Nigeria!

Bashir Ahmad, OON, from Kano, Nigeria

By Adrew Ekejiuba

In the ever-dynamic or enterprising world of sports (football inclusive), brands often scramble to gain visibility through sport assets; however, some brands in sheer desperation for cheap visibility have found solace in embracing the controversial practice of ambush marketing in the sports ecosystem.

This tactic involves companies leveraging on the visibility of a sporting event or asset without any formal association or partnership with the managers of such assets like the Nigeria Premier Football League (NPFL) or the President Federation Cup (PFC).

ALSO READ: Carabao Cup Fourth Round Matchup Draw [Full List]

In the context of Nigerian football, the approach of ambush marketing poses significant dangers, undermining both the integrity of the league and the potential for genuine partnerships with the managers of the league.

However, when a brand strategically positions itself to create the illusion of being a sponsor or a supporter of an event, while in reality, it has no official connection, it is a clear case of ambush marketing which has criminal connotation.

Ambush marketing can manifest in various ways, such as gifting players such as the Most Valuable Player (MVP) award or hosting events around the elite league’s fixtures.

While it may seem like a clever marketing strategy, ambush marketing often leads to confusion among fans, damages the reputation of legitimate sponsors, and diminishes the overall value of the football asset.

To set records straight, the risks created by ambush marketing on a football asset are as follows:

1. Erosion of Brand Trust: When companies give awards or gifts to players without an established partnership with the managers of the league, it sends mixed messages. Fans may perceive these actions as disingenuous which ultimately harms the brand’s credibility.
2. Undermining Sponsorship Value: Official sponsors invest substantial resources to support the league, however, ambush marketing can dilute their efforts, leading to frustration and potential withdrawal of financial support, thereby jeopardizing the league’s sustainability.
3. Legal Repercussions: Brands engaging in ambush marketing run the risk of legal challenges from official sponsors. This can create a toxic environment, thus damaging the brand’s reputation and incurring costly legal battles.

However, in order to avoid ambush marketing by brands, steps to genuine partnership are crystal clear for companies to follow in building authentic relationships with football assets.

1. Become an Official Partner: Companies desirous of visibility through an asset can engage with the league and express interest in becoming an official sponsor. This opens doors to marketing opportunities, allowing the brand to leverage its association legitimately.
2. Collaborative Campaigns: Companies can work alongside the league to create joint promotional campaigns that benefit both parties. This could involve product activation, community outreach, youth development programmes or fan-engagement initiatives.
3. Engage in Transparent Communication: Companies should be open about their intentions and goals. Clear communication with the sport asset manager fosters trust and enhances the potential benefits of collaboration.

Learning from global scenes, the consequences of ambush marketing are evident in advanced climes and are not limited to Nigeria.

During FIFA World Cup and Olympic events, several brands often attempt to hijack the event’s visibility without formal partnerships. This has led to significant backlash from the event organizers, resulting in stricter regulations on marketing around the events. The fallout includes legal disputes and reputational damage, ultimately proving that the short-term gains of ambush marketing can lead to long-term losses.

Similarly, in the UEFA Champions League, ambush marketing or tactics have been met with swift repercussions. The UEFA has consistently taken legal action against brands attempting to capitalize on the event’s visibility without proper sponsorship, illustrating the importance of adhering to established marketing frameworks.

In conclusion, the allure of ambush marketing may seem tempting, but the potential risk far outweighs any perceived benefits. By fostering genuine partnerships and engaging authentically with football assets, brands can contribute to the growth and sustainability of the league while enhancing their own reputation. The path to success lies in collaboration, not subterfuge.

Let’s invest in a future where brands and football assets thrive together and are united by a shared vision of excellence.

Ekejiuba is head media and publicity at GTI and he sent this piece from Lagos Island

By Yemi Adeoye

I have read a series of articles attacking the Federal Government for not telling the truth about fuel subsidy payments, following the NNPC Limited’s admittance that it was owing suppliers some $6 billion.

Some of the stories have been written with relish, as the authors believed they have uncovered some scoops.

ALSO READ: Dangote Refinery Launches Euro-V Petrol

The truth is that there is no discovery. No lie uncovered.  The government has been faithful to its policy that it was no longer going to pay fuel subsidies since President Tinubu announced the deregulation of the PMS sector on 29 May 2023.

Since then, subsidy provisions have disappeared from the budget. It was not in the Supplementary budget of 2023, not in the 2024 budget and the amended 2024 budget.

So the giddy headlines about the so-called unraveling of the Tinubu government’s subsidy payment; and return of subsidy were not justifiable.

Rather what has unravelled was the commendable disposition of the oil company owned by all the tiers of government to absorb the rising costs of petrol at the pump and protect the Nigerian consumer. That generous disposition by NNPC Limited, backed by a compassionate president unwilling to let the people suffer, has been under threat for months, because of the rising cost of crude and the devalued Naira.

The NNPC cried out recently because it can no longer sustain the price differential on its balance sheet without becoming insolvent. The situation has greater implications for the ability of the three tiers of government to function as the NNPC has failed to pay into the Federation Account, the money that should go to the government.

There are no easy choices. Something must be done to make NNPC survive, keep the engines of government running and petrol flowing at the pumps.  That is the scenario that is unfolding and the game changer and big relief giver may well be the Dangote refinery and other local refineries which will become the fuel suppliers to the local market. When Dangote Refinery and other refineries,  including government owned Port Harcourt Refinery,  come fully on stream, our country and economy will benefit on all fronts. There will be many good paying jobs that will be created along the value-chain. There will also be  a drop in the huge demand for foreign exchange to import petroleum products.