Biggest Ever: Ojude Oba 2025 attracted ₦2bn sponsorship, says cultural ambassador Farooq Oreagba

The Director-General of the National Council for Arts and Culture, Obi Asika, has hailed the cultural and economic success of this year’s Ojude Oba festival, noting its growing impact with the infulence of cultural ambassador, Farooq Oreagba.

Asika, in a post shared on Instagram on Friday, shared a recent conversation with Oreagba during the West Africa Economic Summit and praised Oreagba’s authenticity, cultural understanding, and influence in mobilising corporate sponsorship for the festival.

He wrote, “Last week at the West Africa Economic Summit, I reconnected with Mr Steeze, #farooqoreagba and we had a conversation about his experience since we #ncac_nigeria made him an ambassador for the culture.

“I recall someone asking me why we did that. I thought it was obvious but apparently not, he is authentic, represents his culture, respects all of our various cultures and understands the business of culture and entertainment as a senior leader in the financial services industry.

As you can see from this short interview, he was able to impact close to N2bn sponsorship and massively expand #Ojudeoba at Ijebu and we can all see that many other festivals are pushing for attention.”

In the accompnying video, Oreagba, who went viral at the 2024 Ojude Oba festival, described this year’s edition as the “biggest ever,” noting the logistical changes made to accommodate an overflow crowd.

“Ojude Oba 2025 was the biggest ever. From the pictures, you could see that even the arena could not contain the number of people, we had to adjust the whole structure of it,” he said.

He added that his endorsement from Airtel following the 2024 edition spurred a wave of corporate interest in the festival and its participants, highlighting deals involving Goldberg and Polo Avenue.

“A lot of people don’t realise this, Last year, I got my Airtel endorsement after Ojude Oba, it set up a wave of things. This year, I can tell you virtually every family got endorsed.

“I’ll admit a lot of the endorsements came towards me and I just turned them down and channeled them to other families.

“So my friend, my young Aburo, Doyin Alatishe – Goldberg, Princess Adesile – Polo Avenue,” he added.

Oreagba further spoke on the economic impact of the 2025 Ojude Oba festival, saying, “In total, by my rough estimates, in terms of sponsorship for the festival and the riders, we generated over N2bn and according to CNN, within the Ijebu economy, about another $10 million was generated.

“People spent money, all hotels were booked, everything. People had to go and rent hotels outside Ijebu Ode. People were spending money,” he added.

In his post, Asika emphasised the need for improved production, communication, and branding across Nigerian festivals, noting that these elements are key to making such events self-sustaining and impactful.

He wrote, “For all our festivals we want to see better production, communication and branding to deliver product and merchandise so that the festivals can become self sustaining and improve.

“We know that security, logistics and hospitality in terms of accomodation can improve but the first thing is the product. Congrats to all involved with #ojudeoba and to #ObaAdetona Awujale Ijebu, Governor #dapoabiodunmfr and people of #ogsgofficial we are proud to see what is happening and wish it continues to grow.”

News reported in 2024 that the NCAC conferred on Oreagba the title of Honorary Cultural Ambassador in recogniton of his cultural impact, vibrant spirit and contribution to the Nigerian identity.

Asika reportedly described him as “a true Nigerian original” while presenting the Certificate of Recognition.