'NSC to monetize Commonwealth Games broadcast rights, expand sports economy' - Shehu Dikko
The Chairman of the National Sports Commission (NSC), Mallam Shehu Dikko, has said the commission's decision to acquire the broadcast rights for the forthcoming Commonwealth Games is part of a broader strategy to build a sustainable sports broadcasting and commercial ecosystem that will strengthen Nigeria's sports economy.
Speaking during a media briefing in Abuja on Friday, Dikko explained that the initiative goes beyond providing millions of Nigerians with free access to watch Team Nigeria compete. He said the commission intends to leverage the rights through advertising, sponsorships and strategic media partnerships to generate revenue and position sports as a viable business.
"We are not simply spending money to acquire rights. We intend to monetise them through advertising and sponsorship so that sports becomes a sustainable business. This is the model used globally, and Nigeria must embrace it," Dikko said.
He revealed that the commission plans to replicate the model across domestic competitions, including the Nigeria Premier Football League (NPFL), while also pursuing the establishment of a dedicated national sports television channel.
According to him, increased media exposure for Nigerian sports will attract sponsors, create employment opportunities for broadcasters, marketers, commentators and other industry professionals, and position sports as a significant contributor to the nation's economy.
Dikko also commended President Bola Tinubu for ensuring predictable funding for sports development, noting that the administration's support has enabled the commission to adequately prepare Team Nigeria for major international competitions.
Director-General of the NSC, Hon. Bukola Olopade, disclosed that the commission stepped in to secure the Commonwealth Games broadcast rights after discovering that no Nigerian television station had acquired them, a situation that would have denied millions of Nigerians the opportunity to watch the event.
"We realised that no television station in Nigeria had acquired the rights to broadcast the Commonwealth Games. We believed Nigerians deserved to watch their athletes compete, so the NSC stepped in to secure the free-to-air rights," Olopade said.
He stressed that the commission's objective extends beyond participation at the Games, adding that wider media visibility would attract investors and corporate sponsors to Nigerian sports.
"We are focusing on our competing athletes because wider media coverage will help us attract wealthy individuals and investors into sports. That is how we can create wealth and opportunities for everyone in the sports ecosystem, including the media," he said.
Olopade also called for comprehensive reforms in Nigerian football, arguing that improved media coverage of domestic competitions would enhance the commercial value of the leagues and improve players' welfare.
"We have to reform our football. Enough of paying our players peanuts. We cannot continue to enslave our players. We need the media to properly cover our leagues because that is where the wealth creation lies. If you reform the league, you must also reform the football administration," he stated.
Responding to questions from journalists, the NSC Director-General reaffirmed that Team Nigeria's target at the Commonwealth Games remains 16 gold medals, expressing confidence that the athletes could surpass that mark.
He also announced that athletes' allowances and performance bonuses had been approved ahead of the Games. According to him, gold medallists will receive $3,000, silver medallists $2,000, while bronze medallists will earn $1,000. Coaches will receive $5,000 in allowances.
Olopade said the commission had prioritised athletes' welfare by ensuring that allowances for athletes and officials would be paid before the competition begins.
"We have ensured that athletes and officials receive their payments ahead of time because athlete welfare remains our top priority," he said.
He further commended several Nigerian athletes present at the event, including former Commonwealth champion Mary Onyali, sprint star Favour Ashe, Queen Sola Ajayi, Miracle Ichuku, Rosemary Chukwuma and Kolade Otikala, describing them as worthy ambassadors of the country.
Also speaking, digital media strategist Chichi Nwoko said the Commonwealth Games would be broadcast nationwide on the Nigerian Television Authority (NTA), while TVC would air highlights. She added that comprehensive digital coverage would be available on the newly launched NSC TV YouTube platform.
According to Nwoko, the initiative is designed to inspire young Nigerians by allowing them to follow the journey of Team Nigeria athletes from the Commonwealth Games through to the Olympic Games.
"We want every Nigerian to have access to the Games without paying subscription fees. Beyond television, we will provide digital coverage and make highlights available for media organisations to tell the athletes' stories in real time," she said.
Join the Savid News channel on WhatsApp:
