BY KAYODE AKINYEMI (FNIPR)
It was another season of grandeur cultural extravaganza and heritage festival in Ijebuland at the grand finale of the world acclaimed Ojude Oba Festival – the showcase of Ijebu’s rich culture, traditions, and customs – held on Friday, May 29, 2026, in Ijebu Ode, Ogun State.
The glamorous cultural carnival is principally sponsored by Globacom, the foremost indigenous telecommunications operator in the country, which has done so in the last 21 years.
Globacom’s founder and chairman, the billionaire businessman, Dr. Mike Adenuga Jr. is a bonafide Ijebu son who holds the prestigious traditional chieftaincy title of Otunba Apesin of Ijebuland. A lover, friend, and proponent of culture, Dr. Adenuga Jr. is a major pillar behind the global recognition and outstanding success of the Ojude Oba Festival. Glo’s headline sponsorship of the event over the years has, in addition to garnering global visibility for the festival, also positioned the cultural fiesta among the world’s top go-to tourism places.
What started as a small annual religious homage-paying indulgence by a few Muslim adherents to the Awujale after the Ileya’ (Eid-El-Kabir) in the late 19th century has now become a notable global tourism and bespoke cultural spectacle that is observed by over a million people annually. It features traditional horse riding, parade by cultural age groups (Regberegbe), musical performances, fashion parades involving various dress codes, and general entertainment of immense scale. People from within the country and the diaspora come in to witness the annual cultural festival.
The 2026 edition of the festival was also to honour the late Awujale of Ijebuland, Oba Sikiru Kayode Adetona, the man who gave it the touch of modernity and widened its appeal.
He expanded the scope to include the various age groups, men and women, and the introduction of horse riders, among others. This is the first edition of the cultural fiesta since Oba Adetona passed on in July 2025.
Underlying the significance of the cultural synergy and partnership between Globacom and Ijebuland spanning more than two decades, Globacom explained that Ojude Oba remained a compelling evidence that culture is not a fading relic, but a living force capable of advancing unity, tourism, economic growth and social cohesion.
In an era where globalisation often threatens indigenous identity, it said the festival reminds us that any people who preserve their culture ultimately preserve their future.
In its remarks at the grand finale of the cultural showcase, Globacom explained that what distinguished Ojude Oba from other cultural festivals was its extraordinary ability to unite people across religions, class and generations, noting that Muslims, Christians and traditional worshippers celebrate it harmoniously.
The company harped on the discipline and elegance of the various groups, the valour of the horse-riding families, and the vibrant cultural mosaic produced by music, fashion, dance, and cuisine.
Giving reasons for the long sponsorship deal as principal sponsors, the company noted that Ojude Oba has become a festival that promotes unity, enterprise, excellence, respect, and cultural continuity. It emphasized that beyond the splendour of the festivities lies a major significance.
Ojude Oba strengthens intergenerational bonds and teaches younger generations the enduring value of identity and belonging.
“The festival has also emerged as a major economic and tourism catalyst. Each year, thousands converge on Ijebu-Ode from across Nigeria and beyond. Hotels flourish, commerce expands, artisans prosper, and local businesses experience renewed vitality. Culture, therefore, is not merely social capital; it is economic capital,” Globacom further stressed.
Going down memory lane, the foremost telecom firm acknowledged the immense role played by Oba Adetona towards the cultural preservation of the Ijebus and paid glowing tribute to him for his wisdom, foresight and devotion which elevated Ijebuland to global prominence.
Providing further insight into the long partnership between it and Ijebuland, Globacom said it recognizes that corporate social responsibility extends beyond commerce and requires investment in communities, traditions, and institutions that strengthen social harmony and national pride. It clarified that Globacom’s support for Ojude Oba is not merely a sponsorship deal but a lasting investment in heritage preservation, youth engagement, tourism, and national unity.
Globacom’s headline sponsorship of cultural events is not limited to only the Ojude Oba Festival. Indeed, it has consistently sponsored other major Nigerian cultural festivals, utilizing long-term partnerships to preserve heritage, boost local tourism, and connect with communities. The telecom company supports these multi-year events through strategic funding, digital amplification, and grassroots empowerment.
Onitsha Ofala Festival
Since 2011, Globacom has been the principal corporate sponsor of the Ofala Festival of Onitsha in Anambra State. The company heavily underwrites the multi-day event, which features youth carnivals, art exhibitions, and traditional pageantry.
Globacom’s sponsorship of the revered Ofala Festival has become one of the most remarkable examples of corporate support for cultural sustainability in Nigeria.
Development, in many societies, is culture-based. A people’s progress is deeply rooted in the preservation of their values, customs, and collective identity. This is why the Ofala Festival remains a treasured institution among the people of Onitsha. Beyond the colourful displays, royal pageantry, music, and dance, the festival represents a profound cultural renaissance and a reaffirmation of the people’s historical consciousness.
The festival is a huge socio-cultural platform for identity reinforcement, value amplification, and commitment to heritage traditions. It is a gathering that reconnects the Onitsha people with their ancestry, beliefs, customs, and traditional institutions.
In an era where globalization and modern influences continue to erode indigenous cultures, the Ofala Festival stands as a powerful reminder that tradition remains an enduring pillar of social cohesion and communal pride.
Through its sponsorship, Globacom has elevated the festival into a globally recognized cultural event, attracting tourists, dignitaries, cultural enthusiasts, investors, and media attention from different parts of Nigeria and beyond. The company’s involvement has helped project the rich cultural heritage of Onitsha to the international community while strengthening local participation and pride.
Importantly, the economic impact of the festival can not be overstated. The event creates a quantum leap in local tourism and socio-economic activities.
During the festival, hotels experience massive occupancy, transport operators record increased patronage, restaurants and food vendors enjoy booming sales, while traders and artisans witness unprecedented commercial activities. Fashion designers, makeup artists, event planners, decorators, entertainers, and local craftsmen also benefit immensely from the influx of visitors and spending associated with the celebration.
Indeed, the Ofala Festival has evolved into an economic ecosystem that stimulates local enterprise and community prosperity. It provides temporary employment opportunities for many youths and enhances the visibility of local businesses.
Such economic stimulation underscores the strategic importance of cultural festivals as drivers of grassroots development and sustainable local economies.
Beyond commerce and tourism, the festival plays a critical role in preserving the agelong values, beliefs, social systems, and institutions of the Onitsha people. It ensures that customs and traditions are transmitted from one generation to another, thereby preventing cultural extinction. Traditional dances, folklore, royal rituals, language expressions, indigenous music, and communal ethics are all preserved and showcased during the celebration.
Globacom’s support therefore transcends ordinary corporate sponsorship. The company has become a dependable partner in cultural preservation and social continuity. By investing in the Ofala Festival, Globacom is helping to sustain the people’s social norms and general way of life. It contributes meaningfully to the preservation of indigenous identity in a rapidly changing world.
In essence, Globacom is not merely a sponsor of the Ofala Festival; it is a custodian and preserving agent of culture, tradition, beliefs, and social cohesion. Its sustained commitment reflects a deep understanding that culture remains the soul of a people and that any meaningful development must rest upon the foundation of identity, heritage, and communal values.
The partnership Globacom has with Ojude Oba and Ofala festivals is, therefore, a shining example of how corporate organizations can contribute meaningfully to nation-building by supporting culture, promoting tourism, stimulating economic activities, and preserving the priceless heritage of the Nigerian people.
Yesterday, Ijebu Ode was once again brought to a standstill as crowds flocked to the Ojude Oba pavilion for the famed festival. This year’s celebration was notably marked by the absence of Oba Adetona, whose peaceful six-decade reign elevated the festival’s global and local prominence.
Adding to the vibrant atmosphere, lead sponsor Globacom made a massive statement, blanketing the festival grounds and major streets with its signature branding.
Kayode Akinyemi, a fellow of Nigeria Institute of Public Relations (FNIPR), writes from Lagos
