Credit: Image credit: X | folastag, PoojaMedia, dammiedammie35
By Tunji Faleye
The famous Ojude-Oba Festival has come and gone, but the memories still linger in our minds. Undeniably, this year’s edition was a spectacular event, as previous celebrations were incomparable in attendance, branding, marketing, and colour.
The centuries-old cultural celebration held annually in Ijebu-Ode, Ogun State, Nigeria, to honour Awujale of Ijebu land, Oba Sikiru Adetona has transcended its traditional roots to become a globally recognized event. This transformation is due in large part to the strategic application of branding, which has amplified its appeal and marketability.
The Ojude-Oba Festival, which translates to “The King’s Court,” is a grand display of Ijebu heritage. It features colourful parades, cultural performances, and a deep sense of communal pride. While its traditional significance remains intact, it is the festival’s branding evolution that has positioned it as a global cultural phenomenon. Through branding, Ojude-Oba has moved from being a localized celebration to an event that attracts participants and spectators from around the world.
Bigi at Ojude-Oba
Branding the festival
One of the cornerstones of branding for the Ojude-Oba Festival is its visual identity. The use of consistent colour schemes, logos, and symbols has created a recognizable image for the festival. These elements not only evoke a sense of pride among the Ijebu people but also capture the attention of potential tourists and sponsors. From vibrant posters to dynamic social media visuals, the branding efforts ensure that the festival stands out in a crowded cultural calendar.
Its branding has also attracted high-profile corporate sponsorships. Leading brands, including those in telecommunications, beverages, and other sectors, have aligned themselves with the festival. SIFAX Group threw its weight behind the festival in continuation of its commitment to preserving and promoting Nigeria’s cultural heritage.
Glo and Origin were also there
Group Head, Corporate Communications, SIFAX Group, Akande Olumuyiwa said, “SIFAX Group is proud to identify with this year’s Ojude-Oba Festival through our sponsorship. This iconic event has put the country on the global tourism map, attracting tourists from around the world. The Ojude-Oba Festival unites communities, boosts local economies, and projects Nigeria’s rich cultural heritage to the world. Supporting this iconic celebration aligns with our values of inclusiveness, cultural pride, and national development”.
Interestingly, Rite Foods fed guests and tourists who attended Ojude-Oba at the Awujale Pavilion, Ijebu-Ode. To the company, this was a way of preserving Nigerian culture and fulfilling its core mandate of giving back to the people.
Head of Corporate Affairs and Sustainability, Rite Foods, Ekuma Eze said, “We are passionate about enhancing the socio-economic well-being of our communities and preservation of the beautiful culture of our dear nation.
“So, our sponsorship and support for the Ojude-Oba Festival came from all of these, and by my record, we have fed thousands with our various brands of drinks and sausage. So, we were at Ojude-Oba to thrill the Ijebu people and all who have come from all over the world to be part of this celebration of global ranking.”
‘Orijin’, Nigeria’s popular alcoholic beverage, was not left behind, as the brand also added its support as the alcoholic beverage sponsor of the prestigious Ojude-Oba Festival. Talking on why the brand participated, Managing Director/CEO of Guinness Nigeria Plc, Girish Sharma, producers of Orijin, said: “Orijin is more than a beverage—it is a bold statement of cultural pride. Our mantra, ‘My Roots, My Power,’ speaks directly to our unwavering belief in the strength of African traditions. Sponsoring Ojude-Oba embodies our purpose of celebrating life every day, everywhere, by bringing people together in honour of shared heritage and identity….”
Also, Marketing and Innovation Director, Guinness Nigeria Plc, Olayinka Bakare stated: “At Guinness Nigeria, our vision of ‘Building for More’ inspires us to create experiences that unite communities, celebrate diversity, and drive cultural pride. Partnering with Ojude-Oba Festival aligns perfectly with our mission to foster deeper connections and unforgettable moments. With Orijin, we are proudly championing Nigeria’s rich traditions while boldly paving the way for future generations.”
For Glo, the brand’s participation at Ojude-Oba this year marked two decades of support. The brand supported the festival with Suzuki Celerio cars, tricycles, and other choice items, including power generating sets, grinding machines, and sewing machines.
Remarkably, the festival came to an end with a session tagged “Evening with Glo,” a royal banquet organized to appreciate the Ijebu community for their support of the brand’s 20-year sponsorship of the Ojude-Oba Festival.
All these partnerships have provided funding and promotional support, elevating the festival’s visibility. By associating with Ojude-Oba, these corporations also tapped into the festival’s positive cultural image, while the festival benefited from enhanced resources and global outreach.
Merchandise
Branded merchandise, including clothing, accessories, and souvenirs, also played a significant role in boosting the festival’s marketability. These items serve as mementoes for attendees and as promotional tools that extend the festival’s reach. By wearing or displaying Ojude-Oba merchandise, individuals become ambassadors of the festival, spreading its appeal even further.
No doubt, the branding of the Ojude-Oba Festival has boosted the local economy, as many businesses enjoyed a significant surge in sales during the festival.
This year’s massive success of the Ojude-Oba Festival offers valuable lessons for communities organizing such cultural festivals. It has shown that strategic sponsorship and collaboration with corporate bodies are among the most effective ways to enhance the marketability of cultural events.
Call to action
While the success of the 2025 Ojude-Oba Festival has been applauded by many, others believe that organizers have to begin preparing for a bigger and better venue, as the festival is growing rapidly and receiving increasing global attention.
Group Head, Corporate Communications, SIFAX Group, Muyiwa Akande said, “If this festival wants to go truly global and bring in even more tourists (and money!) in the future, the organizers need to seriously think about expanding or relocating.”
Other analysts are of the opinion that the issue of security and the safety of attendees should be paramount to the organizers. They also suggested that the organizers should restrict, to some extent, the firing of Dane guns to prevent explosions and any unforeseen circumstances, like the incident at this year’s celebration, where many sustained injuries caused by an explosion.
They further advised the organizers to seek the support of the government at the national level, now that there is readiness on the part of the Federal Government to collaborate with state governments to develop the tourism sector.
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