The Director General of the National Sports Commission (NSC), Hon. Bukola Olopade, has emphasized that the strength and vibrancy of Nigeria’s sports media remain pivotal to unlocking the nation’s sports economy and achieving sustainable sectoral growth.

 

Speaking as the keynote speaker at the Sports Writers Association of Nigeria (SWAN) 60th Diamond Anniversary Lecture, themed “The Power of Sports Media: Honouring its Legacy, Shaping the Future,” Olopade described the sports media as a powerful catalyst for national economic transformation.

 

He noted that every major economy that has successfully monetized sports — from the United States to South Africa — did so by leveraging robust media ecosystems.

 

“Broadcast rights, streaming, digital content creation, and storytelling have become major global revenue streams. Nigeria must now position itself to benefit from this same transformation,” Olopade stated.

 

Outlining strategic steps toward achieving this vision, the NSC Director General announced plans to establish Digital Sports Content Hubs that will connect federations, athletes, and sponsors to boost visibility, collaboration, and commercial opportunities.

 

He also proposed the creation of media partnership frameworks promoting profit-sharing models, alongside the adoption of data-driven reporting and analytics to guide marketing and decision-making across the sports value chain.

 

According to Olopade, Nigeria’s sports revolution places the media not as a passive observer but as an active stakeholder in the industry’s growth. He called for deeper collaboration among government, the private sector, and the media to ensure lasting impact.

 

“Government must provide infrastructure and enabling policies; the private sector must bring innovation and investment; and the media must drive visibility, trust, and public engagement,” he added.

 

Olopade further highlighted the Renewed Hope Initiative for Nigeria’s Sports Economy (RHINSE) as the strategic blueprint aimed at transforming the nation’s sports industry into a trillion-naira contributor to the national economy by 2030.

 

Following the lecture, the NSC Director General joined guests to watch a novelty match between the SWAN Selected Team and the NSC Stars, and was later honored at the SWAN National Awards for his outstanding contributions to sports development in Nigeria since assuming office.