The Chairman of the National Sports Commission (NSC), Mallam Shehu Dikko, says the commission’s decision to acquire the broadcast rights for the forthcoming Commonwealth Games is aimed not only at giving millions of Nigerians free access to watch Team Nigeria compete, but also at laying the foundation for a sustainable sports broadcasting and commercial ecosystem that will drive the country’s sports economy.
Speaking during a media engagement on Friday in Abuja, Dikko said the initiative is part of the commission’s long-term strategy to monetise sports rights through advertising, sponsorship and media partnerships, rather than treating sports broadcasting as a cost.
“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,” he said.
Dikko explained that the commission plans to extend the model to domestic competitions, including the Nigeria Premier Football League (NPFL), while pursuing the establishment of a dedicated national sports television channel.
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According to him, the initiative will provide greater exposure for Nigerian sports, attract sponsors, create jobs for broadcasters, marketers, commentators and other professionals, while positioning sports as a major contributor to the nation’s economy.
He also praised President Bola Tinubu for providing predictable funding for sports development, saying 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 secured the 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 Games.
“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.
The NSC DG stressed that the commission’s focus extends beyond participation at the Games, noting that increased media visibility would help attract wealthy 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, insisting that improved media coverage of domestic competitions would boost commercial value 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 said Team Nigeria’s target remains 16 gold medals, expressing confidence that the athletes could surpass that mark.
He further disclosed that athletes’ allowances and performance bonuses had already been approved ahead of the Games.
According to him, gold medallists will receive 3,000 dollars, silver medallists 2,000 dollars, while bronze medallists will earn 1,000 dollars. Coaches will receive 5,000 dollars in allowances.
Olopade added that the commission has prioritised athletes’ welfare by ensuring that allowances for athletes and officials are 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 also 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.
Speaking on the media partnership, digital media strategist Chichi Nwoko said the Games would be broadcast nationwide through the Nigerian Television Authority (NTA), while TVC would air highlights, with comprehensive digital coverage available on the newly launched NSC TV YouTube platform.
She said the initiative would inspire young Nigerians by allowing them to follow athletes throughout their journey to the Olympics rather than focusing only on the Games themselves.
“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.
