By Faith Anisiobi, The Sight News
The Chief Executive Officer of What Now Media Group, Chichi Nwoko, has called on corporate organizations and private sector stakeholders to invest in Nigerian athletes and support the long-term development of sports, saying such partnerships are critical to sustaining the country’s ongoing sporting revival.
Nwoko said Nigeria’s sports sector has entered a new phase under the leadership of the National Sports Commission (NSC), with a new generation of athletes capable of achieving global success if given the necessary support.
She urged businesses to partner with Team Nigeria ahead of the Glasgow 2026 Commonwealth Games, stressing that backing athletes before they attain international success creates lasting value for both the sportsmen and women and their sponsors.
“The greatest value lies in believing in our athletes before the medals come. Champions are not created overnight; they are built through consistent support, investment and confidence in their potential,” she said.
According to her, companies should become part of athletes’ journeys rather than waiting until they achieve podium finishes, adding that the Commonwealth Games offer brands an opportunity to align with excellence, national pride and the future of Nigerian sports.
Nwoko also reaffirmed What Now Media Group’s commitment to promoting Nigerian sports and highlighting the stories of athletes whose dedication continues to inspire the nation.
She recalled the company’s recent partnership with the National Sports Commission to provide free-to-air coverage of the Glasgow 2026 Commonwealth Games, a move aimed at bringing Team Nigeria’s campaign to millions of viewers across the country.
Expressing confidence in the collaboration with the NSC, Nwoko said the partnership would help deepen private sector participation, create greater opportunities for athletes and build a sustainable sports ecosystem where talent can thrive and compete successfully on the global stage.
She further described investment in sports as more than corporate social responsibility, noting that it is an investment in Nigeria’s youth, national pride, economic growth and international reputation.
