By Tunde Oso

The 2025 Ojude Oba festival in Ijebu Ode, Ogun State has come and gone, but the impact on the economy and brands is still reverberating.

According to the Director-General of the National Council for Arts and Culture (NCAC), Obi Asika, the festival’s authenticity, cultural understanding and corporates, brands and personalities’ influence led to mobilisation of close to N2 billion in sponsorship for the festival. Cable News Network, CNN, an international medium estimated an injection of $10 million into the Nigerian economy.

Understandingly, due to the yearly attraction of large audience from far and wide, many brands take advantage of this factor for visibility, to boost their market share.
According to a brand strategist, Ikem Okuhu, by promoting a local festival, a brand can create a win-win situation for both the brand and the community, fostering economic, cultural and social benefits.

He said it can significantly boost market visibility and profits for a brand because “Festivals attract large crowds, providing brands with the opportunity to showcase their products or services to a diverse audience, increasing brand awareness and recognition.

Okuhu also explained that brands can leverage on culture and festivals for promotional activities, such as giveaways, contests and discounts, encouraging trial and driving immediate sales.

Economic squeeze on brands
With last year’s lamentation by Hans Essaadi, Chief executive Officer (CEO) of the Nigerian Breweries, NB Plc, manufacturers of Goldberg beer brand, citing forex difficulties, among others, said, “We saw a significant decline in the mainstream lager market; as a result of Nigerian consumers no longer able to afford a Goldberg after a hard day’s work.” Recognizing the incredible opportunity that the festival brings, the brand quickly offered tailored activations and exclusive discounts to local businesses dealing in NB Plc products, providing them with an opportunity to thrive and flourish.
It has therefore, been involved in the sponsorship of the festival for years. As a brand deeply committed to preserving and promoting Yoruba cultural heritage, Goldberg Premium Lager Beer showcased its unwavering support for this iconic event, leaving an indelible mark on the festivities through undiluted enjoyment.

Renowned for its grandeur and rich cultural significance, Ojude Oba festival usually draws in a diverse audience from far and wide. Against the backdrop of colorful attires, rhythmic drumming, and captivating performances, Goldberg Lager Beer stood as a beacon of tradition and enjoyment, truly embodying the spirit of the festival.
Over the years, Goldberg has cemented its footprint as a brand that rewards hard work which is one of the ultimate values of ‘’Omoluabi’’ through different initiatives such as Isedowo, Takeover Parties, and musical talent show, Ariya Omoluabi.

Brand experts’ speak
Brand experts maintain that the beer has strategically positioned itself by engaging artistes and social media influencers that connect a great deal to promote the brand. To quote cultural ambassador, Farooq Oreagba, “Brands such as Goldberg and Polo Avenue partnered with festival participants, further amplifying the event’s reach. Ojude Oba 2025 was the biggest ever. From the pictures, you could see that even the arena could not contain the number of people, so we had to adjust the whole structure. A lot of people don’t realise this, Last year, I got my endorsement after Ojude Oba, it set up a wave of things. This year, I can tell you virtually every family got endorsed.

“I admit a lot of the endorsements came towards me and I just turned them down and channelled them to other families. So my friend, my young Aburo, Doyin Alatishe got Goldberg,” Oreagba concluded.

Other notable names Goldberg has hired for its brand visibility include Olamide, prominent rapper and music executive, who has featured in several campaigns; Teni, a talented singer and songwriter known for her vibrant style and hit songs; Odunlade Adekola, a Yoruba genre actor and others.

Ojude Oba: History
Ojude Oba festival is a vibrant, annual cultural celebration held in Ijebu Ode, Ogun State, on the third day after Eid al-Kabir (Ileya). It’s a grand homage-paying ceremony where the Ijebu people, including various age groups (regberegbe), parade in colorful attire, showcasing their cultural heritage and loyalty to the Awujale, the king of Ijebuland. The festival is a significant event for the Ijebu people, drawing large crowds from across Nigeria and the diaspora, and is known for its pageantry, horsemanship, and displays of wealth and fashion.

Origin
The festival originated from a gathering of Ijebu Muslim converts who paid homage to the Awujale for religious freedom. From its religious origins, Ojude Oba has evolved into a cultural spectacle, with age groups (regberegbe) parading in elaborate outfits, riding adorned horses, and engaging in music, dance, and storytelling. Age groups (regberegbe) compete in displays of fashion, dance, and pageantry, showing loyalty to the king. The festival features displays of horsemanship, with individuals riding elaborately decorated horses.

Cultural Significance
It’s a celebration of Ijebu identity, cultural pride, and the passing down of traditions through generations. Ojude Oba unites Ijebus from various parts of the world, fostering a sense of community and belonging. The festival has gained international recognition, attracting attention from around the world, particularly due to social media buzz and viral images.
While known for its pageantry, Ojude Oba also plays a deeper role in reinforcing cultural pride and ensuring the continuity of traditions.

2025 Edition
The 2025 edition of Ojude Oba was particularly notable, with an increased attendance and a renewed focus on strategies for improvement and managing the growing crowds
Market watchers were thus unanimous that Goldberg’s involvement in the 2025 Ojude Oba festival has significantly contributed to the brand’s leap in strength and growing consumers.