Africa Must Own the Game, Not Just Produce the Stars! — Jide-Ojo Challenges Sports Industry at YORA Summit

Veteran Nigerian Sports Media Executive and Founder/CEO of 247SportsNetwork Limited, Jide-Ojo Jide Olusola, delivered a compelling message on Africa’s sporting future at the Year of Return Africa (YORA) Summit & Expo 2026 in Nairobi, Kenya, highlighting Nigeria’s Showtime Flag Football as an example of how emerging sporting competitions can become sustainable commercial enterprises.

Speaking during the sports business discussions at Broadwalk Mall, Westlands, on Wednesday, Jide-Ojo challenged African stakeholders to move beyond celebrating the continent’s ability to produce world-class athletes and begin investing in league ownership, media rights, digital platforms and intellectual property.

Jide-Ojo, who also serves as Media Aide to the Senior Special Assistant to the President on Grassroots Sports Development, Hon. Adeboye Anthony Adeyinka, drew from over three decades of sports media experience to explain why Africa must take greater ownership of its sporting economy.

“Africa must stop being only the supplier of sporting talent and become the owner of sporting businesses,” he declared in his prepared remarks.

Using Showtime Flag Football in Nigeria as a case study, Jide-Ojo highlighted how an emerging sport can develop its own identity, attract participants, engage fans and create opportunities for commercial partnerships.

He pointed to the competition’s development as an example of the importance of building structured sporting properties with consistent competitions, recognisable brands and opportunities for audience engagement.

According to him, the growth of flag football also demonstrates how African entrepreneurs can create new opportunities for broadcasters, content creators, sponsors, event organisers and technology professionals.

Jide-Ojo maintained that sporting organisations must recognise storytelling as a critical commercial asset capable of converting ordinary competitions into valuable entertainment products.

“Storytelling creates emotional investment. Emotional investment creates audience. Audience creates commercial value,” he explained.

He emphasised that African leagues must look beyond traditional sponsorship arrangements and develop sustainable income streams through broadcasting, merchandising, digital content, fan engagement and ownership of sporting intellectual property.

“Every match is a story, every athlete is a brand, and every league is a potential media company,” he stressed.

The Sports247 chief further argued that Africa’s enormous sporting talent pool must be supported by professional league structures, strategic investment and commercially driven grassroots development.

His presentation reflected YORA Summit 2026’s broader emphasis on entrepreneurship, innovation and transforming African opportunities into sustainable businesses.

For Jide-Ojo, the continent’s next major sporting achievement must extend beyond international recognition and trophy celebrations to the creation of African-owned sporting enterprises.

“Africa has already proved that it can produce the talent. The next frontier is ownership,” he concluded.
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