𝐇𝐨𝐰 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐛𝐫𝐚𝐧𝐝𝐢𝐧𝐠 𝐞𝐥𝐞𝐯𝐚𝐭𝐞𝐝 𝐭𝐡𝐞 𝐠𝐥𝐨𝐛𝐚𝐥 𝐚𝐩𝐩𝐞𝐚𝐥 𝐨𝐟 𝐎𝐣𝐮𝐝𝐞-𝐎𝐛𝐚 𝐅𝐞𝐬𝐭𝐢𝐯𝐚𝐥

The famous Ojude-Oba Festival has come and gone, but the memories still linger in our minds. Undeniably, this year’s edition was a spectacular event, as previous celebrations were incomparable in attendance, branding, marketing, and colour.

The centuries-old cultural celebration held annually in Ijebu-Ode, Ogun State, Nigeria, to honour Awujale of Ijebu land, Oba Sikiru Adetona, has transcended its traditional roots to become a globally recognised event. This transformation is mainly due to the strategic application of branding, which has amplified its appeal and marketability.

The Ojude-Oba Festival, which translates to “The King’s Court,” is a grand display of Ijebu heritage. It features colourful parades, cultural performances, and a deep communal pride. While its traditional significance remains intact, the festival’s branding evolution has positioned it as a global cultural phenomenon. Through branding, Ojude-Oba has moved from being a localised celebration to an event attracting worldwide participants and spectators.

Branding the festival

One of the cornerstones of branding for the Ojude-Oba Festival is its visual identity. Consistent colour schemes, logos, and symbols have created a recognisable image for the festival. These elements evoke a sense of pride among the Ijebu people and capture the attention of potential tourists and sponsors. From vibrant posters to dynamic social media visuals, the branding efforts ensure the festival stands out in a crowded cultural calendar.

Its branding has also attracted high-profile corporate sponsorships. Leading brands in telecommunications, beverages, and other sectors have aligned themselves with the festival. SIFAX Group threw its weight behind the festival to continue its commitment to preserving and promoting Nigeria’s cultural heritage.

Group Head, Corporate Communications, SIFAX Group, Akande Olumuyiwa, said, “SIFAX Group is proud to identify with this year’s Ojude-Oba Festival through our sponsorship. This iconic event has put the country on the global tourism map, attracting tourists worldwide. The Ojude-Oba Festival unites communities, boosts local economies, and projects Nigeria’s rich cultural heritage worldwide. Supporting this iconic celebration aligns with our values of inclusiveness, cultural pride, and national development”.

Interestingly, Rite Foods fed guests and tourists who attended Ojude-Oba at the Awujale Pavilion, Ijebu-Ode. To the company, this was a way of preserving Nigerian culture and fulfilling its core mandate of giving back to the people.

Ekuma Eze, head of Corporate Affairs and Sustainability at Rite Foods, said, “We are passionate about enhancing the socio-economic well-being of our communities and preserving the beautiful culture of our dear nation.

“So, our sponsorship and support for the Ojude-Oba Festival came from all of these, and by my record, we have fed thousands with our various brands of drinks and sausage. So, we were at Ojude-Oba to thrill the Ijebu people and all who have come from all over the world to be part of this celebration of global ranking.”

‘Orijin,’ Nigeria’s popular alcoholic beverage, was not left behind, as the brand also added its support as the alcoholic beverage sponsor of the prestigious Ojude-Oba Festival. Regarding why the brand participated, Managing Director/CEO of Guinness Nigeria Plc, Girish Sharma, producers of Orijin, said: “Orijin is more than a beverage—it is a bold statement of cultural pride. Our mantra, ‘My Roots, My Power,’ speaks directly to our unwavering belief in the strength of African traditions. Sponsoring Ojude-Oba embodies our purpose of celebrating life every day, everywhere, by bringing people together in honour of shared heritage and identity….”

Also, Marketing and Innovation Director, Guinness Nigeria Plc, Olayinka Bakare, stated: “At Guinness Nigeria, our vision of ‘Building for More’ inspires us to create experiences that unite communities, celebrate diversity, and drive cultural pride. Partnering with the Ojude-Oba Festival aligns perfectly with our mission to foster deeper connections and unforgettable moments. With Orijin, we proudly champion Nigeria’s rich traditions while boldly paving the way for future generations.”

For Glo, this year’s participation at Ojude-Oba marked two decades of support. The brand supported the festival with Suzuki Celerio cars, tricycles, and other choice items, including power-generating sets, grinding machines, and sewing machines.

Remarkably, the festival ended with a session tagged “Evening with Glo,” a royal banquet organised to thank the Ijebu community for supporting the brand’s 20-year sponsorship of the Ojude-Oba Festival.

All these partnerships have provided funding and promotional support, elevating the festival’s visibility. By associating with Ojude-Oba, these corporations also tapped into the festival’s positive cultural image, while the festival benefited from enhanced resources and global outreach.

Merchandise

Branded merchandise, including clothing, accessories, and souvenirs, also significantly boosted the festival’s marketability. These items serve as mementoes for attendees and promotional tools extending the festival’s reach. By wearing or displaying Ojude-Oba merchandise, individuals become ambassadors of the festival, spreading its appeal even further.

The branding of the Ojude-Oba Festival has undoubtedly boosted the local economy, as many businesses enjoyed a significant surge in sales during the festival.

This year’s massive success of the Ojude-Oba Festival offers valuable lessons for communities organising such cultural festivals. It has shown that strategic sponsorship and collaboration with corporate bodies are among the most effective ways to enhance the marketability of cultural events.

Call to action

While many have applauded the success of the 2025 Ojude-Oba Festival, others believe that organisers must begin preparing for a bigger and better venue, as the festival is growing rapidly and receiving increasing global attention.

Muyiwa Akande, Group Head, Corporate Communications, SIFAX Group, said, “If this festival wants to go global and bring in even more tourists (and money!), the organisers need to consider expanding or relocating seriously.”

Other analysts believe that the organisers should prioritise security and the safety of attendees. They also suggest that the organisers restrict, to some extent, the firing of Dane guns to prevent explosions and unforeseen circumstances, like the incident at this year’s celebration, where many sustained injuries caused by a blast.

They further advised the organisers to seek the support of the government at the national level now that the Federal Government is ready to collaborate with state governments to develop the tourism sector.