Nigeria's sports push: CEO Chichi Nwoko urges corporate investment ahead of Commonwealth Games

Chichi Nwoko, chief executive of What Media Group, called on Nigerian corporations and private‑sector stakeholders to invest in and sponsor the country's athletes. She stressed that early, consistent support creates lasting value for both athletes and sponsors, noting that “the greatest value lies in believing in our athletes before the medals come.”

Nwoko highlighted the National Sports Commission’s new direction and announced a partnership that will bring free‑to‑air coverage of the Glasgow 2026 Commonwealth Games to millions of Nigerians. She framed corporate involvement as a strategic investment in youth, national pride, economic growth and Nigeria’s global reputation, urging brands to align with Team Nigeria now rather than waiting for podium finishes.