The 2025 edition of the annual Ojude Oba festival in Ijebu Ode has been described as the biggest and most economically impactful in the event’s history, with cultural ambassador and financial expert, Farooq Oreagba, estimating that over ₦2 billion was secured in corporate sponsorships, while the local economy recorded a boost of about $10 million.
Oreagba, who stole the spotlight at last year’s celebration and again captivated audiences this year, attributed the festival’s success to a growing wave of endorsements and heightened corporate interest driven by strategic partnerships and effective cultural branding.
“Ojude Oba 2025 was the biggest ever,” he said in a video shared on Instagram. “The crowd was so massive, we had to restructure the arena to accommodate everyone.”
Speaking about the financial success of this year’s edition, Oreagba noted, “By my rough estimates, in terms of sponsorships for the festival and participants, we generated over ₦2 billion. And according to CNN, within the Ijebu economy, around $10 million was pumped in—hotels were fully booked, people had to lodge in nearby towns, and spending was at an all-time high.”
He added that following his Airtel endorsement in 2024, many brands began exploring opportunities with families participating in the festival.
“This year, virtually every family got endorsed. I turned down some offers and redirected them to others. My friend and Aburo, Doyin Alatishe, got Goldberg, and Princess Adesile got Polo Avenue,” he said.
Oreagba’s growing influence in the cultural space was further highlighted by the Director-General of the National Council for Arts and Culture, Obi Asika, who praised his role in elevating the profile of the Ojude Oba festival.
“As you can see from our recent engagement, Farooq has helped unlock almost ₦2 billion in sponsorship. That’s a huge leap, and we’re beginning to see other festivals seeking similar attention,” Asika wrote in a social media post. “He is authentic, understands the business of culture, and bridges tradition with corporate influence in a unique way.”
Asika emphasized the need for continued improvements across Nigerian festivals. “For all our festivals, we want to see better production, communication, and branding so that they can become self-sustaining. The product comes first—then we work on hospitality, logistics, and security.”
He congratulated the Awujale of Ijebuland, Oba Sikiru Adetona, Ogun State Governor Dapo Abiodun, and the entire Ijebu community for successfully hosting such a monumental cultural event.
In recognition of his vibrant personality and contribution to cultural heritage, Oreagba was conferred with the title of Honorary Cultural Ambassador by NCAC in 2024.
Reflecting on the broader impact, Oreagba remarked, “People need to realise that culture can be a serious economic driver if packaged properly. What we saw this year is proof that our traditions have commercial value when marketed respectfully.”
