In a world ruled by tech, speed, and fleeting trends, where traditional values often fade into silence, the Ojude-Oba Festival in Ijebu-Ode stands tall. It is not just a celebration.
It is a cultural movement. And behind this cultural spotlight is one man’s unwavering belief, Chief Michael Adeniyi Agbolade Ishola Adenuga Jr.
For over two decades, Adenuga, one of Africa’s wealthiest men and the founder of Globacom, has used his influence and resources to amplify indigenous Nigerian culture. His belief in the power and beauty of Yoruba traditions has transformed what was once a local Muslim gathering into an internationally admired cultural spectacle.
From Faithful Origins to a Global Stage
The Ojude-Oba Festival began over a century ago with Muslim indigenes in Ijebu-Ode paying homage to the Awujale, the king of Ijebu land, in gratitude for religious freedom. But today, it has grown beyond its Islamic roots. Now, it brings together people of all religions, races, and backgrounds.
Thanks to Adenuga’s Globacom, the festival has become an annual convergence of tradition, glamour, fashion, music, and pageantry. Groups and age grades dressed in vibrant colours, tourists from around the world, and media platforms all converge to witness what many now call Nigeria’s most glamorous cultural parade.
The Glo Effect
When Glo became the headline sponsor of Ojude-Oba, the festival experienced a shift, one rooted in strategic branding, cultural investment, and local pride. No longer just a tradition, it became a tourism asset. Glo’s presence turned the event into a driver of economic activity, job creation, and cultural awareness.
This isn’t about branding for branding’s sake. For 20 years straight, Glo has sustained its support, proving that preserving culture can go hand in hand with business growth and community development. From digital campaigns to real-time coverage, Glo has given the Ojude-Oba festival a global voice, one that echoes in over 30 countries.
More Than Ojude-Oba
Chief Adenuga’s support of culture doesn’t stop in Ijebu land. Glo also backs the Ofala Festival in Onitsha, honouring the Obi of Onitsha and the rich Igbo cultural legacy. The Lisabi Festival in Egbaland also enjoys Glo’s partnership. And in Lagos, events like the Greater Lagos Music Fiesta and the iconic Eyo Festival have been boosted by the brand’s sponsorship.
Each sponsorship isn’t a one-time act. It is a statement, a message that culture matters, that heritage deserves the spotlight, and that businesses can lead this cause.
Sustainable Tourism, Cultural Preservation
The Ojude-Oba Festival has now become a model of sustainable tourism. It is a space where local artisans thrive, where entrepreneurs make sales, and where the community shares its soul with the world. Glo’s investment also empowers local initiatives, ensuring that the benefits are felt by the people, not just seen on TV.
From traditional attire competitions to cultural exhibitions, the festival promotes understanding, pride, and peace among different Nigerian ethnic groups. It is a bridge between generations, between the old and the new.
UNESCO in Sight
With the level of international attention and cultural significance it now commands, it is no surprise that conversations around securing UNESCO heritage recognition for the Ojude-Oba Festival are growing louder. And if that happens, it will be in no small part due to the long-term vision and belief of one man, Chief Mike Adenuga.
Because when culture meets conviction, when tradition finds support, and when a nation’s heritage is given room to breathe and shine, the result is magic. And Ojude-Oba is just that cultural magic made global.
