Sports
Firm Gives NTA Rights to Broadcast Tokyo 2020 Olympics
By Adedapo Adesanya
Nigeria’s leading sports marketing and management company, Integral, has secured the exclusive rights to broadcast the Olympic Games Tokyo 2020 on free-to-air television.
As a result, the company will once again work with the Nigerian Television Authority (NTA) Network to deliver all content on its free-to-air-platform
This sub-license deal comes from Infront, a Wanda Sports Group company and the International Olympics Committee (IOC) exclusive rights holder for free-to-air distribution rights in Sub-Saharan Africa. The deal is in addition to Integral’s existing Premier League sub-license free-to-air media rights agreement on NTA.
The exclusive package includes TV broadcasts of live events as well as repeats and highlights from the Olympics.
As a result of the collaboration, over 200 hours of sporting content will be available on the NTA Network with 6 to 9 hours of daily content throughout the period of the Games from July 23 to August 8, 2021.
Speaking on the development, Mr Christophe Van Rothem, Infront Associate Director Media rights said: “Our objective is to maximize the reach of the Olympic Games 2020 and this partnership with our trusted partner Integral, will ensure we are able to bring this unique and thrilling event to millions of households in Nigeria.”
According to the Managing Director of Integral, Mrs Abimbola Ilo, “Following our partnership for the Premier League free-to-air rights, we are pleased to be working with Infront again to deliver high-quality sports moments to Nigerians.
“This is an important avenue to showcase the talents and tell the stories of exceptional athletes as they compete on the world’s biggest stage in Tokyo.”
Also speaking on the deal, Mr Yakubu Ibn Mohammed, the Director-General of NTA stated, “As Nigeria’s most popular broadcaster, we are committed to delivering quality content to our viewers and proud to be partnering with Integral again on what promises to be yet another exciting sports event.
“With this partnership, we will once again be bringing the best of premium sports to the widest distribution in Nigeria,” he said.
For Mrs Chichi Nwoko Integral’s Associate Director, Sports Rights and Media Partnership, she added, “We are happy to partner with Infront to bring another exciting major sports event to passionate Nigerian fans.
“As we add to our growing media rights catalogue, Integral is delighted to be at the centre of delivering live sports content to Nigerians yet again.”
Business Post understands that although the ceremony is officially to commence today, activities like men and women football among others with a longer period have started.
Sports
Run Am With Your Padi: The Culture of Companionship Behind Nigeria’s Biggest Marathon
The 11th edition of Nigeria’s biggest road race reflected a familiar truth. In this country, big goals are rarely pursued alone. On race morning, runners were joined by families, volunteers and supporters who lined parts of the route at dawn. Water stations provided by Aquafina were staffed and ready, offering premium hydration for runners from start to finish. The event belonged to the athletes, but it also drew in the city around them.
Over the years, the marathon has grown into one of West Africa’s most recognisable road races, attracting elite athletes, recreational runners, corporate teams and fitness communities. Beyond official times and rankings, another feature stands out: participants often approach the race as a shared effort. For Aquafina, this culture of companionship presented a natural alignment.
Before sunrise on February 14, 2026, small groups gathered near the starting point. Some adjusted their laces. Others stretched or said brief prayers. Friends took photos. Teammates exchanged reassurances. Even before the horn sounded, the sense of togetherness was unmistakable, a spirit the Aquafina brand amplified through its 2026 campaign theme for the marathon, “Run am with your Padi.”
Created around a familiar Nigerian expression, the “Run am with your Padi” campaign draws from Pidgin, where “padi” represents a dependable friend; someone who shows up and stays the course. Nowhere was this more evident than in the 10-kilometre category. Colleagues who trained together arrived in matching shirts. Friends who set fitness goals at the start of the year ran side by side. Running clubs assembled in organised clusters at the starting grid, determined to finish together, embodying the very spirit Aquafina set out to celebrate.
On race day, Aquafina extended this notion beyond messaging and into visible action. Along the course, participants slowed down for struggling teammates and regrouped at checkpoints. Hydration stations became brief meeting points where runners paused, encouraged one another, and pushed forward again. In Lagos’s demanding climate, steady access to bottled water is not optional; it is essential. Consistent distribution across the route ensured runners could focus on endurance and pacing with confidence. Volunteers coordinated bottle handouts, marshals maintained flow, and runners approached each station knowing relief was within reach.
Nigeria’s urban fitness culture has expanded steadily over the last decade. Running clubs have multiplied. Weekend group runs have become social routines. Many corporate organisations now integrate wellness into team-building activities. As this culture grows, brands like Aquafina have increasingly positioned themselves within spaces that promote active living and shared achievement.
Recognising that the marathon’s energy is driven not only by elite athletes but by everyday participants, Aquafina introduced one of the most talked-about initiatives of the 2026 edition: a ₦1 million cash reward for each of the first 10 groups to complete the 10-kilometre race. This initiative intentionally shifted attention from individual speed to collective effort.
By rewarding groups rather than only podium finishers, Aquafina reinforced the value of teamwork and mutual accountability. For running clubs, corporate teams and groups of friends, the incentive validated months of shared preparation. It elevated the competitive spirit of the 10km category while remaining consistent with the brand’s “Padi of Life” positioning.
Aquafina’s leadership of the 2026 activation builds on Seven-Up Bottling Company’s 11-year presence at the marathon, where its brands have become woven into the marathon experience. As the “Padi of Life,” Aquafina’s focus on companionship mirrors the race itself, a shared journey rather than a solitary pursuit.
By the time the final waves crossed the finish line, groups gathered for photos, compared times and discussed plans for the next edition. Medals were received collectively. Celebrations were shared.
The race continues to test endurance, but it also reflects how Nigerians pursue ambition together. Through “Run am with your Padi,” steady support across every mile, and the ₦1 million group initiative, Aquafina positioned itself not just at the marathon, but within its culture.
From the starting line to the finish arch, companionship defined the day. And across every mile, no one truly ran alone.
Sports
Super Eagles Mourn Former Coach Adegboye Onigbinde
By Adedapo Adesanya
The Nigerian national football team, the Super Eagles, has expressed sadness over the demise of its former coach, Mr Festus Adegboye Onigbinde, on Monday at the age of 88.
In a short message on X, the Super Eagles noted that “We commiserate with the family of our former coach, Festus Adegboyega Onigbinde, following his passing. A respected leader and a true servant of Nigerian football. Rest in peace, Coach.”
The family of the veteran football tactician confirmed his passing on Monday, describing him as a revered patriarch and respected figure in Nigerian football.
In a statement issued on behalf of the family, Mr Bolade Adesuyi announced the death of the coach, who is also a Modakeke High Chief.
“We announce the passing of this great man, a Modakeke High Chief, the 1st indigenous Nigerian Super Eagles football coach, father, husband, grandfather, great-grandfather, brother, and friend, High Chief Festus Adegboye Onigbinde, who passed unto the great beyond a couple of minutes ago.”
The statement did not immediately disclose the cause of death.
Mr Onigbinde was widely regarded as one of Nigeria’s most influential football tacticians, with a career spanning several decades in coaching and administration.
He became one of the earliest Nigerian coaches to obtain elite coaching qualifications, earning a German Grade A coaching licence in 1976. He further expanded his technical knowledge by attending a coaching course in Brazil in 1981, at a time when few African coaches had such exposure.
In 1982, he was appointed head coach of the Super Eagles, becoming one of the earliest indigenous coaches to lead Nigeria’s senior national team.
His tenure saw Nigeria reach the final of the 1984 Africa Cup of Nations in the Ivory Coast. The team finished as runners-up after losing to Cameroon, but he was relieved of his duties shortly after the tournament despite the strong performance.
Beyond the national team, Onigbinde achieved notable success at the club level, particularly with Shooting Stars Sports Club of Ibadan. In 1984, he led the Nigerian side to the final of the African Cup of Champions Clubs, now known as the CAF Champions League, where they narrowly lost to Egyptian club Zamalek.
Nearly two decades later, he returned to the national team during a turbulent period and was appointed coach ahead of the 2002 FIFA World Cup in South Korea and Japan. Although Nigeria did not advance beyond the group stage, the tournament marked his appearance as a World Cup coach.
Mr Onigbinde also played important roles in football administration and technical development. He served in technical capacities within the Nigeria Football Federation, including as Technical Director, where he helped shape coaching education and youth development policies.
In later years, he remained an influential voice in Nigerian football, frequently commenting on coaching standards, grassroots development and the administration of the sport.
He is survived by his children, grandchildren and extended family. Funeral arrangements are expected to be announced by the family.
Sports
The Real Padi: Aquafina’s 11-Year Run With Access Bank Lagos City Marathon
Since 2016, Seven-Up Bottling Company’s Aquafina Premium drinking water has shown up at the Access Bank Lagos City Marathon every single year. As the partnership enters its 11th edition, athletes, organisers, and fitness advocates reflect on what a decade of sustained support really means.
At 6:30 am on February 14, elite athletes, thousands of runners, including first-timers, formed thick streams at the starting line of the 11th Access Bank Lagos City Marathon. They could be seen adjusting race bibs, stretching calves and taking photographs. Friends who had trained together for months since the announcement of the race were ready to run.
Interspersed among the title sponsor’s branding were the unmistakable blue and white colours of Aquafina. The brand was everywhere: at the start and finish lines, at hydration points every 2.5 kilometres, on volunteer vests, and in the hands of race marshals pressing chilled bottles into the palms of passing runners.
When the marathon first launched in 2016, organising a full 42-kilometre international race in Lagos was a major undertaking. As participation grew, including runners from across Africa, the need for reliable hydration planning became even more important. Aquafina’s continued involvement has aligned with that growth, helping organisers maintain a consistent hydration structure as the event expanded.
For the 2026 edition, Aquafina built its engagement around the 10KM race with the theme “Run am with your Padi,” a Nigerian Pidgin phrase that speaks to companionship. The message reflected how many participants approach the 10-kilometre category, running with friends, training partners, or social groups rather than competing professionally. The campaign appeared across outdoor and digital channels, reinforcing the social side of the race.
From a runner’s perspective, hydration was where Aquafina’s dominance on the course was most obvious. Harriet Wonder, a participant in the 2026 marathon, described her experience simply: “There was more than enough water and drink for everyone. At intervals, there was always water, like if you wanted to drink 100 bottles of water, you’ll get it. Hydration was not a problem.” Her comment captures how Aquafina’s strong presence at the event translated into a race experience where runners rarely had to think about water availability.
Aquafina’s 2026 activation also introduced one of the event’s biggest talking points, a N1million reward for the first 10 padi groups to cross the finish line in the 10-kilometre fun run. Rather than focusing only on elite competitors, the incentive placed attention on everyday runners, who make up the largest share of participants.
That decision also added excitement to the community category. For many runners, the fun run is about personal fitness goals or showing up with friends. Adding a significant reward recognised their contribution to the marathon’s energy and scale.
More than just a prize, the move reflected Aquafina’s awareness of the growing fitness culture around the event. It placed value on grassroots participation, the runners who return each year and help shape the marathon atmosphere.
In sports sponsorship, longevity builds familiarity. After eleven consecutive years, Aquafina’s presence has become an expected part of the marathon experience for returning runners. Hydration stations are not just branded touchpoints; they are functional stops runners plan around as they move through the course.
Nigeria’s recreational running culture has expanded steadily since the marathon began, with more clubs and informal groups encouraging participation. Large events like the marathon reflect that growth, and consistent corporate support helps sustain the infrastructure required to host thousands of runners.
More than a decade into the partnership, Aquafina’s role is defined by consistency. By providing reliable hydration year after year, the brand has entrenched itself as the ‘Padi of Life’, becoming a race day essential for runners navigating one of Lagos’ largest sporting events.
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