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With Team Nigeria intensifying preparations for the Glasgow 2026 Commonwealth Games, the Chief Executive Officer of What Media Group, Chichi Nwoko, has called on corporate organisations and private sector stakeholders to invest in the country’s athletes, insisting that sustained support is crucial to building future champions.
Nwoko said Nigeria is witnessing the emergence of a new generation of talented athletes under the leadership of the National Sports Commission (NSC) and urged businesses to seize the opportunity to partner with Team Nigeria before the athletes achieve global success.
According to her, early investment in sports not only enhances athletes’ chances of success but also creates lasting value for brands that support them.
“The greatest value lies in believing in our athletes before the medals come. Champions are not created overnight; they are built through consistent support, investment and confidence in their potential,” she said.
She added that rather than waiting until athletes stand on the podium, corporate organisations should become part of their journey, noting that the Commonwealth Games offer brands a unique platform to associate with excellence, national pride and the future of Nigerian sports.
Nwoko also reaffirmed What Media Group’s commitment to promoting Nigerian sports and amplifying the stories of athletes whose dedication and achievements continue to inspire the nation.
She noted that the media organisation recently partnered with the NSC to provide Nigerians with comprehensive free-to-air coverage of the Glasgow 2026 Commonwealth Games, ensuring that Team Nigeria’s campaign reaches millions of viewers across the country.
“We cherish our relationship with the National Sports Commission and remain committed to strengthening our collaboration in advancing Nigerian sports. Together, we can create greater opportunities for our athletes, deepen private sector participation and build a sustainable ecosystem where talent is nurtured, celebrated and empowered to succeed on the global stage,” she said.
Nwoko described investment in sports as more than an act of corporate social responsibility, saying it is an investment in Nigeria’s youth, economic growth, national pride and global reputation. She urged organisations across all sectors to play a greater role in shaping a new era of sporting excellence in the country.
