By Arinzechi Chukwunonso
The National Sports Commission (NSC) has secured Nigeria’s free-to-air broadcast rights for the forthcoming Commonwealth Games, a move aimed at giving millions of Nigerians unrestricted access to Team Nigeria’s performances while driving a new era of sports business and media growth.
Speaking during a media engagement in Abuja, NSC Chairman, Mallam Shehu Dikko, said the Commission’s objective extends beyond broadcasting the Games, stressing that sports rights should become a revenue-generating asset through advertising, sponsorships and strategic partnerships.
“We are not simply spending money to acquire rights. We intend to monetise them through advertising and sponsorship so that sports becomes a sustainable business. This is the model used globally, and Nigeria must embrace it,” Dikko said.
He revealed that the Commission plans to replicate the model for domestic competitions, including the Nigeria Premier Football League (NPFL), while working towards establishing a dedicated national sports television channel to boost visibility, attract investment and create jobs across the sports value chain.
Dikko also praised President Bola Ahmed Tinubu for providing predictable funding for sports, noting that the support has enhanced Team Nigeria’s preparations for major international competitions.
Director General of the NSC, Hon. Bukola Olopade, explained that the Commission intervened after discovering that no Nigerian television station had secured the rights to broadcast the Games.
“We believed Nigerians deserved to watch their athletes compete, so the NSC stepped in to secure the free-to-air rights,” Olopade said.
He added that expanded media coverage would help attract investors, corporate sponsors and fresh commercial opportunities into Nigerian sports, while calling for far-reaching reforms in domestic football to improve the commercial value of the leagues and the welfare of players.
“We have to reform our football. Enough of paying our players peanuts. We need the media to properly cover our leagues because that is where the wealth creation lies,” he stated.
Olopade reaffirmed the Commission’s target of winning 16 gold medals at the Commonwealth Games and announced that athletes’ allowances and performance bonuses have already been approved ahead of the competition.
Gold medallists will receive $3,000, silver medallists $2,000, while bronze medallists will earn $1,000. Coaches will receive $5,000, with all allowances scheduled for payment before the Games begin.
He stressed that athlete welfare remains a top priority and commended elite athletes including Mary Onyali, Favour Ashe, Queen Sola Ajayi, Miracle Ichuku, Rosemary Chukwuma and Kolade Otikala for serving as worthy ambassadors of Nigeria.
Digital media strategist Chichi Nwoko announced that the Commonwealth Games will be broadcast live nationwide on the Nigerian Television Authority (NTA), with TVC airing highlights, while comprehensive digital coverage will be available on the newly launched NSC TV YouTube platform.
She said the initiative is designed to inspire young Nigerians by making the Games accessible without subscription fees and enabling fans to follow the stories of Team Nigeria athletes throughout the Olympic cycle.
The NSC said the acquisition of the broadcast rights forms part of its broader strategy to leverage media, technology and strategic partnerships to deepen public engagement, promote Nigerian athletes and unlock new economic opportunities across the country’s sports industry.
