Nigerian Breweries: Growing Brand Equity through Ojude Oba Sponsorship

Raheem Akingbolu writes on how brand owners are adopting sponsorship to connect with consumers, using the recent support for the Ojude Oba festival by Maltina and other brands from the stable of Nigerian Breweries as an example.

More than before, today’s brand custodians in the Nigerian market have subscribed fully to sponsorship as a connecting tool because of its crucial contribution to brand growth and development. Among other benefits, sponsorship increases visibility, positive brand association, and stronger customer relationships.

Looking back into the marketing trajectory of brands from the stable of Nigerian Breweries, it is easy to conclude that the company’s commitment to sponsorship has taken it far and helped it retain the market leadership status. For the Breweries giant, sponsorship provides a platform to reach new audiences, enhance brand image, and ultimately drive sales and revenue growth.

Before other brands woke up to the relevance and the impact of the Ojude Oba festival, NB has remained in the forefront, giving its entire support. In the 2025 edition, held recently, the company raised the bar and added more colours to its participation.

The moment the carnival kicked off, Maltina, the malt drink from the stables of the company, brought its signature warmth to the Festival in Ijebu Ode with a celebration rooted in heritage, family, and connection.

True to its promise of sharing happiness, Maltina will light up the festival with child-like joy, cultural pride, and togetherness, reminding Nigerians that the purest happiness lives in our roots and grows stronger when shared.

Themed “Celebrating Moments in Culture,” festival goers can expect heartwarming activations at the Maltina Experience Hub, complete with live performances, family games, storytelling corners, and refreshing servings of Maltina From timeless traditions to joyful reunions, every moment will be steeped in cultural pride and shared memories.

Speaking ahead of the festivities, Head of Marketing Communications, Nigerian Breweries Plc, Sandra Amachree, stated that every family had a story, and festivals like Ojude Oba, are where those stories come alive. She said the brand’s presence at the 2025 edition would amplify the joyful essence of togetherness that Maltina has always stood for.

More than just a drink, Maltina has become a symbol of shared moments and generational connection, present at family tables, festive gatherings, and now, one of the most iconic cultural festivals in Nigeria. Its participation at Ojude Oba 2025 didn’t only honours the values of the Yoruba people but also celebrated the modern Nigerian family in all its vibrance and diversity, making it the perfect companion for a festival that brings generations together in joy.

In an exclusive interview with THISDAY, Amachree said Maltina sponsored this year’s Ojude Oba because, as a brand, it is deeply committed to preserving and promoting cultural heritage.

The Ojude Oba festival, renowned for its grandeur and rich cultural significance, drew in a diverse audience from far and wide. Against the backdrop of colourful attire, rhythmic drumming, and captivating performances, Maltina stood as a beacon of tradition and enjoyment, truly embodying the spirit of the festival.

While expressing pride and gratitude for the brand’s involvement, the Head of Marketing Communications said: “We were honoured to be part of Ojude Oba festival 2025. Maltina has always been deeply rooted in celebrating cultural heritage and hardworking individuals, and the festival provided the perfect platform to do so. We are proud to have contributed to the preservation of our traditions while bringing joy to festival-goers through our activations and performances.”

The brand from the stables of Nigerian Breweries Plc showcased its unwavering support for this iconic event, leaving an indelible mark on the festivities through undiluted enjoyment.

Over the years, Maltina has cemented its footprint as a brand that rewards hard work which is one of the ultimate values of bringing joy and satisfaction through different initiatives such as; its Ramadan campaign, ‘Show Kindness, Share Happiness’, #MyhoodMyMaltina, #ShareHappiness #OwnYourHappiness and others

Another brand from the stable that has given its best to Ojude Oba is Goldberg Premium Lager Beer. Recognising the incredible opportunity that the festival brings, the brand offered tailored activations and exclusive discounts to local businesses dealing in NB products, providing them with an opportunity to thrive and flourish.

By aligning itself with such significant cultural events, Goldberg Lager Beer continues to play a pivotal role in nurturing and promoting Yoruba’s diverse heritage.

In 2016, the impact of Goldberg was so much that the Awujale and Paramount ruler of Ijebuland, Alaiyeluwa Oba (Dr) Sikiru Kayode Adetona, CFR, JP Ogbagba II commended Goldberg for its support for traditional institutions.

Oba Adetona gave the commendation while receiving the Goldberg brand team at his palace during the festival. According to him, “nothing binds us more in unity than celebrating our aged beliefs and values. Goldberg is indeed a true brand for always recognizing who we are as a people and celebrating with us.” The oba gave his royal blessings and made pronouncements that Goldberg would reap good fruits for making the Ojude Oba festival a befitting one. He showered praises on the brand and Nigerian Breweries Plc for strongly backing culture and tradition, thereby helping to ensure an enduring legacy. He further stated that Goldberg has made innumerable contributions to the overall growth and development of the festival.