From Football to Athletics to Chess: MTN Championing Interests of Young Nigerians

In Nigeria, sports are more than just games, they are powerful catalysts for ambition, unity, and hope. Whether it’s the roar of a football crowd, the electrifying rush of a sprint finish, or the silent intensity of a chess match, these moments shape the dreams and destinies of millions of young Nigerians. At the heart of this movement is MTN Nigeria, a brand that has gone beyond connectivity to become a leading champion of youth empowerment across the nation.

MTN’s unwavering support for young Nigerians is rooted in its bold “GO MAD” campaign (short for “Go Make a Difference”). This campaign isn’t just a slogan; it’s a rallying cry, an invitation for every Nigerian youth to step forward, seize opportunities, and create positive change in their communities and beyond. It is this philosophy that underpins MTN’s investments in sports and education, driving the brand to nurture the next generation of footballers, athletes, and thinkers.

Nowhere is this commitment more visible than on the football pitch. MTN’s involvement in Nigerian football stretches from grassroots initiatives to the highest levels of the game. As the official communications partner of the national football teams, including the Super Eagles and Super Falcons, MTN has brought fans closer to the action, transforming match days into nationwide celebrations. Through vibrant watch parties, viewing centre activations, and engaging campaigns, MTN has rewarded fans with unforgettable experiences and life-changing prizes. These efforts have coincided with a golden era for Nigerian football, with stars like Ademola Lookman and Chiamaka Nnadozie earning continental accolades and the Super Falcons being crowned Female Team of the Year at the CAF Awards.

But MTN’s vision to “Go Make a Difference” extends far beyond football. Recognising the limitless potential of Nigeria’s youth, MTN launched MTN CHAMPS, a groundbreaking athletics programme inspired by Jamaica’s legendary high school championships. Since 2023, MTN CHAMPS has become the nation’s largest schools’ athletics competition, attracting over 20,000 athletes from more than 1,700 schools. Through regional qualifiers and grand finals in cities such as Benin, Lagos, and Uyo, MTN CHAMPS is discovering and nurturing the country’s next generation of track and field stars. The programme offers elite training, scholarships, and pathways to international competition, empowering young athletes to make a difference in their own lives and communities.

The results speak for themselves. In just two seasons, MTN CHAMPS has produced 20 Most Valuable Players, many of whom are now training for global meets and pursuing higher education through sports scholarships. The initiative’s unique blend of athletic and academic support is helping to redefine youth empowerment in Nigeria. As Onyinye Ikenna-Emeka, MTN Nigeria’s Chief Marketing Officer, noted, “MTN Champs is a platform that continues to grow, transform and inspire the future of athletes and athletics in Nigeria. At MTN, we remain committed to supporting the dreams and aspirations of Nigeria, not only through innovative products, but involvement in socially impactful initiatives especially in football and athletics.”

MTN’s “GO MAD” philosophy also embraces the world of intellectual sports. By sponsoring the Ecobank National Schools Team Chess Championships, MTN is championing a new kind of difference-maker, one who excels in strategy, patience, and mental agility. Through this partnership, young Nigerians are given the chance to compete on a national stage, sharpening their minds and building confidence. MTN’s support for chess sends a powerful message: making a difference isn’t limited to physical feats; it’s about excelling wherever your passion lies.

What unites these diverse initiatives is MTN’s belief in the transformative power of opportunity. In a country where most citizens are under 18, MTN’s investments in football, athletics, and chess are more than corporate social responsibility, they are a strategic commitment to the nation’s future. The “GO MAD” campaign is the thread that ties it all together, inspiring millions of young Nigerians to dream big, work hard, and make a difference, on the field, on the track, at the chessboard, and in life.

As Nigeria’s sporting and intellectual landscape continues to evolve, MTN’s multifaceted approach stands as a testament to the power of purposeful partnership. In every goal scored, every race won, and every chess match played, the dreams of young Nigerians are being realised, one bold difference at a time.