A newly released Media Intelligence Report by P+ Measurement Services reveals that Ojude Oba 2026 recorded its strongest media performance to date, achieving significant growth across audience reach, media visibility, social engagement, international attention and digital discoverability.

The report analysed media conversations and coverage generated between May 20 and June 5, 2026, across print, online, social media and broadcast platforms, while benchmarking performance against the 2025 edition of the festival.

The findings paint a compelling picture of a cultural institution that is not only preserving heritage but increasingly shaping conversations across modern media ecosystems.

According to the report, total media mentions grew by 56 percent year-on-year, increasing from 18,420 mentions in 2025 to 28,735 mentions in 2026. Audience reach expanded even more dramatically, growing by 75 percent from 124.8 million to 218.6 million people globally.

Social media emerged as the primary engine of visibility, generating over 81,000 public conversations during the monitoring period, representing an 88 percent increase compared to the previous year.

Engagements more than doubled, rising by 115 percent from 3.9 million interactions in 2025 to 8.4 million interactions in 2026.

Perhaps most notable was the improvement in public sentiment

Positive sentiment increased from 60 percent in 2025 to 79 percent in 2026, while negative sentiment declined by half, dropping from 10 percent to just 5 percent.

The overwhelmingly positive perception was driven by conversations around cultural pride, heritage preservation, fashion, equestrian displays, community identity and the enduring legacy of the late Awujale of Ijebuland, Oba Sikiru Adetona.

The report identified the legacy narrative of Oba Sikiru Adetona as the single most influential thematic driver of media coverage throughout the reporting period.

Unlike previous years where conversations focused primarily on spectacle and pageantry, the 2026 edition witnessed a deeper engagement with themes of history, leadership, continuity and cultural preservation, elevating the festival beyond entertainment and positioning it as a significant cultural institution.

International visibility also recorded substantial growth

While Nigeria remained the dominant source of conversations and media coverage, the festival generated measurable attention across the United Kingdom, United States, Canada, France, Germany, South Africa, Ghana, the United Arab Emirates, Kenya and the Netherlands. This expansion contributed to a near doubling of the festival’s global footprint and reflects the growing interest in African cultural experiences among international audiences and diaspora communities.

The report further found that social media accounted for the largest share of total conversations, followed by online news platforms, print publications and broadcast media. Coverage was amplified through extensive reporting by Channels Television, TVC News, OGTV, City People TV, Araba TV and GoldMyneTV, alongside significant digital coverage from leading Nigerian news and entertainment platforms.

Among personalities driving online conversations, Farooq Oreagba once again emerged as the most discussed cultural figure associated with the festival. Other highly visible personalities included Eniola Badmus, Lateef Adedimeji, Rotimi Salami, Jide Awobona and Samuel Banks, whose appearances and social media mentions helped sustain public interest throughout the event period.

Corporate sponsorship continued to play a critical role in the festival’s visibility ecosystem.

Globacom retained its position as the most visible sponsor, followed by Orijin, FCMB, Goldberg, Rite Foods, Maltina, Honeywell Foods, Adron Homes, Maggi, SIFAX Group and Seaman Schnapps. The report notes that brands increasingly view Ojude Oba as a strategic platform for cultural storytelling, community engagement and reputation building.

One of the most significant additions to this year’s report is the application of the AMEC GEO Framework, the newly introduced global measurement model designed to help organizations understand how reputation, content and visibility influence outcomes in AI-driven information environments.

Using the framework’s three core dimensions, Upstream Reputation Signals, Search and Content Readiness, and Downstream AI Outputs, the analysis assessed Ojude Oba’s performance not only in traditional media but also within emerging AI-powered discovery systems.

The assessment found strong performance across earned media authority, cultural relevance, content visibility and reputation consistency. The festival demonstrated growing discoverability within AI-assisted search environments and generated strong indicators for future cultural visibility across generative search platforms.

According to P+ Measurement Services, this represents a fundamental shift in how cultural events should be evaluated.

“Media success is no longer defined solely by coverage volume or impressions,” the report notes. “In an AI-driven information ecosystem, discoverability, authority, narrative consistency and reputation signals increasingly determine whether institutions remain visible, trusted and relevant. Ojude Oba’s performance demonstrates the importance of measuring cultural influence through both traditional media metrics and emerging AI visibility frameworks.”

The report concludes that Ojude Oba has evolved beyond its traditional role as a cultural celebration and now functions as a powerful platform for tourism promotion, economic storytelling, cultural diplomacy, national branding and global heritage engagement.

As governments, tourism agencies, brands and cultural institutions seek new ways to compete for attention in an increasingly fragmented media environment, Ojude Oba offers a compelling case study in how heritage can be transformed into measurable influence, sustained visibility and long-term reputation value.

With record audience reach, stronger public sentiment, expanded international visibility and growing AI discoverability, the 2026 edition marks a defining moment in the festival’s evolution from cultural event to global cultural brand.

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The U-17 tournament, which is in its 10th edition, is one of the leading grassroots football competitions in Lagos State, sponsored by Dr. Taiwo Afolabi, chairman of SIFAX Group, to discover, nurture, and promote young football talents at the grassroots level.

At the end of the grueling final matches, Fortune FA, Oshodi and Labro Queen, Oyingbo, emerged winners of the boys and girls competitions respectively.

Fortune FA defeated Dynamo FC, Iwaya 2-0 in the boys’ final, with goals from Quadri Popoola and Agbato Wasiu securing the title.

In the girls’ final, Labro Queen FC and Starlet Girls FC of Idimu played out a goalless draw in regulation time before Labro Queen triumphed in the penalty shootout, converting five of their six kicks to edge Starlet, who scored four from six attempts.

Speaking at the event, Dr Taiwo Afolabi, group executive chairman of SIFAX Group, who was accompanied to the event by his wife, Mrs. Folashade Afolabi, reflected on the tournament’s journey over the past decade and expressed satisfaction with its contribution to youth development through sport.

He recalled his own playing days as a young man and explained that the competition began as a modest football fixture tied to his birthday before evolving into a structured platform designed to identify, nurture and support young talent.

Afolabi noted that the tournament was established to create opportunities for young people to channel their energy productively, develop discipline and gain exposure that could shape their future careers.

“We need to encourage the youth, because without encouraging them, they cannot be successful. Young, talented football players like the one featured in this tournament require consistent guidance, mentorship and platforms that help them build their skills and confidence, as well as assist them to remain focused so as to fulfil their potential, both on and off the pitch,” he said.

Lagos State Grassroots Soccer Association also commended Afolabi and SIFAX Group for sustaining the competition over the last ten years and highlighted the positive impact the tournament has had on youth football development across Lagos State.

The association’s Secretary, Mr Aliyu Ganiyu, said the tournament has provided numerous players with opportunities to showcase their abilities, with several participants from previous editions progressing to play professionally in Nigeria and abroad.

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The high-profile event, which drew senior customs officials, industry leaders, members of the diplomatic community, and entertainment figures, marked an unprecedented moment in Nigeria’s institutional storytelling, with the NCS leveraging the power of cinema to illuminate the bravery and sacrifices of its officers in the relentless fight against smuggling.

Representing SIFAX Group at the event was Mrs Ololade Dawodu, head of Clearing and Forwarding at SIFAX Shipping, who delivered an address that drew a direct line between the film’s narrative and the realities of maritime operations at Nigeria’s ports.

She noted that the story resonates strongly with real-life operations at Tin Can Island Port, one of Nigeria’s busiest commercial gateways and a critical hub within SIFAX Group’s operational landscape.

“For those of us in the industry, the sight of cargo ships and port operations is familiar but this film takes us beyond the surface, revealing the high-stakes reality that underpins global logistics.” She said.

Dawodu emphasised that the story goes beyond entertainment, serving as a tribute to the courage and resilience of officers who protect the nation’s economic lifelines.

She pointed to the film’s portrayal of loss and sacrifice as a sobering reminder of the human cost tied to security enforcement.

“At SIFAX Group, we believe that a secure maritime sector is the backbone of a thriving economy. Without security, trade cannot flourish.” she stated.

 SIFAX Group’s partnership with the initiative did not go unnoticed. The film’s producer, Agozie Ugwu, and the Superintendent of Customs 1, Mr Okpanachi Adejoh, both publicly commended SIFAX Group’s contributions to the project’s success, describing the Group’s sponsorship as instrumental in bringing the story to the screen at the scale it deserved.

The premiere concluded on a reflective note, with guests commending both the storytelling and the collaboration between the creative industry and key institutions. For SIFAX Group, the evening reinforced a clear message: sustainable growth in trade and logistics depends not only on infrastructure and expertise, but also on unwavering commitment to security.

Directed by acclaimed filmmaker Agozie Ugwu and featuring veteran Nollywood actors Francis Duru and Ray Adeka, Novara tells the story of a dedicated customs officer navigating the dangers of undercover operations, while also shedding light on the personal sacrifices made by law enforcement personnel. Through its narrative, the film highlights the often-unseen risks involved in safeguarding Nigeria’s borders.

The film follows Superintendent Panshak Asiya, an undercover Customs officer who risks everything, including the safety of his family, to dismantle one of the country’s most dangerous smuggling syndicates.

Beyond its gripping action sequences, the film explores themes of love, faith, sacrifice, and the unseen human cost of law enforcement.

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Afolabi said this at an interactive session with the 2022 graduating students of the Babcock University, Ilishan Remo, Ogun State. 

The SIFAX Group Chairman who was represented at the occasion by Mr. Bode Ojeniyi, Group Executive Director (GED), SIFAX Group, admonished the students not to be deterred or intimidated by challenges that life would throw their way.

He said: “Challenges are part of life and it is practically impossible to avoid them. You can’t avoid challenges if your ultimate goal is to succeed, either in career, marriage or business. You need to believe in yourself because you are endowed with all you require to excel. You must also take self-development seriously. Don’t be comfortable with the level of knowledge you have. Keep seeking for more. The more you know, the more likely you are to succeed”.

“Having a solution-oriented mindset is also critical. When you encounter a difficulty or problem, ability to generate solutions, rather than lamentations set people apart. When you are reputed for this kind of thinking, achieving success will be easier, as colleagues, bosses and clients would trust you more and avail you greater responsibilities that would account for your rise.” 

Afolabi further commended the university for organizing the event where the graduating students interacted with successful professionals and captains of industries. 

Other speakers at the event include Mr. Kunle Elebute, Chairman, KPMG Africa, Dr. Babatunde Ipaye, former Consultant, World Bank, Dr.(Mrs) Abimbola Abolarinwa of Lagos State University Teaching Hospital, Prof. Pat Utomi and Mr. Ademola Adebise, Managing Director, Wema Bank, among others.

Photo News:

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At the awards ceremony held in Lagos, SIFAX Group received the award for Most Corporate Social Responsibility Friendly Company, while Dr. Afolabi bagged two major individual honours, Lifetime Maritime Award and Maritime Man of the Year.

According to the Elder Asu Beks, Maritime Media Limited’s CEO, Dr. Afolabi emerged as Maritime Man of the Year after being “overwhelmingly voted” by stakeholders during a 60-day rigorous voting exercise.

In the citation read during the award presentation, the organisers said the recognition reflected his unwavering commitment to the advancement of the maritime industry and his long-standing vision of positioning Nigeria as one of the leading maritime nations in sub-Saharan Africa.

Receiving the awards on behalf of Dr. Taiwo Afolabi and SIFAX Group, Captain Ibraheem Olugbade, Executive Director, Ports & Cargo Handling Services Limited, expressed appreciation to the organisers for the recognition and conveyed the goodwill message of the SIFAX Group Chairman.

Olugbade said the triple recognition was a testament to Dr. Afolabi’s decades of transformational leadership and the company’s sustained impact across the maritime and logistics value chain.

“These awards are deeply appreciated, and they serve as a strong validation of Dr. Taiwo Afolabi’s decades-long contributions to the growth and development of the maritime and logistics industry in Nigeria.

“For us as a Group, this honour also reflects our unwavering commitment to initiatives that positively impact our communities, stakeholders and the wider society. We remain committed to excellence, innovation and sustainable growth across all our business operations,” Olugbade stated.

The triple honours further reinforce SIFAX Group’s position as one of Nigeria’s leading indigenous conglomerates, with a strong footprint in maritime, aviation, logistics, oil and gas, hospitality, and financial services.

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The Ajoke Ayisat Afolabi Foundation (AAAF), the CSR arm of logistics giant SIFAX Group, just wrapped up its latest Community Connections project in partnership with the World Bank.

The target? Over 90 students from State Senior Secondary School, Oyewole, in Agege.

Beyond Basic Typing: Moving into ML

This wasn’t your typical this is a mouse, this is a monitor computer class. The curriculum was designed to bridge the actual skills gap currently plaguing the Nigerian labor market. The students were immersed in:

• Machine Learning (ML): Understanding how data builds systems.
• Artificial Intelligence (AI): Learning how to leverage GenAI tools for education and future work.
• Advanced Computer Literacy: Moving beyond the basics into practical workplace tech.

The strategy here is a train-the-trainer model. Representatives were picked from various classes with the expectation that they’ll act as peer-to-peer nodes, transferring their new skills to their classmates.

[Image: Students at State Senior Secondary School, Agege, interacting with laptops during the AAAF/SIFAX AI training session]

The Hardware Drop

In many Nigerian public schools, ICT is often taught on a chalkboard due to a lack of hardware. To prevent this training from becoming a theoretical exercise, AAAF and SIFAX Group donated:

• Laptops
• Projectors
• Projector Screens

This brings the total number of students empowered by the foundation across Lagos, Ondo, and Badagry to nearly 600.

Why it Matters: The Skills Gap

Foluke Ademokun, executive coordinator of the foundation, hit the nail on the head: this is a direct attack on youth unemployment.

By the time these students graduate, the job market will expect “AI-fluency” as a baseline, not a bonus.

This initiative is part of a series of efforts to address the issue of youth unemployment and skills gap in the country and it’s expected to benefit not only the students but also the community at large, as the students would be able to apply the skills acquired to improve their lives and contribute to the economic development of their communities,” Ademokun said.

The school’s Vice Principal, Sherifat Ajala, noted that the interaction with the best minds in tech provided the students with more than just skills, it gave them a perspective shift on what they could actually achieve in the digital economy.

“On behalf of the school management and all these students, I want to say a big thank you to Ajoke Ayisat Afolabi Foundation and their sponsor, the SIFAX Group for the good works that they have done in the lives of our students and for the wonderful gift. May the Lord Almighty continue to bless you”, she said.

It’s easy to talk about Silicon Lagoon, but without foundational digital literacy in local government areas like Agege and Alimosho, the tech boom remains an elitist bubble. SIFAX and the World Bank are doing the unglamorous but essential work of talent seeding.

By giving these students early exposure to Machine Learning and AI, they are shortening the distance between the trenches and the tech hubs.

The real test, however, will be whether the school can maintain the donated hardware and keep the internet running long enough for the students to keep practicing once the facilitators leave.

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According to Dr. Taiwo Afolabi, chairman, SIFAX Group, while receiving Mrs. Oluwatoyin Iyabode Agbaminoja, the new commissioner of Police, Port Authority Police (Western) Command, who paid the company a courtesy visit, there is a need for all stakeholders in the nation’s port ecosystem to support the operations of the Command in a bid to ensure security of lives and property, safeguard port infrastructure and guarantee conducive environment for legitimate commercial activities within the nation’s ports.

Afolabi, who lauded the performance of Agbaminoja in her previous postings around the country’s maritime industry, pledged SIFAX Group’s support and cooperation for all the Command’s initiatives.

He said:

“SIFAX Group has built a solid relationship with CP Toyin Agbaminoja over the years, and we are glad on her new promotion which I believe is a demonstration of the Nigeria Police hierarchy trust in her ability to deliver value in the Lagos ports and beyond. Our company has a reputation for partnering with security agencies across the country because we believe security requires stakeholder collaboration for it to be effective and sustainable. SIFAX Group will continue to support the Port Authority Police Command.”

CP Oluwatoyin Iyabo Agbaminoja had earlier commended SIFAX Group for its impact in the industry and noted that the visit was to further strengthen the relationship between the company and the Command due to the shared commitment of both institutions to maritime security.

Wunmi Eniola-Jegede, Group Coordinating Director, John Jenkins, Managing Director, Ports and Cargo Handling Services Limited, Oliver Omajuwa, Deputy Director, Strategy and Operations and Olumuyiwa Akande, Group Head, Corporate Communications were on the Chairman’s team who received the CP and her entourage.

The CP was accompanied on the visit by senior officers of the Command, including Inusa Karyah, Assistant Commissioner of Police, Operations; Olufikayo Fawole, Assistant Commissioner of Police, Administration; Sunday Adeyeri, Area Commander Western Ports, and ASP Isaac Hundeyin, Command Public Relations Officer.

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At the high-profile ceremony held at the Lagos Sheraton Hotel, Ikeja, SIFAX Group was named Outstanding Indigenous Conglomerate of the Decade, Afolabi won the Outstanding Maritime CEO Personality of the Decade while Akande clinched the Outstanding Corporate Communications Personality of the Decade.

The accolade, according to the organisers, recognises the company’s remarkable contributions to Nigeria’s economic growth through its diverse investments in maritime, aviation, logistics, haulage, oil and gas, and hospitality.

Publisher and CEO of Marketing Edge Publications Limited, Mr. John Ajayi, described the wins as “well-deserved recognition of a conglomerate and its leaders who have consistently redefined excellence in business leadership, innovation, and communications. SIFAX Group is proudly Nigerian brand that has expanded its frontiers across Africa and beyond, creating jobs, driving innovation, and delivering service excellence.”

According to Afolabi, while reacting to the awards, noted that SIFAX Group has continued to demonstrate excellence and service delivery as guiding principles that drive the business and its workforce.

“We are glad we have been honoured at the Marketing Edge Awards again. It is a reward for our consistency, excellence and customer-centric approach to service delivery across our business offerings. We would be further motivated by these awards to extend the frontiers of excellence that we have set for ourselves,” he said.

The 2025 Marketing Edge Awards, which coincided with the 22nd anniversary of the publication and the 13th edition of its National Marketing Stakeholders Summit, gathered industry trailblazers to celebrate innovation and impact in Nigeria’s marketing and brand management landscape.

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The newly commissioned projects include the Chief Samson Afolabi Centre for Information and Technology Services, a 100-seater ICT resource hub; the Isade Central Mosque; a Community Security Office (Elero Security Post); 27 open market stalls; and a modern recreational facility.

FILE PHOTO: Elder Brother of Dr. Taiwo Afolabi, Deacon Dr. Wale Afolabi, who represented him, surrounded by community stakeholders, during the official commissioning of the projects to the Isade-Elero and Pampa Isade Communities on Saturday, 13^th September 2025.

This commissioning adds to a long list of interventions previously executed by SIFAX Group and its chairman, Dr. Taiwo Afolabi, in these communities, including the construction of a community health centre, seasonal road grading, and the building of St. Mark’s Church Auditorium, hall, and vicarage. These earlier projects continue to serve as essential lifelines for the people.

In his remarks at the commissioning event, which took place on Saturday, 13^th September 2025, the representative of the SIFAX Group Chairman at the occasion, Deacon Dr. Wale Afolabi, elder brother of the philanthropist, reaffirmed SIFAX Group’s commitment to supporting grassroots development through impactful projects that cut across religion, trade, and education.

He said: “SIFAX Group and Dr. Taiwo Afolabi believe in the principle of social impact through support for communities across the country in the form of infrastructural provision, human capital development and economic empowerment for the vulnerable. It is this same vision that underlines the support we are providing for these communities today.”

The Folusho Badejo, chairman of Ijebu North-East LGA, praised the initiative and the sponsors, noting that such private interventions complement government efforts.

“These kinds of projects are what the local government embraces as they help augment our efforts towards making lives easier for our people. I’m excited to see the markets as well as the ICT centre, as they are projects the local government itself aspires to execute,” he said.

Baale of Isade-Elero, Chief Moses Sunday Odunuga, described the projects as “a prayer answered,” expressing deep gratitude to God, SIFAX Group and Dr. Taiwo Afolabi for the sustained contributions to community development.

Other dignitaries present include Chairman of the Project Committee, Major General S. A. Odunsi (Rtd.), Vicar of Saint Mark’s Anglican Church, Revd’ Canon Mathew Kolade, Chief Imam of Isade Mosque, Rafiu Oluwakemi Lawal and others.

The commissioning not only provided infrastructure but also renewed hope, pride, and solidarity among the people of Isade-Elero. Smiles lit up the faces of both young and old, as the projects promised better learning opportunities, enhanced security, thriving trade, and stronger community bonds.

The event, marked by cultural displays, choreography, poetry recitations, and vibrant parades from the Boys Brigade, Girl Scouts, and military groups, drew wide admiration from community members and dignitaries. The atmosphere was one of unity, with Christians and Muslims jointly celebrating the landmark development.

With this milestone, SIFAX Group once again demonstrated how impactful Corporate Social Responsibility (CSR) can directly uplift communities, proving that when businesses give back, entire societies move forward.

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SIFAX Group, through its NGO, the Ajoke Ayisat Afolabi Foundation (AAAF), and other partners, supported 3,083 vulnerable persons across the country in July. Beneficiaries included widows, children, voluntary returnees abroad, and people with disabilities.

Initiatives ranged from healthcare support for 639 people in Lagos, Isade and Zaria, to vocational training for 1,398 women, girls, and boys in crocheting, tailoring, shoemaking, and bag-making.

The Foundation also facilitated one-day training for petty traders in Umuahia ahead of the interest-free loans scheme, empowered 10 traders in Zaria, provided a borehole for Agbelekale community in Lagos, and in collaboration with the World Bank and National Commission for Refugees, Migrants and Internally Displaced Persons (NCFRMI), distributed essential items to 750 voluntary abroad returnees.

Similarly, in August, SIFAX Group partnered with NIDSMET Services to sponsor the skill acquisition training of 500 youths in Lagos. Participants were trained in confectionery, catering, textile design, photography, cosmetics, event management, and diverse skills.

Speaking at the grand finale of the skill acquisition programme in Satellite Town, Lagos, Mr. Olumuyiwa Akande, group head, Corporate Communications, SIFAX Group, represented by Mr. Olatunde Adewola, emphasised that the company’s philosophy goes beyond profit-making and extends to philanthropy and creating sustainable pathways for economic growth.

“At SIFAX Group, we measure success not just by business achievements but by the lives we touch and the opportunities we create. Entrepreneurship and empowerment remain central to our vision of a better Nigeria,” he said, urging beneficiaries to build their futures on integrity, excellence, and digital visibility.

Mr. Olabiyi Oluwole, managing director of NIDSMET Services, the programme continues to produce entrepreneurs who eventually become job creators.

“SIFAX Group has been a major supporter of this programme since its inception, and since then, many of our graduands have become successful business owners”, he noted.

Foluke Ademokun, AAAF Coordinator, said the Foundation remained focused on providing succour for disadvantaged groups nationwide.

“From scholarships for widows’ children to empowerment opportunities for women, AAAF is committed to eradicating poverty and delivering sustainable solutions to Nigeria’s most pressing challenges.”

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