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SPORTS BUSINESS REVIEW
It’s no surprise that Nigeria’s oldest financial institution, First Bank of Nigeria Limited, has thrown its weight behind the 2024 National Sports Festival, in Ogun State.
This is part of First Bank’s unique First@Sports initiative.
Tagged Gateway Games 2024, the National Sports Festival seeks to unearth new talents, who will be groomed into world stars to compete and win laurels for Nigeria.
Giants In Sports
The whole idea is to discover and groom grassroots athletes who will become ‘giants’ for Nigeria, which is part of First Bank’s new campaign to boost the giants in Nigerians.
Unveiled in 2024 to celebrate the Bank’s 130-year sojourn in the country’s economic space with monumental pomp, FirstBank’s the ‘Giant In You’ campaign, is a clarion call to action, inspiring individuals and businesses to embrace their inherent greatness and achieve extraordinary feats.
The campaign’s central message resonates deeply, encouraging everyone to recognize the “giant” within themselves and harness their innate strengths to overcome challenges and reach new heights.
FirstBank believes there is a ‘GIANT’ in every employee, every customer and every stakeholder – a giant dream, a giant possibility, a giant idea, a giant life, a giant future waiting to be birthed.
The 22nd National Sports Festival which started on May 16 runs through May 30, in Abeokuta, the state capital and other designated venues across the state.
First@Sports initiative
“Backed by a leading player in the banking sector, First Bank, one of the event’s sponsors has consistently demonstrated through its First@Sports initiative, its commitment to nation building and developing sporting talents while supporting legacy sports such as polo, golf and tennis.
“By sponsoring the 2024 NSF, the bank has demonstrated its resolve to continually promote worthy initiatives.”
Commitment To Youths
Remarkably, young people constitute a larger percentage of Nigeria’s population as well as participating athletes and it is essential for any brand that wants to capture a larger percentage of the market share to strategically reach them.
Commitment to youths constitutes a part of First Bank’s dedication to supporting youth development through sport.
With the sponsorship of the Gateway Games, the First Bank is backing up-and-coming athletes to achieve their dreams.
No fewer than 15,000 athletes drawn from across the country are competing in both individual and team sports, which also align with the brand’s support for nation building and developing sporting talents initiative across.
The festival is expected to unite the youths, foster regional harmony, discover talents and build in them a sense of national pride.
Events at Gateway Games 2024 are football, basketball, tennis, volleyball, athletics, swimming, cricket, karate and others.
Regarded as Nigeria’s version of the Olympic Games, the multi-sport event offers a total of 2,150 medals in 549 events.
