The Ojude Oba Festival (the King’s forecourt) is one of the most colorful and spectacular cultural events in Nigeria. What started as a simple homage paying by the Muslims faithful to the the Awujale of Ijebuland, Oba Sikiru Adetona has today evolved into a colourful, grand, multi-faceted celebration combining traditional elements with modern attractions that have also gained international publicity and attention.
Over the years, the festival has significantly boosted business activities across Ijebuland.
The festival showed how cultural traditions can drive economic growth by empowering local businesses, service providers, artists, and artisans from Ogun, Lagos and practically all the other states in South West Nigeria.
During this period, hotels in Ijebu-Ode and surrounding towns experience full occupancy, and relaxation centres also see increased activity. Artisans, traders, and vendors of various items, including festival paraphernalia, food, drinks, and transportation services, enjoy brisk business and substantial income. If we aggregate all these, the festival generates billions in revenue, benefiting not only Ijebu-Ode and Ogun State but also Nigeria.
For many Ijebu indigene abroad and for those living in other parts of the country, the Ojude Oba Festival is like a homecoming. The monetary remittances and cash that are brought into the town during the festival is humongous.
According to a CNN report, this year’s festival generated around $10 million in revenue.
Cultural figure and financial executive Farooq Oreagba also revealed that this year’s Ojude Oba festival generated over ₦2 billion in sponsorship deals.
Oreagba stated that the 2025 edition of Ojude Oba exceeded expectations in terms of attendance and scale, prompting organisers to restructure the event space to accommodate the massive crowd.
“Ojude Oba 2025 was the biggest ever. From the pictures, you could see that even the arena could not contain the number of people; we had to adjust the whole structure of it,” he said.
He also linked the success of this year’s event to the endorsement deal he received from Airtel after the 2024 festival. That partnership, he said, opened the door for more corporate brands to invest in the event and its participants.
“A lot of people don’t realise this. Last year, I received my Airtel endorsement after Ojude Oba, which set off a wave of events. This year, I can tell you virtually every family got endorsed.
“I’ll admit a lot of the endorsements came towards me, and I just turned them down and channelled them to other families. So my friend, my young Aburo, Doyin Alatishe – Goldberg, Princess Adesile – Polo Avenue,” he said.
Fashion, Style and Beauty
With average of 35 members representing each Regberegbe (Age-groups) that will be wearing uniformed costumes for their parade, imagine the cost for their clothes like Aso-oke, Lace, Velvet, Damask and other fabrics. The suppliers, fashion designers, tailors and accessories makers of this clothes plus the Caps for Men and Gele (head tie) for women will surely be smiling to the bank. Months before the festival, the Regberegbe commissioned the making of their Bespoke Stylish Uniforms which needed to be tailored into perfection and costing hundreds of thousands of Naira.
Accessories makers of items like shoes, beads, slippers, etc will also be making cool money from their crafts. Beauticians, hair stylists and Make Up Artistes are not left out of these largesse.
Catering
With thousands of people attending the festival. Restaurants, fast food joints, bukas, lounges, pubs usually recorded high patronages. Even many families and the Regberegbe groups host parties and engaged the services of caterers.
Hospitality
A month to the Ojude Oba festival, it will be difficult for guests to get rooms at many of the hotels and guest houses in Ijebu Ode and adjoining cities as they would have been booked months before the festival. Hotels and Apartments makes lots of money at this period. Many family homes with spare rooms are turned into an ‘emergency air BnB’ at this period because they are rented out to people and extra cash is made through this.
Entertainment
Local bands, DJ, popular artistes, emcees and hype men also partake in the goodies of Ojude Oba as various groups booked them to entertain their guests. Many local pubs and restaurants also witness a huge surge and patronages at this period.
Video/Photography/Media
Many photographers, videographers and content creators also get booked by various Regberegbe and individuals to document and capture the event for them. Media houses also enjoy patronages from various Regberegbe groups and individuals who wants special coverage and spotlights.
Transportation
Transporters are not left out, as they move people and goods during this period. They assist with the logistics and movement of the people. From cabs, keke to okada everyone makes cool money during Ojude Oba.
Security
Private security firms and bodyguards are not left out in the largesse as many individuals and groups engages their services.
Abiodun Caston-Dada
Publisher/Editor-In-Chief,
ACADA Magazine
