Rite Foods Limited has reaffirmed its commitment to leveraging cultural partnerships as part of its broader brand engagement and community development strategy through continued sponsorship of the 2026 Ojude Oba Festival.

Widely recognised as one of Nigeria’s biggest cultural and tourism events, the Ojude Oba Festival has evolved beyond a traditional celebration into a major platform for economic activity, brand visibility, tourism promotion, and cultural preservation in Ogun State and across Nigeria.

This year’s edition, themed “Ojude Oba 2026: Celebrating the Legacy of Oba Sikiru Adetona,” honours the late Awujale of Ijebu-land, Oba Sikiru Kayode Adetona (GCON), whose reign significantly contributed to the socio-economic and cultural development of Ijebu-land.

Rite Foods, which operates a major production facility in Ososa, Ogun State, said its continued sponsorship reflects the company’s long-term commitment to strengthening relationships with host communities while promoting Nigeria’s cultural heritage.

Speaking during the festival press conference, Brand Manager for Fearless Energy Drink, Olaniyi Aderuku, said the company’s connection to Ijebu-land extends beyond commercial operations.

“At Rite Foods, we see community engagement as a critical part of sustainable business growth. Our investment in cultural initiatives like Ojude Oba reflects our commitment to growing alongside the people and contributing meaningfully to preserving their identity and heritage,” he said.

According to Aderuku, the partnership between Fearless Energy Drink and the Ojude Oba Festival aligns with the brand’s positioning around ambition, boldness, creativity, and self-expression.

He noted that the festival presents a strategic platform for consumer engagement, experiential marketing, and strengthening emotional connections between the company’s brands and consumers.

“As Nigeria’s leading energy drink brand, Fearless represents courage, ambition, and confidence. Ojude Oba reflects these same values through its rich culture, fashion, horsemanship, and the pride of a people preserving tradition while embracing modernity,” he added.

Aderuku said consumers attending the festival would experience a range of Rite Foods products, including Bigi Carbonated Soft Drinks, Bigi Premium Drinking Water, Sosa Fruit Drink, Fearless Energy Drink, and the company’s sausage brands, through various product activations and engagement activities.

He stressed that Rite Foods remains committed not only to investing in production capacity and technology but also in initiatives that promote social impact and cultural sustainability.

Coordinator of the Ojude Oba Festival Organising Committee, Fassy Yusuf, described the festival as a major cultural and economic platform that promotes unity, tourism, and communal development.

Yusuf said this year’s festival would feature the colourful regberegbe age-grade processions and equestrian displays by prominent warrior families, attractions that continue to draw local and international visitors annually.

Also speaking, Ogun State Commissioner for Culture and Tourism, Oluwasesan Fagbayi, represented by Governor Dapo Abiodun, said the Ojude Oba Festival has grown into a significant driver of tourism, economic activity, and cultural branding for Ogun State.

He added that the state government remains committed to supporting initiatives that enhance the festival’s contribution to economic growth, cultural promotion, and social inclusion.