By Olanrewaju Agiri
Daniel Brosu, the founder of XTRM Promotions and a licensed boxing promoter, has urged the federal government of Nigeria to prioritise the development of policies that are consistent with private innovation. Brosu believes that sports have the potential to become one of Nigeria’s most significant non-oil revenue generators.
The young entrepreneur made the call while speaking with the sporting press in Lagos, saying in many developing countries, sports are treated as leisure, but in advanced economies, they are a money-spinning industry.
“The demand for hospitality is generated by sports.” It is responsible for the growth of airline traffic. Sponsorship is attracted to it. It generates employment opportunities in the media industry. I was under the impression that Nigeria had already recognised the influence of entertainment, as evidenced by our music industry.”
He observed that the union of the two would result in an immediate economic boom. Adding that “Lagos nightlife is more than parties; it is economic proof. Every weekend, thousands gather. Security is hired. Vendors sell. Artists perform. Media covers. Money circulates. If this same energy is structured around sports, the impact multiplies.”
Brosu explained that over 60 per cent of Nigerians are under 30. “That is not a statistic; that is a workforce waiting for direction. Through Game On Football and combat sports initiatives like 9JA SLAP and BEATDOWN, we see raw talent daily. But talent without exposure and refinement remains local and unfit for global competition.”
He added that “Having staged the first Africans on Dana White’s Power Slap in Riyadh months ago it was clear to him how Saudi Arabia used events under Riyadh Season to create global attraction. Sports became spectacle. Spectacle became tourism. Tourism became rev
enue. Nigeria can do the same in our own way.”
“Music already has the audience. Sports need structure; put them together, and you create jobs, tourism, and global visibility. Nigeria doesn’t lack talent. We lack coordinated execution,” he enthused.
Brosu however, emphasised the importance of strategic planning and investment in infrastructure to harness this potential. By fostering an environment where creativity and sporting excellence can thrive, Nigeria could not only elevate its global standing but also inspire a new generation of talent across various fields.
