By Ayomide Otitoju
Rite Foods Limited, makers of Sosa Fruit Drink and Bigi Premium Water, has announced a strategic partnership with Showtime to support the 2025 Flag Football season, reinforcing its commitment to youth empowerment, inclusivity, and community development.
The collaboration was unveiled at Rite Foods’ headquarters in Lagos, where Showtime representatives highlighted the sport’s appeal. Flag football, a semi-contact version of American football, uses waist flags instead of tackling, making it a safer, family-friendly, and inclusive game.
“Flag football allows both men and women to play together on the same team—something unique globally,” said Ivie Okon of Showtime. She explained that the 13-week season, running from September 21 to December 21, will feature 10 teams, weekly Sunday games, and culminate in the Showtime Bowl, a flagship event blending sports, music, and family entertainment.
Esther Kalu of Showtime emphasized the role of hospitality in enhancing the fan experience, noting that Sosa and Bigi’s sponsorship ensures refreshments remain central to the event.
Speaking on behalf of Rite Foods, Sosa Brand Manager Ruth Mark expressed excitement about the partnership. “Sosa is proudly made in Nigeria to world-class standards. This partnership reflects our shared values of unity, inclusivity, and nourishment she said.
Corporate Communications Manager Olukemi Ogunsakin added that the initiative aligns with Rite Foods’ broader sustainability agenda, anchored on the EYEC framework—Environment, Youth Development & Education, and Community Development.
“With over 70% of Nigeria’s population under 35, sports like flag football are vital in channeling young energy into positive engagement,” she noted. “At Rite Foods, we are proudly Nigerian and truly world-class. Supporting this season demonstrates our belief that excellence can be created and nurtured in the country.”
The partnership is expected to strengthen flag football’s profile in Nigeria, combining sport with culture, entertainment, and youth development.
