Debbie Larry-Izamoje Fninm, is the Chief Executive Officer of Brila Media Group Nigeria, a pioneer and leader in Africa’s sports media industry. With a visionary approach, Fninm has transformed Brila FM into Brila Media, a full-scale multimedia group with interests in broadcasting, digital services, printing, and consultancy, significantly expanding its digital footprint and building a vibrantly engaged community. Under her leadership, Brila Media has become a dominant force in “sportainment” across Africa.
Debbie has been recognised for her impactful leadership and contributions to the sports media industry. She won the ‘Future Awards for Intrapreneurship’ in 2024, was named ‘COO of the Year, Sports Media by C-Suite Insider’, United Kingdom, and became the youngest woman in sports to be recognised as a Fellow of the National Institute of Marketing, Nigeria. In the same year, she was honoured with the ‘35 Under 35 Marketing Professional’ recognition by Brand Communicator. In 2023, she was named one of ‘Nigeria’s Top 100 Powerful Women’ by Power Women’s Network and nominated for the ‘Guardian Woman Award’ in 2023.
In this interview with IFEOMA OKEKE-KORIEOCHA, she speaks on her journey of leading Brila Media Group, how she is supporting young girls in football careers through her Football for Girls Africa (FGA) initiative and the biggest untapped opportunity in the sports media industry, among others.
Take us through your journey of leading Brila Media Group.
It has been very rewarding, though not without its challenges. When I stepped into the role of COO, I understood the immense responsibility of upholding a legacy that was then nearly two decades old. It was crucial to not only realize my vision but also align it with that of the stakeholders and the company at large.
During my early years with Brila in the Marketing and Corporate Development teams, my goal was to evolve Brila from being just a household name for radio into a full-fledged media powerhouse that dominates both digital and traditional platforms.
When I became Chief Operating Officer five years ago, my vision grew even broader. A significant part of it was to amplify the stories of women in sports and encourage equality and balance within my sphere of influence. Looking back, I am proud of the impact my dedication and efforts have had. To see what was once a vision materialise and make a difference has been truly encouraging.
In summary, my role as COO has involved making bold decisions, occupying key spaces, ensuring opportunities for young people in sports, and meeting the needs of every stakeholder in Brila Media.
Brila Media Group is one of the pioneers in Africa’s sports media industry. As a woman, how did you become interested in sports, a male-dominated field, and pursued a career in it?
I was raised by parents who were both in the communications business, and my childhood was filled with moments of watching football with my dad, accompanying him, and meeting people in the industry. These experiences gave me early access to understand what it took to make media and content come alive, and I found the behind-the-scenes work particularly fascinating.
While I consider myself firmly in the business of communications and sports, the passion originated from witnessing my parents’ dedication and success in their work. That foundation inspired me to carve out a career path in the sports business.
At what point did you decide to transform Brila FM into Brila Media? What motivated this evolution, and what impact has it had?
The decision stemmed from recognising the rapidly evolving media landscape. Relying solely on radio was no longer viable to stay competitive. Additionally, as part of the younger generation, I realized that for Brila to remain relevant, we had to address the changing needs of our audience. While Brila FM had established a deep emotional connection with its listeners, it was necessary to expand our scope to reach a global audience.
This transformation has been pivotal in attracting younger demographics, forming global partnerships, and enhancing our relevance in an increasingly digital world.
What is the biggest untapped opportunity in the sports media industry, and how is Brila Media positioned to capitalize on it?
One of the biggest opportunities lies in telling local stories. We often look outward, but the most compelling sports stories are right here, in our communities, showcasing our talents and grassroots heroes.
When I led Image Boosters, my agency business before taking up leadership at Brila Media, we launched a campaign focused on children with sports talent. The reception was overwhelming, leading us to turn it into a full-fledged campaign for an ex-footballer.
In my experience, grassroots football, women’s sports, and sports in general remain underexplored. At Brila Media, we are committed to amplifying these narratives and celebrating the stories of African athletes, fans, and communities.
How are you revolutionising sports entertainment in Nigeria and Africa?
We are revolutionising sports entertainment by leveraging technology, embracing inclusivity, and prioritising digital storytelling. For instance, we now incorporate AI-driven insights into our content creation and audience engagement strategies.
Additionally, we’ve created platforms that celebrate sports personalities and celebrities, emphasizing their value and contributions.
Partnerships are also a cornerstone of our strategy; they enable us to act as a bridge between brands and consumers. Our ultimate goal is to ensure that African voices are central to global sports conversations.
You founded Football for Girls Africa (FGA), an initiative supporting young girls in football careers. What inspired this project?
Football for Girls Africa (FGA) is a passion project under the Brila Media Group. It was established to empower young girls across Africa to explore careers in football, whether on the field, in management, media, or leadership roles.
One of our proudest moments was providing opportunities for girls aged 10-20 to watch the Super Falcons play live. For many, it was their first time in a stadium. Moments like these remind me why this initiative exists- to lay the foundation for future careers in the industry by nurturing a love for sports early in our young girls
As a young woman in the sports business, you are fast rising to the peak of your intrapreneurial journey. This is something that very few people have been able to do, so the journey certainly hasn’t been a path full of roses. Can you share some challenges in your journey to leadership? And how have these challenges shaped you to become who you are today?
Taking up leadership at 26 in a male-dominated industry came with its challenges. Age and gender often meant I was underestimated and overlooked. Initially, I saw this as a weakness, but over time, I recognised it as strength. It motivated me to pave the way for the women coming after me.
Among many other lessons, these challenges have taught me resilience and the importance of building a supportive network.
In less than four years of being Chief Operating Office, you have been promoted to the role of CEO, this is a significant achievement. What would you say is the biggest highlight of your leadership journey?
One highlight has been creating gender inclusivity and generational balance within Brila Media. When I joined, we had only three women, mostly from older generations. Today, we have nearly 20 women, complemented by the fresh perspectives of Gen Zs and the experience of older staff. This blend has been transformative for our organisational culture and output.
You have done so well for yourself, and we have seen your heart and commitment to women’s football. However, there are many other young ladies who look up to and want to connect with you. How open would you say you are to mentoring and/or building a community of younger women who want to take up a career in sports?
I am a product of quality mentorship and am passionate about passing it forward. I am always open to supporting hardworking and passionate women through mentorship or building communities that guide them in their career journeys.
If you were to model your career after anyone’s success, who would it be?
I am the woman I am today because I have a perfect example of a strong and intelligent woman. My mother, Bridget Larry-Izamoje, is my biggest role model. My mum, who is also the Executive Director of Brila Media Group cannot go a day without trying to learn about things, be it the state of the economy, global opportunities or even her faith. She is very content with where she is and whatever resources she has access to. A significant leadership skill I have seen her demonstrate over the years is resourcefulness and optimism. No situation is ever too strong to dampen her faith in God or corner her to a helpless corner
One of the proofs of her excellence is raising three strong women who are all doing well in different areas of life and career paths we have chosen for ourselves.
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