Debbie Izamoje highlights real-time shift in Nigeria’s sports marketing

Brila Media has released Nigeria’s first Sports Marketing Intelligence Report 2025, offering fresh insights into how audiences engage, make decisions, and spend in real time, with CEO Debbie Izamoje Okolie emphasising a major shift in consumer behaviour.

The report reveals that some of the most commercially valuable consumer moments are no longer driven by traditional advertising channels, but by highly engaged, real-time environments where attention, emotion, and participation intersect.

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At the centre of these moments is a predominantly young audience. With approximately 64 percent of sports consumers under the age of 35, this demographic represents one of the most active and influential consumer segments in Nigeria, mobile-first, socially connected, and highly responsive.

According to the findings, 79 percent of consumers access content via mobile devices, while discretionary spending increases during key live moments, underscoring a strong link between engagement and purchasing behaviour.

While rooted in sports, the report’s insights extend beyond the sector, identifying a broader behavioural pattern where audiences move through cycles of anticipation, peak engagement, and sustained interaction, creating multiple touchpoints for brands.

Commenting on the report, Debbie Izamoje Okolie said, “For over two decades, Brila Media has shaped conversations in Nigeria. What this report shows is a shift in how audiences engage and make decisions in real time. It provides brands with a clearer understanding of these behaviours and how to align with them more effectively.”

The report also highlights a growing gap between visibility and relevance, noting that while many brands focus on presence during major events, fewer align with actual audience engagement patterns.

Overall, the Sports Marketing Intelligence Report 2025 provides a practical framework for brands to better understand audience dynamics, optimise timing, and drive measurable commercial outcomes.