Our goal is to produce world champions for Nigeria – Ezekiel Adamu

Dr Ezekiel Adamu, the CEO of Balmoral Group and founder of GameRush, a sports entertainment platform, is determined to transform Nigeria through the power of boxing. Dr Ezekiel, a dynamic serial sports entrepreneur and investor, is leveraging his experience in event management to unite Nigerians across ethnic, social, and economic divides. His platform, GameRush, focuses on promoting boxing, fostering inclusivity, and empowering youth to become change-makers through innovative sportainment experiences. In an interview with Anthony Nlebem, Dr. Ezekiel discussed opportunities in Nigerian sports and his plans to transform the lives of Nigerian youth through boxing. Excerpt…

Can you tell us about your journey into entrepreneurship and what inspired you to establish Balmoral Group and GameRush?

I come from a sporting family. My dad has always been involved in sports, and that naturally fueled my passion for both sports and events. Travelling with him to international sporting events, I was fascinated by temporary structures that looked like permanent venues but were dismantled the next day. This inspired my interest in event planning and infrastructure.

When we entered the industry, street parties were the norm. The bragging rights came from how many streets someone could block off for an event. We introduced structured event venues, but it took an entire year to secure our first customer. The turning point came when Governor Babatunde Fashola enforced regulations banning street parties in Lagos, requiring events to be held in proper venues. This shift led to the rise of event centres in Nigeria, and we capitalized on that transformation.

How does your experience in event planning influence your approach to sports promotion?

I have always been passionate about sports, and my entry into events was actually through sports. Having spent almost two decades in event management, I see this experience as preparation for the big leagues in sports promotion. Organizing large-scale events gave me insights into planning, logistics, and audience engagement—key aspects that are now shaping our sports promotion initiatives.

Would you say your passion for sports led you into sports promotion?

Absolutely. We have been involved in sports promotion in small ways over the years, but we have now made a full-time commitment to it.

How long have you been in sports promotion?

We have been fully involved for about four years now. Boxing is relatively new for us, being less than a year old, but we have always been active in football. For major tournaments like the Africa Cup of Nations and the World Cup, we have organized viewing centers and also managed events like Copa Lagos and Palm Beach Soccer.

 

Boxing is still developing in Nigeria compared to football. What challenges have you encountered in promoting the sport?

Challenges are growth opportunities. When we started in event management, there were no event centers in Nigeria—we created a path for others to follow. Similarly, in boxing, we see an opportunity to build an industry from the ground up. I thrive on paving new paths, and I believe boxing presents a unique avenue to impact lives positively.

How do you ensure Nigerian boxers gain exposure and international recognition?

The world has become a global village, and social media and modern media platforms play a crucial role in exposure. Our first two boxing events set new standards for the sport in Nigeria, with many saying they looked like events in Las Vegas. This level of professionalism has attracted international fighters and promoters to Nigeria.

For our upcoming event, Chaos in the Ring, in April, we have fighters coming in from Europe and across Africa. International promoters are reaching out because they see the potential in what we are building. However, for boxing to truly thrive, we need an enabling environment, not financial handouts from the government. Proper facilities and infrastructure will attract the right investments to elevate the sport.

Nigeria’s greatest export is human capital. Just as Nigerian music and football have gained global recognition, boxing has the potential to achieve the same success.

What partnerships or collaborations are you working on to elevate boxing in Nigeria?

First and foremost, media exposure is crucial. We are in discussions with SuperSport and other media houses to showcase our boxers to a global audience. We have also partnered with a Canadian company, Millions, which provides a pay-per-view platform, allowing fans to watch fights while generating revenue. With increased viewership and financial backing, we can ensure our fighters earn top dollar for their efforts.

At Balmoral, we believe in long-term investments. Success in boxing doesn’t come overnight, and we are committed to putting in the necessary work until our fighters earn millions per fight.

What upcoming events do you have?

This year, we are hosting the Friday Fight Night Series, which takes place on the last Friday of each month. The goal is to give Nigerian fighters consistent competition to build their records and gain exposure. The more they fight, the better their chances of reaching top global rankings.

We recently signed Yusuf Adedeji, who will be competing in the WBC Grand Prix Riyadh Season in Saudi Arabia. This is just the beginning; step by step, we aim to develop world-class champions.

Do you have plans to expand beyond Nigeria into other African markets?

Absolutely. Boxing is a global sport. Our December event featured fighters from Benin, and in April, we will welcome boxers from Europe and Ghana. We have also formed a strategic partnership with a UK promoter in Aberdeen, enabling fighter exchanges between Africa and Europe. Additionally, we have partnerships with gyms in the UK to provide our fighters with top-tier training facilities.

However, our ultimate goal is to establish these world-class facilities in Nigeria. Instead of spending resources abroad, we aim to develop infrastructure locally and produce champions right here at home.

Where do you see Nigerian boxing in the next 5-10 years, and what role do you hope to play?

In professional boxing, we envision Nigeria producing at least four to five world champions across different weight classes. On the amateur side, we are targeting the 2032 Olympics to secure multiple gold medals. Our focus remains on long-term development, ensuring Nigerian boxing thrives both professionally and at the Olympic level.

What keeps you motivated in the industry?

Seeing young fighters, many without parents or financial support, choose boxing as a path to a better life is my biggest motivation. Boxing provides them with an opportunity to rise above their circumstances. For me, success is about grooming raw talent into world champions. If more people adopt a giving mindset instead of a “what’s in it for me” mentality, we can collectively build a stronger sports industry.

What advice do you have for young entrepreneurs looking to venture into the sports business in Nigeria?

The sports business is rewarding but requires patience and resilience. Success doesn’t happen overnight; it takes years of dedication. People often overestimate what they can achieve in one year and underestimate what they can accomplish in three. Social media promotes instant gratification, but real success takes time and effort. Stay focused, remain grounded, and keep pushing forward.

If you could change one thing about the Nigerian sports industry, what would it be?

Facilities. Nigerian athletes are excelling worldwide, but many choose to represent other countries due to better infrastructure. If we invest in world-class training facilities and create the right support systems, Nigeria can dominate the global sports scene.