Rite Foods Limited, through its proudly Nigerian brands Sosa Fruit Drink and Bigi Premium Water, has announced a strategic partnership with Showtime to support the upcoming Flag Football season.
This collaboration unites sport, family entertainment, and hospitality, reinforcing Rite Foods’ commitment to youth empowerment, inclusivity, and community development.
Announcing the collaboration at a recent meeting held at Rite Foods Head Office in Lagos, Ivie Okon, Showtime representative, highlighted the unique nature of flag football, describing it as a safer, semi-contact American version of football where players wear waist flags instead of tackling.
“Flag football is a family-friendly, inclusive sport that allows both men and women to compete together on the same team. Something not done anywhere else in the world. At showtime, we organise the largest co-ed flag football league because we believe in unity,” she explained.
She further noted that Showtime’s season runs from September 21st to December 21st, featuring 10 teams over 13 weeks, with weekly games every Sunday. The season will climax with the Showtime Bowl, a flagship event that blends together sports, music, side attractions, and family-friendly entertainment.
“For us, flag football is more than a sport; it is a festival of culture, togetherness, and joy,” Okuns added.
Esther Kalu of Showtime stressed the importance of hospitality in creating memorable sporting experiences. She pointed out that Sosa and Bigi’s partnership guarantees that refreshments and nourishment are part of the entertainment package, enhancing the overall audience experience.
Speaking on behalf of Rite Foods, Ruth Mark, Sosa Brand Manager, expressed excitement about the partnership.
Sosa fruit drink is proudly produced in Nigeria by Rite Foods Limited, packaged, and distributed locally, and of a world-class standard. We want to debunk the notion that Nigerian products lack quality, as Sosa is of very high quality and suitable for colleagues, friends, neighbours, and communities.
This partnership reflects our shared values of inclusivity, unity, and nourishment “.
Also, Olukemi Ogunsakin, Corporate Communication Manager, Rite Foods, highlighted the company’s broader Sustainability agenda:
“At Rite Foods, we are more than a food and beverage company; we are an organisation that cares for people and communities. Our sustainability strategy is anchored on the EYEC framework: Environment, Youth Development Education, and Community Development. Partnering with Showtime amplifies our investment in youth empowerment, inclusivity, and national unity. With over 70% of Nigeria’s population under 35, sports like flag football are vital in channelling young energy into positive engagement”.
She concluded by reaffirming Rite Foods’ Ethos: “We are proudly Nigerian and truly world-class. Excellence can be found, created, and nurtured in the country.”
