Corporate bodies play a crucial role in supporting and preserving cultural heritage and festivals around the world. One such example is Glo's sponsorship of some cultural events like the Ojude Oba festival and the Ofala festival among other festivals in Nigeria. These festivals are not only important for the local communities but also attract tourists from all over the world. The impact of Glo's support on these festivals and the wider preservation of our cultural heritage is significant. In this article, we will assess Glo's support and discuss why other corporate bodies should follow suit in supporting cultural heritage and festivals as part of their Social Responsibility.
THE SIGNIFICANCE OF CULTURAL HERITAGE AND FESTIVALS
Cultural heritage and festivals hold immense significance in society. They are not just mere events; they are a celebration of our history, traditions and values. These festivals provide a platform for communities to come together, share their customs and pass on their cultural legacy to future generations.
By supporting these festivals, corporate bodies like Glo are not only helping to preserve these intangible cultural assets but also contributing to the socio-economic development of the community and state in which they take place. The influx of tourists and visitors during these festivals brings economic opportunities to local businesses and stimulates the growth of the local economy.
Aside from the festival having a powerful impact on tourism, it attracts visitors from near and far, it is also an avenue to introduce outsiders to the unique heritage and traditions of the community and foster cross-cultural understanding and appreciation. It is through events like this that cultural exchanges occur, bridging gaps and promoting diversity as they serve as a vital link to our past and play a pivotal role in fostering unity, promoting tourism and boosting local economies. Glo's cooperate social responsibility for these events sets a commendable example for other corporate bodies to follow, as their support not only benefits the community but also helps safeguard our cultural heritage for future generations.
BRIEF ON OFALA FESTIVAL
The Ofala festival is a traditional festival celebrated by the Igbo people particularly the indigenes of Onitsha, Umueri, Umuoji and other neighbouring communities such as Aguleri, Nnewi and Ukpo in Dunukofia Local Government Area in Nigeria.
It is an annual event held to honour the king or Igwe or Obi and it is similar to the Igue festival in Benin and the Ine, Osi or Ogbanigbe Festival in many mid-West Igbo communities of Nigeria. The festival usually lasts for about a week and is marked which various cultural activities.
One of the key highlights of the Ofala festival is the royal procession, where the Obi of Onitsha is adorned in rich royal regalia to the cheer of the crowd, with a cannon shot announces the entrance of the Obi who is usually dressed in a ceremonial robe and carries a bronze sword on his hand, he walks to the sides of the arena or a third of the arena acknowledging the cheers of the gathering. The Obi then retires and subsequently, the red cap chiefs pay homage to him according to seniority, thereafter both the Obi and the chiefs reappear after the firing of another cannon shot. This procession is accompanied by music, dance, and masquerades, creating a vibrant and lively atmosphere.
The festival also includes performances by local artists, cultural displays, and traditional sports competitions. The Ofala festival holds great significance in Igbo culture, as it symbolizes the authority and continuity of the traditional ruler's reign. It is a time of joy, unity, and cultural pride for the Igbo people. The festival is also sometimes an occasion for the Obi to honour individuals with chieftaincy titles and it's usually held in October.
BRIEF ON OJUDE OBA FESTIVAL
The Ojude Oba festival in Ijebu Ode, Ogun State, is a significant cultural event that showcases the rich heritage and traditions of the Ijebu people.
This annual festival, which began over a century ago, is celebrated to honour the reigning monarch, the Awujale of Ijebuland. During the festival, indigenes from different parts of the world gather to pay homage to the king and participate in various cultural activities. One of the highlights of the Ojude Oba festival is the parade of different age grades known as the "Regberegbe" in their traditional attire. They march before the Awujale, showcasing their unity and loyalty to the king.
The festival also features vibrant displays of horse riding, traditional masquerades, music, dance, and sports competitions. It serves as a platform for promoting unity, preserving cultural heritage, and fostering socio-economic development within the community.
The Ojude Oba festival is not only a celebration of the Awujale but also an opportunity for the Ijebu people to come together, reconnect, and strengthen their bond as a community.
GLO'S IMPACT ON OJUDE OBA AND OFALA FESTIVAL
In the last few years, Globacom Limited, commonly known as Glo, a Nigerian leading multinational telecommunications company support for these two historical festivals (Ojude Oba and Ofala festivals) has had a significant impact on the success and growth of the cultural events. The support of the telecommunications giant has allowed for the improvement of infrastructure and logistics, ensuring a seamless experience for both participants and visitors.
With Glo's sponsorship/support, the Ojude Oba and Ofala festivals have been able to expand their reach and attract a larger audience. The increased publicity and promotion provided by the corporate body through branding of the event and consolidated gift items have resulted in higher attendance, both from within the community and from tourists outside the state. This influx of visitors not only boosts local businesses but also creates a sense of pride and excitement within the community.
Additionally, it has allowed for the inclusion of more cultural activities and performances during these festivals. This serves as a platform for local artists and artisans to showcase their talent and preserve traditional practices. It also creates opportunities for cultural exchange and promotes cross-cultural understanding. The corporate body's support has not only contributed to the preservation of cultural heritage but has also fostered community unity and economic development. Other corporate bodies should take note and follow the example set by Glo in supporting cultural festivals and heritage preservation.
THE IMPACT OF GLO'S SUPPORT ON THE COMMUNITY
Cultural heritage and festivals, such as Ojude Oba and Ofala festival, has had a significant impact on the local community.
Moreover, the input of this telecommunication as demonstrated in their commitment to preserving our cultural traditions and supporting the local community by associating their brand with these festivals, has shown their deep respect for cultural heritage and a desire to invest in the community's well-being.
This has not only enhanced their brand reputation but also fostered a sense of loyalty among consumers who appreciate Glo's dedication to cultural preservation.
In conclusion, Glo's huge support of cultural heritage and festivals has had a profound impact on the community by providing financial support, boosting the local economy, and demonstrating a commitment to cultural preservation. Other corporate bodies should take note of the positive results achieved through this sponsorship and consider following suit in supporting cultural events in their communities.
PRESERVING OUR CULTURAL HERITAGE WITH CORPORATE SUPPORT
As we conclude, it is evident that the impact of Glo's sponsorship/support on cultural heritage and festivals cannot be overstated. Their commitment to preserving traditions and promoting cultural events has set a standard for other corporate bodies to follow.
By investing in and supporting cultural heritage, companies have the opportunity to connect with their audience, improve their brand image, and foster a sense of community pride and loyalty.
We hope that more organizations will recognize the value of cultural preservation and take action to support these important events. By doing so, we can ensure that our rich heritage is celebrated and passed on to future generations. Together, let us embrace and cherish our cultural heritage, for it is an integral part of who we are as a society.
Adeola Shittu
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