Rite Foods Limited, through its renowned brands Sosa Fruit Drink and Bigi Premium Water, has forged a strategic alliance with Showtime to champion the forthcoming Flag Football season. This partnership is designed to blend athletic competition, family-oriented entertainment, and hospitality, underscoring Rite Foods’ dedication to empowering youth, fostering inclusivity, and advancing community growth.
At a recent gathering in Lagos, Showtime’s spokesperson Ivie Okuns elaborated on the distinctive appeal of flag football. She described it as a safer, semi-contact adaptation of American football where players remove flags from opponents’ waists instead of engaging in physical tackles. “Flag football stands out as a sport that welcomes families and promotes inclusiveness, allowing men and women to play side by side on the same team-a rarity worldwide. At Showtime, we host the largest co-ed flag football league because we believe in building unity through sport,” she stated.
Okuns further detailed that the Showtime season is scheduled from September 21 to December 21, featuring 10 teams competing over 13 weeks with matches held every Sunday. The season will reach its climax with the Showtime Bowl, a premier event that fuses sports, live music, and entertainment suitable for all ages. “Flag football, for us, transcends mere competition; it is a celebration of culture, community, and happiness,” she remarked.
Esther Kalu, another representative from Showtime, highlighted the critical role of hospitality in elevating the sporting experience. She emphasized that the collaboration with Sosa and Bigi ensures that attendees enjoy quality refreshments, enriching the overall atmosphere and enjoyment of the event.
Representing Rite Foods, Sosa Brand Manager Ruth Mark expressed enthusiasm about the collaboration. “Sosa Fruit Drink is proudly crafted in Nigeria by Rite Foods Limited, adhering to world-class packaging and distribution standards. We aim to challenge the misconception that Nigerian-made products lack quality. Sosa is a premium beverage perfect for colleagues, friends, neighbours, and communities alike. This partnership embodies our shared principles of inclusivity, unity, and wholesome nourishment,” she affirmed.
Corporate Communication Manager Olukemi Ogunsakin shed light on Rite Foods’ expansive sustainability vision: “Rite Foods is more than a food and beverage enterprise; we are a community-focused organisation. Our sustainability efforts revolve around the EYEC framework-Environment, Youth Development, Education, and Community Development. Collaborating with Showtime strengthens our commitment to youth empowerment, inclusivity, and fostering national cohesion. Considering that over 70% of Nigeria’s population is under 35, sports like flag football play a crucial role in channeling youthful energy into constructive activities.”
She concluded by reiterating Rite Foods’ core philosophy: “We take pride in being Nigerian and delivering world-class excellence. Quality and innovation are cultivated right here at home.”
