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Soon, Big Brother Naija 2024 Will Begin

Apr 17, 2024 | Entertainment | 0 comments

Big Brother Naija is set to return to television screens, with audition dates recently announced by the company. However, what caught my attention was the substantial cost associated with sponsorship for this year’s show.

The headline sponsorship comes with a hefty price tag of $4 million, while associate sponsorship costs $2.5 million. This means that any brand aiming to secure the headline sponsorship must allocate a budget of 4 billion naira, granting them exclusive privileges.

It’s fascinating to note how the cost of sponsorship has surged over the years, making it unattainable for many businesses that once supported the brand. Despite the economic challenges faced by businesses in Nigeria, Big Brother Naija remains a lucrative investment for DSTV, outperforming even premier football leagues in revenue generation.

Considering the prevailing macroeconomic conditions and declining purchasing power, the show’s immense popularity raises questions about the feasibility of such a significant investment in sponsorship. One wonders if the hefty price tag is justified.

As the new season approaches, it will be intriguing to see which business ventures into the headline sponsorship arena. Only time will tell whether the substantial investment will yield the expected returns in light of the current economic climate.

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