Wittenborg Graduate Contributes to Sports Development in Nigeria

Onaopepo Adu is Senior Special Assistant to Lagos State Governor

After completing a Master of Business Management (MBM) in Sports Business at Wittenborg, Onaopepo Adu embraced the opportunity to make a difference in his home country of Nigeria. Since May 2024, Onaopepo has been working as the Senior Special Assistant (SSA) on Sports Marketing to the Lagos State Governor.  

In this role, his responsibilities include promoting youth and grassroots development through organising sports competitions and supporting the Governor in implementing policies that drive sports participation and foster economic growth through the sports sector. Additionally, he facilitates partnerships between the Lagos State Sports Commission and private organisations to drive sports development and strengthen the marketing and promotion of Team Lagos and the Commission through content and campaigns. 

According to Onaopepo, one of his major challenges is convincing corporate bodies to form long-term partnerships with the government, given that Nigeria’s sports sector is not yet fully developed. “On the positive side, this role gives you the opportunity to impact the youth of Lagos through the power of sports. We organise competitions that help us discover hidden talents, which in turn change the lives of these individuals. It’s truly fulfilling to see a young athlete grow into a celebrated and recognised sports star. I will stop at nothing to keep giving the youth a chance to grow through sports,” he says.  

Upping his game 

Before embarking on his journey at Wittenborg, Onaopepo earned a bachelor’s degree in Economics from the University of Ghana and later worked as a sports marketing executive at a talent management company. Aiming to expand his qualifications, he moved to the Netherlands to pursue a master’s degree.  “My uncle, who lives in the Netherlands, was the one who recommended Wittenborg to me. Outside of the UK, the Netherlands has the highest English proficiency in Europe, which is why I chose it,” he underlines. 

Onaopepo comments that the biggest challenge he faced when starting this new experience was learning how to navigate a new country. “To handle that, I made sure to connect with locals and join various groups where important information was shared. In these environments, experienced people could offer tips and answer my questions.” 

The graduate highlights that Wittenborg’s international atmosphere makes the school really special. “I met people from different countries and that made me appreciate the various cultures we have globally. During my programme, I learned a lot from my peers and also my lecturers, especially from associate professor Mats Carlbäck, who taught us several sports courses.” 

One of Onaopepo’s most memorable moments at Wittenborg was volunteering at the 2021 F1 Heineken Dutch Grand Prix, which gave him the chance to watch the races firsthand and experience what it’s like to stage a world-class sporting event. “Being at Wittenborg, and by extension in the Netherlands, gave me the belief that a lot is possible, you just need to have conviction and the right attitude,” he remarks. 

In addition to his studies, Onaopepo had the opportunity to complete an Inside Sales internship at Gracenote, a sister company of Nielsen. This experience helped him develop important professional skills such as conducting research and using marketing software.  

He advises current students to take advantage of resources like networking events and LinkedIn to stay up to date. “It was through LinkedIn that I got my internship. Reach out to hiring managers at companies you'd love to work for; you never know unless you try. Attend more seminars, whether online or in person. That’s where you get to connect with people from all walks of life. Just keep pushing and never give up until you achieve your goals.” 

Regarding his future plans, Onaopepo says they are focused on elevating Nigeria, and by extension, the African continent, to the highest level of sports excellence. “We can already see that momentum building, and I’d love to be a key player in making it a reality.”

WUP 04/06/2025 
by Ulisses Sawczuk 
©WUAS Press