By Hassan Yakubu
Watching the videos from the just-concluded Lagos E1 Electric Powerboat Race held between October 3rd and 5th, one could easily mistake the scene for London. The event was a spectacular display of vision, innovation, and world-class organization — and it reflected what purposeful branding and smart promotion can achieve for a city.
Governor Babajide Sanwo-Olu and his team showcased Lagos not just as a bustling African megacity but as a global destination for sports and tourism. What unfolded on the Lagos waterfront was more than a competition — it was a carefully curated message that Lagos is ready to compete on the world stage.
When promoting an event, idea, or destination, the objective should go beyond visibility. The goal should be to persuade, educate, and inspire. However, as sports marketing experts often note, success cannot rest on hype alone. It must be backed by substance, striking visuals, and authentic experiences.
That is why the Governor’s reference to London in the event’s opening video was strategic. It was not an overreach — it was a statement of intent. It positioned Lagos as a city capable of matching global standards, while also inspiring confidence in the state’s growing creative economy.
By next year, Lagos will likely record even greater success stories — drawing investors, tourists, and enthusiasts eager to experience something truly world-class on African waters.
Yet, what Lagos achieved should serve as a model for other Nigerian states. Imagine:
-
Kebbi State promoting the Argungu Fishing Festival with the same consistency and branding flair.
-
Kaduna State, Nigeria’s leading producer of tomatoes and maize, using media and storytelling to attract major agro-investment.
-
Kano State, with its 17 dams, showcasing its irrigation and agricultural potential with strong visual campaigns and creative narratives.
When governors embrace the role of chief marketers for their states, they do more than advertise; they build pride, attract opportunities, and reshape perception.
The E1 Electric Powerboat Race was not just a sporting spectacle — it was a lesson in destination branding and leadership communication. Lagos has once again demonstrated how strategic marketing can redefine a city’s identity.
Indeed, Lagos has set the pace — and the rest of Nigeria would do well to follow.
