Fintech platform OneDosh has concluded its sponsorship of the Lead City VC Cup, a university football tournament in Ibadan, as it steps up efforts to deepen adoption among young users and expand its campus presence.

The multi-day competition, hosted at Lead City University, featured 12 teams and more than 250 student players, with matches drawing between 80 and 150 spectators. The tournament ended on April 9 with a final match and prize presentation, including a N1,000,000 grand prize and N500,000 for the runners-up.

Beyond the football action, OneDosh said the sponsorship was designed to integrate financial services into everyday student experiences, positioning the brand within youth culture through sport.

“As a company, we’re not just building a product, we’re building with people,” Co-founder of OneDosh, Babatunde Osinowo said in a statement on Tuesday. “There’s a generation that is already global in how they live, but still limited by how they move money. What we’re doing is meeting them where they are and removing those everyday barriers.”

During the tournament, the fintech firm was the sole sponsor and rolled out on-ground activations, allowing students to interact directly with its platform, sign up in real time, and explore its features within the event environment.

Some students said the experience highlighted common challenges with digital payments. “I’ve had issues trying to pay for things online before, especially subscriptions,” one student said. “With OneDosh, I tried it and it just worked. It made things a lot easier for me.”

OneDosh said the initiative builds on its broader campus ambassador programme, which positions students not only as users but also as local representatives helping to drive awareness and adoption.

The company said it plans to replicate similar activations across more universities as part of a wider strategy to embed its services within student communities and expand usage among young consumers.