Okhma Global, the official marketing and brand management agency for Carnival Calabar, has convened an investment workshop in Lagos to court top corporates ahead of the 20th edition of Africa’s biggest street party.
The event, held at the Oriental Hotel, drew representatives from more than 70 leading brands across banking, consumer goods, telecommunications, oil and gas, aviation, hospitality and entertainment sectors, all exploring partnership opportunities within the festival.
Managing Director of Okhma, Mary Ephraim-Egbas, told participants that the carnival is projected to attract nearly two million attendees and reach more than 200 million viewers globally through media coverage and digital streaming.
“It has been a deeply rewarding engagement,” she said. “Over the years, we’ve received numerous enquiries from organisations seeking to understand how best to participate in and benefit from Carnival Calabar. This session provided the platform to not only answer those questions but also correct misconceptions about the carnival’s strategic value to brands.”
The 2025 edition, scheduled to run throughout December, will mark a milestone for the cultural showcase, which the Cross River State Government says has received unprecedented executive support under Governor Prince Bassey Edet Otu.
“Governor Otu’s commitment has repositioned the carnival for growth, innovation and renewed global interest,” Ephraim-Egbas added.
Executives at the workshop expressed interest in sponsorships and activations, with several entities submitting formal expressions of interest to partner with Okhma and the state government.
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