By Our Correspondents
Copyright independent
Rite Foods Limited, through its proudly Nigerian brands Sosa Fruit Drink and Bigi Premium Water, has announced a strategic partnership with Showtime to support the upcoming Flag Foot-ball season.
This collaboration unites sport, family entertainment, and hospitality, reinforcing Rite Foods’ commitment to youth empower-ment, inclusivity, and community development.
Announcing the collaboration at a recent meeting held at Rite Foods Head Office in Lagos, Ivie Okuns, Showtime representative, highlighted the unique nature of flag football, describing it as a saf-er, semi-contact American version of football where players wear waist flags instead of tackling.
“Flag football is a fami-ly-friendly, inclusive sport that al-lows both men and women to com-pete together on the same team. Something not done anywhere else in the world. \At showtime, we organise the largest co-ed flag football league because we believe in unity,” she explained.
She further noted that Show-time’s season runs from Septem-ber 21st to December 21st, featur-ing 10 teams over 13 weeks, with weekly games every Sunday. The season will climax with the Show-time Bowl, a flagship event that blends together sports, music, side attractions, and family-friendly entertainment.
“For us, flag football is more than a sport; it is a festival of culture, togetherness, and joy,” Okuns added.
Esther Kalu of Showtime stressed the importance of hos-pitality in creating memorable sporting experiences. She point-ed out that Sosa and Bigi’s part-nership guarantees that refresh-ments and nourishment are part of the entertainment package, enhancing the overall audience experience.
Speaking on behalf of Rite Foods, Ruth Mark, Sosa Brand Manager, expressed excitement about the partnership.
“Sosa fruit drink is proudly produced in Nigeria by Rite Foods Limited, packaged, and distrib-uted locally, and of a world-class standard. We want to debunk the notion that Nigerian products lack quality, as Sosa is a very high-quality and suitable for col-leagues, friends, neighbours, and communities.
This partnership reflects our shared values of inclusivity, unity, and nourishment”.
