Rite Foods Limited, makers of Nigeria’s proudly homegrown brands Sosa Fruit Drink and Bigi Premium Water, has announced a strategic partnership with Showtime to power the upcoming Flag Football season, an initiative that blends sports, family entertainment, and community engagement.
The collaboration underscores Rite Foods’ enduring commitment to youth empowerment, inclusivity, and community development under its EYEC Sustainability Framework, which focuses on Environment, Youth Empowerment, Education, and Community. By backing Flag Football, the company is reinforcing its commitment to fostering inclusivity, nurturing talent, and empowering young people across Nigeria.
Flag Football, a fast-rising global sport, is unique for its mixed-gender teams, where men and women play side by side, promoting unity, teamwork, and equal participation. The 13-week season will feature 10 competitive teams, weekly fixtures, and will culminate in the Showtime Bowl Grand Finale, a vibrant festival of sports, music, and community celebration.
Speaking on the partnership, Rite Foods emphasized that the initiative reflects more than just a sponsorship; it is an investment in people and communities. By refreshing players and fans with Sosa Fruit Drink’s rich variety of flavours and Bigi Premium Water’s trusted hydration, the company is positioning its brands at the heart of experiences that matter most to Nigerians.
“At Rite Foods, we believe that empowering young people and supporting inclusive sports helps build stronger communities and create a brighter future for Nigeria.”
For Rite Foods, this collaboration is also an opportunity to showcase the fusion of sports, entertainment, and hospitality as a powerful driver of social impact. Through its EYEC framework, the company has consistently demonstrated leadership in not just feeding the nation with quality products but also investing in platforms that uplift society.
With Sosa Fruit Drink energising players and fans, and Bigi Premium Water keeping them refreshed, the Flag Football Season is set to deliver an unforgettable experience that unites Nigerians across gender, age, and background.
As the countdown to kickoff begins, excitement is building among sports enthusiasts and families eager to witness the games. The mix of competition, entertainment, and community spirit will make the Flag Football Season more than just a sporting league, it will be a movement of inclusivity, empowerment, and shared celebration.
