Without doubt, Ojude Oba, which simply means the King’s Fore-Court or Frontage, an annual social gathering in Ijebuland, is fast becoming the rallying point for indigenes of this SouthWestern community. For sons and daughters of Ijebuland, this celebration of traditional,, cultural, and spiritual accomplishments of the Ijebu nation, which started over 100 years ago, has become one of the most significant festivals in the social diary of the community.
Celebrated exactly three days after the Eid al-Kabir (Ileya) festival, the hugely carnival-like event has become one of the avenues indigenes and residents of the community showcase their very rich tradition and culture, and enhance their business fortunes.
But, besides being an avenue for cultural display, fashion exhibition, wealth-flaunting, commerce and homage-paying to the traditional ruler of the community, the Awujale of Ijebuland, Ojude Oba is also gradually becoming a tourist’s delight. Over the years, the glitz and glamour, associated with the event, have continued to attract individuals and brands all around the globe.
The festival, which has its origin from a gathering of some Muslim converts of Ijebu descent, who had gone to pay homage to the then Awujale for religious freedom, many years ago, has today evolved into a cultural spectacle.
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“The fact remains that this festival is not only for the Ijebu people again. It has gone global. I think the only ‘Ijebu’ traits are its origin, the venue and the Chief hosts, that is, the different associations, and age groups, donning uniform attires, at the event.
The number of visitors at the event has continued to swell, and participations by corporate brands have also deepened, over time. It has really gone global,” Seliat Aderupoko said, excitedly, while talking about the festival.
Interestingly, not a few have however, attributed the increasing popularity of the event to the unwavering support it has continued to enjoy from some notable brands, over the years. Such brands, they argue, have been part of the festival for years, and without them,.the success story of the social event may not be complete.
One of such brands is the Goldberg Premium Beer, one of the lager brands in the Nigerian Breweries Plc stables.
For close to one decade, the brand, hugely committed to preserving and promoting Yoruba cultural heritage, has continued to showcase its unwavering support for this social event, known for its grandeur and rich cultural significance, by enriching visitors’ experiences at the event and delighting its consumers.
Fortunately, for the Goldberg brand, such support is not out of place. it is a road well-travelled, for the lager brand. For instance, besides throwing its weight behind Ojude Oba, the brand has been in the business of enhancing the culture of its operating environment, by being a major sponsor of other cultural festivals in Yorubaland, including: Osun Osogbo, Udiroko, Oranyan, and Olojo.
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Besides, its different initiatives such as Isedowo, Takeover Parties, Musical Talent Show, Ariya Omoluwabi reinforced the essence of the brand as one that rewards hardwork, which is one of the ultimate values of Omoluwabi it represents.
Therefore, just like in the previous Ojude Oba,, the brand’s tailored activations, sponsored-celebrity appearances, and exclusive discounts to local entrepreneurs, dealing in Nigerian Breweries products, at this year’s event, were all part of the glitz and glamour that went a long way in enhancing participants’ experiences at the festival.
Its presence was palpable. And, as a show of solidarity, Goldberg Premium Lager provided the refreshment for a rich mix of elegance, fashion and cultural heritage on display, from the regberegbe (the community’s age grades) families, as they steadily made their entrance into the crowded arena.
For instance, besides its Beer Village being a major attraction every year at the event, the Goldberg Experience stand was a beehive of activities. The combination of Yoruba talking drums and the kakaki’s (trumpet) sounds, flowing from the booth were a delight to the ears.
Interestingly, one of the highlights of the event was the candour with which dignitaries made their way into the arena. For instance, the arrival of Prince Adedoyin of the Balogun Alatishe family, was, without doubt, princely..
Adedoyin, who arrived on a horseback, and came with an entourage, was quiet a spectacle to behold at the event.
Besides the Ijebu Prince, Farouq Oreagba, popularly known as Mr. Steaze was not left out of the parade of style, swagger and cultural pride. Oreagba, who grabbed the headline years ago, with his cancer-surviving tale, was the cynosure of all eyes for his fashion taste, cultural confidence, and unmistakable charisma. He was an admixture of style, swagger, and cultural pride, the reason he was described at the event as the unofficial face of modern Yoruba excellence.
Interestingly, in all these, Goldberg was with the people at the Ojude Oba 2025, celebrating culture and uplifting the spirit of the Yoruba people.
And, as the scorching sun began to give way, it was time to transit from ancestral homage to vibrant celebration at the lager brand’s after party, at its Beer Village, set up to delight visitors, especially consumers of the brand.
The 10-day Beer Village, put up at the festival, was designed to provide a serene ambience for visitors and consumers to enjoy the Goldberg beer, interact with the brand; and have fun with their friends and family for the ten-day period.
Why we are involved…NB Plc
Giving reasons for its unflinching support for the event, the Senior Brand Manager, Goldberg Premium Lager Beer, Kunle Aroyehun, had, few years ago, explained that the Goldberg Lager brand was only fulfilling one of its missions, as a brand deeply rooted in the celebration of the Yoruba cultural heritage.
“We are honored to be part of Ojude Oba Festival. Goldberg Lager Beer has always been deeply rooted in celebrating Yoruba cultural heritage, and hardworking individuals, and this festival provided the perfect platform to do so.
“We are proud to have contributed to the preservation of our traditions while bringing joy to festival-goers through our activations and performances,” he stated.
Aroyehun added that by identifying with such highly significant cultural events, Goldberg Lager Beer has continued to play a pivotal role in nurturing and promoting Yoruba’s diverse heritage.
Awujale’s commendation
Interestingly, these gestures have, however , not gone unnoticed, especially among the appreciative Ijebu community. For instance, the Awujale and Paramount ruler of Ijebuland, Oba (Dr) Sikiru Adetona, had commended the brand for its support for traditional institutions at the festival. The Oba, who gave the commendation years ago, noted that nothing binds the people.more in unity than celebrating their aged beliefs and values. “Goldberg is indeed a true brand for always recognising who we are as a people and celebrating us,” he stated.
It is generally believed that these royal recognitions will, without doubt, inspire the brand to do.more. And as the stakeholders look forward to the next edition, one of the positives, going forward, is the lager brand’s assurance and unflinching commitment to ensuring that legacies, such as Ojude Oba are made to endure.
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