In a landmark move to advance grassroots sports development, Hon. Seyi Jakande, Chairman of Odi Olowo/Ojuwoye Local Council Development Area, has officially signed a branding and development agreement for the Ilupeju Basketball Court with Planet Bottling Company, makers of American Cola.
The signing ceremony, held at the Chairman’s private conference hall on Monday, 8 December, 2025, centered on a strategic initiative tagged “American Polar Courtside”—a basketball activity platform created by the brand to promote sports, empower young talents, and strengthen communal unity across Lagos. The agreement marks a significant commitment to transforming Ilupeju into a vibrant sports hub.
As part of the deal, Planet Bottling Company announced plans for a 16-community basketball tournament, designed to uncover hidden talents through a structured league-style competition. The company emphasized that basketball represents community bonding, stress relief, and youth empowerment—key reasons behind its growing investment in Nigerian sports.
Beyond branding, the agreement includes direct investment in the Ilupeju Basketball Court through maintenance and partial reconstruction, installation of lighting and power generators, improved security, and brand-themed aesthetics. These enhancements aim to create a safe, modern environment where young talents can thrive.
Planet Bottling Company executives explained that, following successful pilot activities in three communities, the concept of “Courtside” was born—designed as a sustainable, recurring basketball engagement that occurs every one to two months. Unlike typical brand promotions, these competitions will prioritize proper game management, cash prizes, and community-driven participation, with less emphasis on heavy branding and more on building trust within Nigeria’s tightly connected basketball community.
This latest partnership adds to Hon. Jakande’s impressive record of using sports as a tool for youth empowerment.
Under his leadership, Odi Olowo/Ojuwoye LCDA has hosted several impactful programmes, including the ongoing Sports Fiesta Season 4.0, which has attracted hundreds of athletes across multiple disciplines, and the Chairman’s Cup, held in September, which showcased exceptional football talent within the LCDA. These initiatives, among others, have positioned the council as a leading hub for grassroots sports in Lagos, creating opportunities for young people to thrive and stay engaged positively.
The signing marks a major milestone for Odi Olowo/Ojuwoye LCDA and sets the stage for a new era of sports-driven empowerment in Ilupeju and beyond.
The Planet Bottling Company delegation included: Mr. Naji Awada, Marketing Director; Mr. Franklyn Eluagu, Communication Manager; and Ms. Omowunmi Sulaiman, Social Media Executive.
