In an exclusive interview with The Nigeria Education News, several traders participating in the 27th edition of the Nigerian University Games Association (NUGA) shared their experiences, expectations, and financial commitments at the ongoing competition hosted by the University of Jos. The event, which has turned the campus into a lively hub of sportsmanship and commerce, has attracted not only athletes and spectators but also a wide range of businesses seeking to benefit from the large student population in attendance.
Speaking with The Nigeria Education News, Mr. Franklin, the Area Sales Manager for Chivita Hollandia, described the brand’s involvement as both a commercial and promotional opportunity. “Of course, you know, nothing is free in Nigeria,” he began with a smile. “But we are one of the sponsors of the NUGA Games. When we were informed, we had to pay for the allocation of space, and that’s how we got this spot.”
According to Franklin, Jupiter Hollandia views its presence at the Games as more than just a profit-making venture. “We’re hoping to maximize profit, yes, but also to promote our brand. This is a platform to showcase what the company stands for and reach people from across Nigeria. We expect about 20,000 students to be here, so it’s a major opportunity to sell both our products and our image,” he said confidently.
When asked about the cost of securing a stand, Franklin explained that prices varied depending on the type of business. “The average cost for companies like ours is around ₦200,000. Some food vendors paid ₦100,000 or ₦50,000 depending on the space size. Everyone didn’t pay the same amount, and that’s fair because different businesses have different capacities,” he clarified.
On whether the price was fair, Franklin responded thoughtfully. “If you look around, you’ll see over 200 vendors. It’s also an avenue for the school and organizers to make something from it. So, I think it’s fair enough, considering the exposure and the scale of the event.”
Despite acknowledging a few organizational challenges, Franklin praised the overall execution of the Games. “It’s a good one. It’s well planned, even though there are hitches here and there. But I believe that by tomorrow, when the main games start, we’ll all enjoy the view and the excitement,” he said, adding, “We should have more of this every year.”
Another vendor, Ms. Grace Bunmi of Opanike, also shared her experience. “It’s not free,” she laughed when asked about her stand. “We did registration. Like me now, my registration is ₦20,000. Others paid ₦50,000 or ₦200,000 depending on what they are selling.”
Grace expressed optimism about making good sales during the event. “By God’s grace, I’ll be able to recover my ₦20,000 and make a profit. Everything is going smoothly so far, and I pray it continues that way,” she said. Her cheerful disposition reflected the general excitement among traders who see the Games as both a business opportunity and a festive experience.
She commended the University of Jos for the organization, noting that “it’s a good platform for small businesses like ours to gain visibility.” The Games, she said, had already started attracting large crowds even before the official competitions began, creating a favorable market environment for traders.
Similarly, another trader, Mr. Yusuf Osman, who runs a POS business within the Games village, expressed his excitement about the vibrant atmosphere. “Seriously, the place is well organized and very amazing. This is the first time we are receiving this kind of program here at the University of Jos,” he said.
Though not a student of the institution, Yusuf said he rented his space for ₦100,000. “I paid almost ₦100,000 before I got this place. It’s not cheap, but the crowd makes it worth it. Every hour, I can get like 10 customers or more, so we’re already seeing results,” he shared.
Yusuf highlighted the high level of competition among POS operators and vendors but remained confident about his business strategy. “There are many POS people around, but we have our regular customers because we already have a shop here in this school. We also do some small advertisements to make people know us,” he explained.
He emphasized that his goal was not only to make profits but also to strengthen his customer base and brand recognition. “Competition is normal in business. You just have to be smart and strategic,” he added.
Beyond the financial investments, many vendors spoke about the sense of community and connection the Games have fostered. Traders, students, and visitors mingle freely, creating a lively and supportive environment. The Games have become both an economic and social event for the city of Jos, with local businesses reaping the benefits of increased patronage.
As the event enters its official opening days, vendors like Franklin, Grace, and Yusuf look forward to increased turnout. With thousands of athletes and spectators arriving from universities across Nigeria, the commercial potential remains high.
While most vendors acknowledge the costs of participation, they also agree that the long-term benefits of brand exposure, new customers, and community engagement make it worthwhile. “It’s more than just business,” Franklin reiterated. “It’s about being part of something that unites students and the nation through sports.”
The NUGA Games, now in its 27th edition, continues to serve as a platform not only for showcasing athletic talent but also for promoting entrepreneurship among young Nigerians. The bustling vendor stands around the University of Jos are a testament to how sports and business can coexist harmoniously.
For many, the experience is more than just about profit; it’s about visibility, connection, and national unity. As Grace summed it up simply, “We are all here to support and to enjoy. By God’s grace, everything will go smoothly.”
With the official competitions set to begin in earnest, both organizers and participants are optimistic that this year’s edition will leave lasting memories not just for the athletes and students, but also for the hundreds of small and large businesses that make the Games’ spirit truly come alive.
