By Ngozi Onyeakusi—In reinforcing its commitment to promoting insurance and deepening its penetration to a diverse ecosystem, Leadway, Nigeria’s foremost financial services provider, has announced its sponsorship of the fourth season of the much-anticipated singing reality TV show, The Voice Nigeria.

This strategic partnership which confirms the leading insurer as the Official Insurer of the reality TV show reinforces its quest to drive awareness and inculcate the culture of risk management and asset protection in the growing entertainment ecosystem in Nigeria.

Speaking on the significance of this partnership and its envisioned influence on the entertainment sector in Nigeria, the Managing Director of Leadway Assurance, Tunde Hassan-Odukale, expressed optimism about the impact of this ground-breaking sponsorship on the overall development of the bubbling entertainment space in Nigeria.

“It is no longer news that Nigeria is home to a huge market for entertainment, with the movie and music industries gaining expansive recognition and critical acclaim across global platforms and audiences. Statista, one of the world leaders in the market and consumer data, estimates that growth in the Nigerian Entertainment sector to reach 29.35 billion United State Dollars or 13 trillion Naira in 2022. Without a doubt, that is a market that well-placed insurers like ours must protect from financial losses.

“The crux of this sponsorship is to leverage the platforms to push education and awareness on risk identification, risk management, and assets protection for equipment service providers, musicians, producers, and most importantly, the young people who have become the heartbeat of our music and entertainment sector.

“Understanding that risk is a component of every business activity, including the creative and entertainment sector, we elected to provide suitable entertainment insurance policies towards inspiring a successful and rewarding reality program. Through this association, we want to reinforce entertainment insurance’s significance as an unnegotiable prerequisite for smooth and profitable business operations.

“I commend the organizers of the Voice Nigeria for their boldness to embrace insurance as a must-have alliance for this very successful talent development and industry promotion platform”, he added.

Commenting on the show, Managing Director, FAME Studios and Executive Producer, The Voice Nigeria, Akin Salami, stated that “what we do as a company goes beyond exposing African talents to the world through entertainment, we also impact young talents to embracing and homing their skills on a global scale. Hence, we have been able to highlight key learnings and feedback from our previous seasons and we have improved the different activities of the show which will be unpacked as the show begins and progresses. Our viewers can be assured of an exciting and entertaining time. We appreciate our sponsors First Bank, Airtel, Leadway Assurance, Coca-Cola, JAC Motors, and Zaron, for making this season possible.”

Before this initiative, Leadway has recently been deliberate in strategic partnerships and sponsorships of initiatives across diverse sectors, such as lifestyle, Sports, Agriculture, and Education, in its quest to provide education further and deepen insurance buy-in in Nigeria.