I am committed to mentoring emerging female sport talent and enhancing visibility for women in sports – Lawani

Tonya Osato Lawani is a Nigerian entrepreneur with over 20 years of business leadership. She is the Group Chief Executive of SEAL Group, a conglomerate spanning manufacturing, advertising, hospitality, retail, print media, and more. An alumna of Lagos Business School and the Metropolitan School of Business & Management (UK), Tonya has also completed executive programmes at Harvard University. She is a member of the Institute of Directors, serves as a Non-Executive Director at Tatum Bank, and sits on the Advisory Committee of the National Institute of Sports. and the author of the bestselling iSucceed Business Planner. Fluent in English, Hausa, and French, she is passionate about entrepreneurship, women’s empowerment, and youth development. In this interview with KENNETH ATHEKAME, she discussed the gaps in Nigeria’s sports sector and highlighted the importance of public-private partnerships in driving its growth. Excerpts:

Congratulations on your appointment! What does this new role on the Advisory Committee of the National Institute of Sports mean to you personally and professionally?

Thank you! I am truly honoured to be part of the advisory committee. This role presents an opportunity for me to leverage my expertise as an experienced entrepreneur and my passion for youth development to serve Nigeria. I firmly believe that empowering individuals is essential to unlocking Nigeria’s full potential, and being on the committee of the National Institute of Sports provides a powerful platform for me to express this belief. Moreover, it allows me to apply my knowledge in enterprise development and strategy to provide a robust and sustainable ecosystem that benefits the sports sector.

Given your deep entrepreneurial background, what unique perspectives or skills do you believe you bring to the National Institute of Sports?

I offer a distinctive perspective on strategic foresight, commercial viability, and operational efficiency. I understand how to transform vision into tangible results, diversify revenue streams, drive innovation, and approach problem-solving with a practical mindset. These qualities are essential for tackling the challenges and seizing the opportunities present in the Nigerian sports sector.

From a business strategist’s lens, how do you envision the NIS contributing more actively to Nigeria’s sports ecosystem beyond athlete training?

I envision NIS as a catalyst for grassroots sports development, commercialisation, and job creation in the sporting sector. This involves actively promoting public-private partnerships, enhancing sports infrastructure, and establishing pathways for sports-related enterprise.

The Nigerian sports sector faces numerous gaps, particularly in infrastructure, funding, and talent development. How can the National Institute of Sports (NIS) take a leadership role in addressing these critical challenges?

NIS can lead by advocating and facilitating private sector investment through attractive partnership models, exploring innovative revenue generation models, including sponsorships and commercialising sports events and facilities, creating a clear, merit-based pathway from grassroots to elite levels, integrating advanced training methodologies, and ensuring robust support systems. It will require a multi-practical approach, and I believe we will get there.

As a branding expert, how important is brand development for Nigeria’s sports institutions and athletes? How do you think the NIS can reposition itself as a modern, high-impact institution?

Brand development is crucial for Nigeria’s sports institutions and athletes, as it allows the country to compete on a global stage and earn the respect similar to that gained by our music, movies, fashion, and arts. To reposition the Nigerian Institute of Sports (NIS), it is crucial to establish a clear identity that communicates the value NIS offers to athletes, coaches, and the broader sports community by leveraging digital platforms and targeted campaigns to showcase NIS’s achievements, vision, and the success stories of its athletes and programs, and ensure that every interaction ranging from facilities to public statements reinforces this new direction.

Can you speak on the importance of public-private partnerships in sports, and how entities like the SEAL Group can help transform sports infrastructure or branding in Nigeria?

Public-private partnerships are crucial for the sustainable growth of Nigeria’s sports sector, as the government alone cannot meet the demands for infrastructure development, funding, and talent nurturing. The private sector brings agility, financial support, and innovation. The SEAL Group, with its diverse interests, is well-positioned to revolutionise the marketing and experience of sports in Nigeria, making it more appealing to both local and international audiences.

Given your success building businesses from the ground up, what lessons can be applied to developing young sports talent across Nigeria?

Mentorship, strategic planning, identifying unique strengths, and resilience are essential lessons for developing young sports talent. Training a young athlete is akin to building a business from scratch; it requires courage, discipline, and a willingness to learn from experiences. My philosophy is simple: take the first step. Win or lose, you’ll always learn. We should encourage young athletes to confront challenges, understand that the journey won’t be easy, and view setbacks as opportunities for growth.

How can the NIS better integrate entrepreneurship, leadership, and life skills training for athletes, especially for their post-career transitions?

By institutionalising courses for athletes, such as entrepreneurship, personal finance, mental health, and leadership, we can empower them for life beyond sports. Athletes are public figures, and many will retire before the age of 40, making this empowerment necessary.

As a female leader in a traditionally male-dominated business space, how do you intend to advocate for increased female participation and leadership in sports both on the field and in administration?

I am committed to advocating for policy recommendations, mentoring emerging female sport talent, and enhancing visibility for women in sports. Whether in athletic competition, coaching roles, or corporate boardrooms, women have rightfully earned their positions. I will leverage my platform to create opportunities and ensure that young girls recognise the genuine possibilities available to them in sports as athletes and as decision-makers.

Are there innovative models from your business ventures like in hospitality, advertising, or print that could be adopted to revitalise Nigeria’s sports infrastructure or fan engagement?

In the hospitality sector, curated experiences enhance customer loyalty. Imagine well-branded and comfortable sports camp accommodation, VIP lounges and hospitality services at sports venues. Similarly, in advertising and branding, the use of storytelling creates emotional connections with audiences. The sports industry can implement a model where stadiums operate as experiential hubs that enhance fan engagement, athletes are cultural icons, and sports media evolve to project compelling, inspirational, and monetisable narratives.

What long-term impact do you hope to make through your advisory role at the National Institute of Sports? What does legacy mean to you in this context?

I aspire to contribute to the establishment of a self-sustaining, world-class sports ecosystem in Nigeria that cultivates champions and provides numerous young Nigerian athletes with valuable opportunities in national and international sports arenas. I believe that sports can serve as a significant catalyst for national development and the promotion of sporting talent on a global scale.

For me, legacy is not by the businesses I have established or the positions I hold. It is about creating a robust and innovative institution that empowers Nigerian athletes to succeed and thrive long after their competitive careers.

What’s your message to young Nigerians, especially women who hope to straddle the worlds of business and sports?

Your dreams are valid and essential. Business and sports are interconnected; they are fields that require discipline, have the potential for impact, and demand excellence. Equip yourself with the necessary skills, believe in your vision, and approach each challenge with courage. The future of Nigeria will be shaped by those who are bold enough to take unconventional paths.

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