Omolabake Fasogbon
Consumer items producer, Rite Foods Limited, by its Fearless Energy Drink model, sponsored the grand finale of Felabration 2026 at the New Afrika Shrine in Lagos, increasing its company sponsorship of youth leisure and expertise platforms.
The week-long annual music competition, themed “Who Are You?”, honours the legacy of Afrobeat pioneer Fela Anikulapo-Kuti. As the official vitality drink sponsor, Fearless built-in expertise improvement initiatives, together with rap and dance challenges, into the occasion, awarding prizes to rising performers.
The closing occasions featured performances by rising artistes alongside established musicians, together with Femi Kuti.
Speaking on the model’s participation, Olaniyi Aderuku, Brand Manager for Fearless Energy Drink at Rite Foods Limited, stated: “Fearless is constructed across the spirit of ‘I CAN, I AM’—believing in your self, proudly owning your individuality and having the boldness to specific who you might be. Felabration embodies a lot of that spirit.
“Fela was unapologetically himself, and through his music, he challenged conventions and encouraged people to stand by their convictions. Supporting a festival that celebrates this legacy while providing a platform for emerging talents is a natural fit for Fearless.”
Aderuku added: “We remain committed to connecting with consumers through real experiences that celebrate their passions, interests and shared cultural moments, particularly platforms that give young people opportunities to express themselves and pursue their creative ambitions.”
Rite Foods’ involvement in Felabration builds on a multi-year sponsorship technique. The firm beforehand offered a posthumous award to Fela Anikulapo-Kuti in 2021 and served because the competition’s unique vitality drink sponsor in 2025 beneath its “Shakara, No Fear” marketing campaign.
