By Kelvin Obambon
The ancient city of Calabar is set to witness a historic transformation in grassroots sports as telecommunications leader, MTN Nigeria, officially kicked off Season 4 of the MTN Champs, unveiling a massive multi-million naira funding pool targeted at participating schools.
Returning to the Cross River State capital for the second time, the championship has introduced a groundbreaking “monetary reward” system – the first of its kind in the tournament’s history – designed to institutionalize athletic excellence by providing direct financial support to educational institutions.
Speaking during a press conference heralding the tournament in Calabar on Wednesday March 4 2026, the Chief Marketing Officer (CMO) of MTN Nigeria, Onyinye Ikenna-Emeka, described the return to Calabar as a homecoming.
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“Calabar continues to shine as a city rich in culture, hospitality, and most importantly, a strong tradition of sporting excellence,” Ikenna-Emeka stated. “This is why MTN is delighted to bring Champs back to Calabar because it is a place where talent truly grows. It is like coming home.”
The CMO reflected on the exponential growth of the initiative, noting that over 22,000 young athletes and more than 1,300 schools have participated across the last three seasons. She said currently, 30 exceptional athletes are enrolled in the MTN Champs Academy, yielding 14 national medals and international success in Saudi Arabia, Ghana, and Algeria.
The highlight of Season 4 is the introduction of substantial financial prizes for schools that excel both on the track and in the stands. For the first time, according to the MTN chief marketer, the top four performing schools will receive “1st Place: 2 Million Naira; 2nd Place: 1.5 Million Naira; 3rd Place: 1 Million Naira; 4th Place: 500,000 Naira.”
Speaking further, Ikenna-Emeka revealed that beyond athletic performance, MTN has introduced a “Special Attendance Reward” to celebrate school spirit and mobilization. This category, according to her, offers even larger sums, with the winning school set to receive 5 Million Naira. The rewards continue with 3 million for second place, 2 million for third, 1.5 million for fourth, and 1 million for fifth. Consolation prizes of 500,000 naira each will also be awarded to schools finishing in 6th to 10th place.
“These funds will help to strengthen school sports programmes and support the next generation of athletes,” the CMO explained. “Whether you win on the track or in the stands, MTN is here to celebrate your school’s spirit.”
Also speaking, Lady Yemi Galadima, Managing Editor of Making of Champions (MOC), emphasized that the 4th edition is a critical pillar for Nigeria’s international ambitions. She said with the partnership between MTN and MOC extended until 2028, the “Olympic Runway” is now firmly established.
“The stage is set once again for the discovery and development of Nigeria’s next generation of world beaters,” Galadima said. She noted that about 80% of the team that represented Nigeria at the African Under-20 Championships were products of MTN Champs.
She declared that the stakes in Calabar are particularly high this year due to the World Relays in Botswana. Galadima revealed that Ethiopia is sending a team to Calabar specifically to seek qualification times, highlighting the championship’s growing importance across Africa.
On his part, Pastor Emmanuel Ebong, 2nd Vice President of Nigeria School Sports Federation (NSSF) expressed profound gratitude for the platform, which according to him, has become a vital tool for positive youth engagement. He praised the “off-track discipline” instilled in the participants.
“If you don’t have something positive to engage them, they will have something negative to engage themselves. But here, you are engaging them positively,” Ebong stated. He also emphasized the federation’s commitment to integrity, stating, “We don’t condone age cheats. We pitch zero tolerance to allow age cheats in school sports in Nigeria.”
As the three-day event commences at the U.J. Esuene Stadium, from 5th–7th March, the atmosphere in Calabar is charged with anticipation. With over 1,000 athletes from 121 schools set to compete across nearly 100 events, Season 4 of MTN Champs promises to be an unforgettable chapter in Nigeria’s quest for global sporting dominance.
