Cultural Ownership
Place your brand at the centre of a world-class, premium crowning experience of Detty December.
Sponsorship opportunity
Own the Experience That Crowns Detty December
Designed to become Africa's most iconic New Year's Eve experience.
The Lagos New Year Festival of Light and Fire is being developed under an approved public-private partnership between Lagos State Government and NovaLumina Nigeria Ltd. Designed as a premium Lagos New Year's Eve experience, it brings together Afrobeats, culture, hospitality, content, broadcast, fireworks, drone-light displays and a world-class midnight countdown.
The opportunity
An Official Close to a Cultural Movement
Detty December has become one of Africa's most powerful cultural movements, drawing Lagos residents, returning diaspora, international visitors, artists, creators, executives and premium consumers into the city every year. The Lagos New Year Festival of Light and Fire is being created to give that movement an official defining close — not just through a midnight display, but through a wider experience that builds anticipation and momentum from October to December, activates the city of Lagos throughout 31 December, and culminates in a national and international New Year's Eve countdown experience.
The experience
A Journey, Not a Single Night
From the build-up to the midnight moment and beyond, NYE Lagos is designed as a complete cultural, hospitality and broadcast experience.
- 01
The Build-Up
October to December
Sponsor announcements, teaser campaigns, countdown content, artist reveals, partner activations, media build-up and citywide anticipation.
- 02
The Arrival
Lagos Comes Alive
Residents, returning diaspora, international visitors, creators, executives and culture lovers arrive in Lagos for the season's defining experience.
- 03
Festival Day
31 December — Daytime to Evening
Food, music, cultural programming, brand activations, viewing areas, hospitality and VIP experiences throughout the day.
- 04
The Countdown
Pre-Midnight to Midnight
Afrobeats, DJs, drone-light displays, fireworks, broadcast coverage and the official Lagos New Year moment.
- 05
The Afterglow
After Midnight and Beyond
Highlight reels, social content, media coverage, sponsor impact reporting, audience engagement and long-term legacy value.
Why this matters to sponsors
Value Beyond Visibility
Audience Access
Reach Lagos residents, diaspora visitors, international guests, creators, executives and premium consumers.
Broadcast Visibility
Connect your brand to a Lagos New Year's Eve experience designed for national and international broadcast, media coverage and digital distribution.
VIP Relationship Value
Host clients, partners and senior stakeholders in a premium Lagos setting.
Content Engine
Turn months of build-up, an iconic countdown and a fireworks and drone-light spectacle into digital, social and campaign assets.
Category Exclusivity
Secure a distinctive brand position before competitors.
Partnership opportunities
Choose Your Position
Major sponsor categories will be limited, with category exclusivity available subject to agreed commercial terms.
Title Partner
Headline association with the full experience.
Founding Partner
Early partner status with long-term association and category priority.
VIP Experience Partner
Premium hospitality, executive hosting and high-value guest engagement.
Viewing Experience Partner
Brand presence across official viewing areas and celebration zones.
Afrobeats Pre-Show Partner
Association with the build-up concert, artist moments and pre-midnight energy.
Official Category Partner
Banking, telecoms, aviation, payments, beverage, hospitality, mobility, technology or media.
Official Broadcast Partner
Association with national and international broadcast, livestream and content distribution.
Audience
A High-Value Audience in One Cultural Platform
From premium consumers and diaspora visitors to creators, executives and national viewers, the Lagos New Year Festival of Light and Fire experience brings together audiences with influence, spending power and cultural reach.
- Lagos residents
- Returning diaspora
- International visitors
- Afrobeats fans
- Culture tastemakers
- Creators and influencers
- Executives and high-net-worth individuals
- Premium consumers
- Families and social groups
- National and international viewers
A single cultural platform connecting the audiences leading brands work all year to reach.
Brand visibility
Where Your Brand Shows Up
Pre-launch sponsor announcement
Campaign visuals
Website and digital assets
Social media content
Artist and countdown content
Viewing areas
VIP hospitality
Broadcast/livestream visibility
On-ground signage
Content rights
Post-experience highlights
Sponsor impact report
Assurance
Built for Professional Delivery
The experience is being developed with a formal project delivery framework covering government alignment, safety, governance, technical delivery, crowd planning, regulatory approvals, communications, insurance, sponsor accountability and post-experience reporting.
- Government Alignment
- Safety-First Delivery
- Technical Partner Coordination
- Sponsor Governance
- Post-Experience Reporting
Founding partners
The Founding Partner Advantage
The first major sponsors will have the opportunity to secure category position, shape how their brand is integrated, and build long-term association with a platform designed to grow year after year.
Before it becomes a tradition, founding partners can help define it.
Final call
Take Your Place in Lagos' New Year Experience
NovaLumina Nigeria Ltd is engaging a limited number of major brands ahead of wider public announcements and category allocation.
“This is the experience Lagos will be watching. The question is which brands will stand at the centre of it.”
Sponsor briefing
Request a Sponsor Briefing
Enquiries are handled directly by NovaLumina Nigeria Ltd — connect@nyelagos.com