Over the last few years, Nigerian celebrities have been breaking into global brand deals in a big way. From Burna Boy performing at the UEFA Champions League Final to Tems co-writing music for Black Panther: Wakanda Forever, our entertainers are gaining recognition far beyond the continent.

But here’s the catch — most of these deals are coming from foreign brands. Global names like Pepsi, Adidas, and Netflix are forming long-term partnerships with our stars, not just to reach African audiences, but to showcase Nigerian culture on a global stage.

Meanwhile, many local Nigerian businesses are slow to act. They either approach celebrities only after they’ve gone international or fail to offer the kind of creative partnerships that foreign brands are now known for.

“Our brands should be building relationships early, not waiting for international recognition before they act,” says Obinna Udekwe, founder of Obgist.com.

As Nigeria’s entertainment scene continues to rise, there’s a huge opportunity for local brands to build meaningful campaigns with homegrown talent — before global brands beat them to it.