A University of Lagos professor, Chris Obisi, has criticised Nigerian companies for prioritising entertainment sponsorships such as Big Brother Naija over academic research funding, warning that the neglect is stifling innovation in the country’s universities.
Speaking on Channels Television’s Sunrise Daily on Tuesday, Obisi, a professor of Employment Relations and Human Resource Management, said many valuable research findings remain unused because industries fail to invest in them.
“There should be more synergy between research, industry, and the universities,” he stressed. “How can a company be sponsoring Big Brother but cannot fund research? This is a misplaced priority, and that is why we are lagging.”
Obisi dismissed arguments that companies avoid academic sponsorship because it is not profitable, insisting that research funding should be a shared responsibility between government, universities, and the private sector. He noted that globally, many innovations result from partnerships between industries and research institutions.
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“Companies can collaborate with universities, fund research for their own benefit, and ultimately make more money,” he said, adding that while universities and governments provide some research funding, it is grossly inadequate.
The professor revealed that researchers often reach out to companies for partnerships on projects that could benefit them, but many show little interest. He urged businesses to shift focus, engage with researchers, and support studies that could produce commercially viable outcomes.
Meanwhile, the 2025 Big Brother Naija Season 10 is ongoing, with housemates competing for the ₦150 million grand prize in a lavishly designed mansion. The reality show continues to attract major sponsors, including Guinness Nigeria, Bet9ja, Pepsi, TECNO, and Colgate—companies Obisi suggested could also channel resources toward advancing academic research.