Susan Abayomi
Fearless Energy Drink, a brand of Rite Foods Limited, has returned as the official energy drink sponsor of Felabration 2026, with plans to spotlight emerging talents through rap and dance competitions at the annual music festival.
The festival, themed “Who Are You?”, is holding from October 12 to 18 at the New Afrika Shrine in Ikeja, Lagos, celebrating the legacy of legendary Afrobeat musician Fela Anikulapo-Kuti and his influence on Nigerian music and culture.
Through the sponsorship, Fearless aims to promote creativity, individuality and self-expression, encouraging young Nigerians to showcase their talents and embrace their uniqueness.
As part of its activities, the brand will host the Fearless Rap Challenge on Tuesday, October 13, giving aspiring rappers an opportunity to demonstrate their lyrical abilities and compete for rewards.
The excitement will continue on Friday, October 16, with the Fearless Dance Challenge, where dancers will showcase their skills and distinctive styles. Both activities will feature consumer rewards as part of the brand’s engagement with festivalgoers ahead of the grand finale on Sunday, October 18.
Speaking on the sponsorship, Fearless Energy Drink Brand Manager, Adeniyi Aderuku, said the brand’s participation reflected its commitment to celebrating the creativity and individuality of young Nigerians.
According to Aderuku, Fela’s courage, originality and willingness to challenge conventions continue to inspire people to express themselves confidently and stand by their beliefs.
He explained that Fearless was creating opportunities for participants to showcase their abilities and become part of an experience that celebrates originality.
The brand’s return to Felabration builds on its previous involvement in the festival. In 2021, Fearless presented a posthumous award to Fela at the New Afrika Shrine in recognition of his contributions to African music, courage and originality.
In 2025, the energy drink brand served as the festival’s exclusive energy drink sponsor through its “Shakara, No Fear” campaign, which featured talent competitions designed to bring emerging performers into the spotlight.
The 2026 edition will feature established and emerging performers, including Femi Kuti and The Positive Force, Made Kuti, and Seun Kuti and Egypt 80, alongside other artistes.
For Rite Foods Limited, the sponsorship forms part of its efforts to connect its brands with consumers through music, entertainment and cultural experiences.
The company’s product portfolio includes Fearless Energy Drink, Bigi carbonated soft drinks, Bigi Premium Drinking Water, Sosa Fruit Drink, sausage products and LIDA Malt.
With this year’s theme focusing on identity and individuality, Fearless is encouraging festivalgoers to embrace their creativity, express themselves boldly and participate in the activities planned throughout the celebration.
The sponsorship further reinforces the festival’s role as a platform for celebrating Fela’s enduring cultural influence while providing opportunities for new talents to gain visibility.
