OKHMA Global Limited, the official marketing consultant for Carnival Calabar & Festival, Africa’s Biggest Street Party and one of the continent’s most recognised cultural and tourism events, has called on corporate organisations and brands to firm up sponsorship and partnership agreements ahead of the 2026 edition of Carnival Calabar & Festival, billed to hold in December in Calabar city.
Speaking during the theme unveiling event for the Carnival held recently at the Eko Hotel and Suites, Lagos, the Lead Marketing Consultant, OKHMA Global Limited, Mrs Mary Ephraim Egbas, charges sponsors and partners to commit and confirm their interest in the Carnival early enough for better planning and for them to take full advantage of the potential of the Return on Investment.
Egbas disclosed that Carnival Calabar & Festival, as a major globally recognised cultural and tourism event, usually attracts leading corporate organisations and brands as sponsors, and, as such, it becomes imperative for interested brands to come on board early to maximise sponsorship opportunities.
“As Official Marketing Consultant, OKHMA works closely with the Carnival Calabar & Festival Commission, government agencies, sponsors, partners, and stakeholders to develop and execute marketing strategies that enhance the festival’s profile both within Nigeria and internationally”, she said.
She added that OKHMA has played a key role in the marketing, sponsorship development, brand positioning, partnership engagement, and commercial growth of the Carnival Calabar & Festival brand for over a decade through strategic marketing initiatives and stakeholder engagement. The company has contributed to strengthening the festival’s visibility, attracting corporate partners, and expanding opportunities for private-sector participation.
The theme for the 2026 edition of Carnival Calabar & Festival,” Rethinking Our Collective Destiny”, was unveiled by the Governor of Cross River State, Senator Bassey Otu. He assured sponsors of the 2026 Carnival Calabar and the Festival of Return on Investments (RoI) of richer and wider visibility for their products.
“We owe a debt of boundless gratitude to our sponsors who believed in our brand and invested either as an act of Corporate Social Responsibility (CSR) or a business investment decision. We are also appreciative of the untiring efforts of all the participating Carnival Bands. And for increasing our tourist arrivals during our 20th anniversary, we thank all tourists, visitors and corporate organisations for their esteemed presence.” Said Otu.
The event was attended by key dignitaries, including His Excellency Ambassador Gautier Mignot of the European Union, the Special Guest of Honour, and His Excellency Ambassador Paulo Santos of Portugal, the Guest of Honour.
Carnival Calabar is the biggest Street Dance Parade in Africa, held every December in Cross River State. It is one of the biggest tourism events in West Africa, drawing millions of visitors to Cross River every year.
The Chairman of the Carnival Calabar & Festival Commission, Gabe Onah disclosed the 2026 edition presents new opportunities for private sector participation and strategic partnerships.
“Carnival Calabar & Festival has become one of Africa’s most recognised cultural and tourism platforms, creating visibility, economic activity, and meaningful engagement for brands and stakeholders. The 2026 theme, ‘Rethinking Our Collective Destiny,’ challenges us to think differently about the future and the role partnerships play in achieving it. We look forward to working with organisations that share our vision of creating a festival that delivers value not only to visitors but also to businesses, communities, and the wider economy”, he said.
