The CEO of African Warriors Fighting Championship, Maxwell Kalu, has unveiled an ambitious plan to take Dambe, Northern Nigeria’s traditional boxing sport, to the global stage. Speaking at the Sports Africa Investment Summit 2025, he confirmed that efforts to internationalize Dambe are in advanced stages.
However, he emphasized the crucial role of Nigerian media in promoting local content instead of relying on foreign outlets. While acknowledging the support from local media, he urged journalists to be more proactive, digging deeper into stories rather than waiting for international reports.
“We need to reshape how our media operates—take the lead, tell our own stories, and grow Nigerian sports together,” Maxwell stated. He called for collaborative efforts among all stakeholders to ensure traditional sports like Dambe gain global recognition.
