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Sayo Owolabi had big dreams as a child; one of which was to be the next Gani Fawehinmi. However, even though he ended up studying law and obtaining his degree, he is yet to make it to court donning a wig and gown.
Instead, Sayo is a celebrated sports/media consultant who creates bespoke content and generates ideas on how brands can use sports to connect to their target audience. Sayo’s talent and creativity in this field has led him to work with notable multinationals like Kwese TV, Etisalat, Coca Cola, Multichoice, Nexus Home Appliances amongst others.
Interestingly, Sayo has no formal training as a sports/media consultant. Loads of reading and studying foreign sports/media consultants has helped him to hone his skills and fine-tune his talent enabling him to deliver first class consultancy services to brands in the Nigerian business sector.
Sayo’s training as a Lawyer has improved his career especially in the areas of critical and analytical thinking. He devotes a lot of time into researching every brief and thinking through each process before presenting his proposal to the client. It also helps that sports and law are quite connected -contractual agreements between athletes/players and teams/brands, sports broadcast rights, sponsorship rights, all have an element of law in them.
Despite his career as a sports/media consultant, Sayo still gets referrals from family and friends to provide legal advice on various issues particularly land matters.
Sayo’s advice to anyone who is a Lawyer and wants to follow his/her passion is – “Just do it and the earlier you get to it, the better for you.”
When Sayo isn’t consulting or providing legal advice, he is running S. A.Y.O (Sports and Youth Orientation) Initiative. S.A.Y.O was set up in response to the call for young people to step into leadership positions due to the almost evident neglect of the sports industry (even with its huge potential to empower the youth). His ultimate goal is to enlighten and empower young people in Lagos and Oyo States.
