Feature/OPED
Bridging Africa’s Economic Horizons in 2025: Broader Strategic Perspectives

By Professor Maurice Okoli
African continent to a very great degree is rich in natural resources encompassing a wide range of both renewable and non-renewable assets. Africa is home to some 30 per cent of the world’s minerals, eight per cent of the world’s natural gas and 12 per cent of the world’s oil reserves. The continent has 40 per cent of the world’s gold and up to 90 per cent of its chromium and platinum.
The largest reserves of cobalt, diamond and uranium in the world are in Africa. It holds 65 per cent of the world’s arable land and 10 per cent of the planet’s internal renewable freshwater source.
For decades, Africa with its vast untapped natural resources has been the world’s geographical region of attention and priority, attracting various global players from all over the world for economic and political engagement.
In a quick assessment, China has emerged as the most powerful player with its geopolitical clout and leadership in fostering multifaceted economic growth. These can be interpreted differently and from different perspectives, and their unequivocal implications are also varied in terms of the current Africa’s transformations and future directions.
For Africa’s future pathway, the year 2025 could perhaps be set as another distinctive new chapter of strategic qualitative development and push for significant growth. The conditions for this expected growth could be linked to the fact that the continental organization African Union will install a new leadership in February 2025, South Africa chairs the G20, Commonwealth Secretariat and World Trade Organization are headed by two African women, a Ghanaian and a Nigerian citizen.
These resounding organizational features, at least, make 2025 an African year to facilitate investment and economic development opportunities, and through wide multilateral collaborations, both external investors and stakeholders, for remarkable changes.
(i) Kenya’s AUC leadership:
As well known, four candidates are slated for the February 2025 polls. Raila Odinga will face off with Djibouti’s Mohamoud Youssouf, Anil Gayan (Mauritius) and Richard Randriamandrato (Madagascar) for the African Union Commission chairmanship in the race to succeed the outgoing chairman Moussa Faki of Chad.
The latest development monitored for this article explicitly showed that Kenya’s candidate for the Africa Union Commission chairmanship Raila Odinga, highlighted his priorities and strategies to include enhancing intra-African trade by establishing a common market, implementing a broader economic transformation, strengthening regional integration and cooperation, and peace and security.
Undoubtedly, the African Union (AU) is a critical institution for promoting unity, peace, and development across the continent. However, there is a growing consensus that it requires reforms to increase its effectiveness, efficiency, and relevance in addressing Africa’s challenges. Here are reasons why reforms are necessary:
1. Structural and Institutional Weaknesses: The AU has been criticized for its slow decision-making processes and lack of streamlined operations. The relationship between the AU and Regional Economic Communities (RECs) is often unclear, leading to duplication of efforts and fragmented initiatives.
2. Financial Dependence: Over 60% of the AU’s budget comes from external donors, raising concerns about the organization’s independence and ability to prioritize African-led solutions. Worse, many member states have unsuccessfully been in a position to meet promptly their financial obligations, hindering the AU’s ability to execute its programs effectively. This is most often reflected in the limited success of peacekeeping: Despite efforts, the AU has struggled to resolve protracted conflicts in regions like the Sahel, Somalia, and the Great Lakes.
3. Geopolitical and Global Challenges: Adapting to a changing world, with shifts in global power dynamics, the AU must reform to ensure Africa’s interests are adequately represented on the global stage.
4. Lack of Accountability and Governance: There have been concerns over deep-seated corruption. Internal mismanagement and corruption have undermined the credibility of the AU. There is a need for stronger accountability mechanisms to ensure compliance with AU protocols and charters by member states.
Raila Odinga’s tremendous political experience and pan-African vision unreservedly underscored the unwavering commitment to reforms as potential steps to advance the basic objectives of uplifting the economic status of the continent under the banner “Africa We Want” incorporated into the Agenda 2063.
Kagame Report (2017): Spearheaded by Rwandan President Paul Kagame, this initiative proposed actionable reforms to address structural inefficiencies and financial sustainability. Efforts to reduce the number of AU departments and improve coordination among stakeholders. Reforming the African Union is essential for building a stronger, more unified Africa capable of addressing its internal challenges and asserting its position on the global stage.
As frequently reiterated, Africa with its huge human and natural resources can take its rightful position in the current 21st century in the world. But for the realization of this, Africa still has to coordinate with the Commonwealth Secretariat, WTO, G20 and BRICS in promoting industrialization, supporting manufacturing, and enhancing innovation through investments in education, technology, healthcare, affordable energy and skills development. These invariantly fall within the Africa’s Agenda 2063.
(ii) South Africa’s G20 chairmanship: South Africa is now the biggest economy in Africa, with a GDP of $373 billion in 2024. (WorldStatistics) In addition to its economic prominence in Africa, South Africa is a staunch member of BRICS+ (Brazil, Russia, India, China and South Africa), an informal association joined by Egypt, Ethiopia, Iran and the United Arab Emirates.
On one hand, it is important to mention here the role of South Africa as it takes the chairmanship of the Group of 20 (G20) in 2025. It is an intergovernmental forum comprising 19 sovereign countries, the European Union (EU), and the African Union (AU). In 2023, during its summit, the African Union joined as its 21st member and was officially represented at the 2024 G20 summit in Brazil.
On the other hand, since its inception, the recurring themes covered by G20 summit participants have related in priority to global economic growth,
international trade and financial market regulation – these are issues affecting Africa. South Africa could direct G20’s win-win influence in streamlining the beneficial economic sphere considered key to Africa’s development and which would unprecedentedly impact on aspects of life of an estimated 1.4 billion people in the 21st century.
With South Africa at the helm of G20 affairs, it is therefore paramount to seriously “re-evaluate” both the group and individual member’s relations with Africa. South Africa has a unique opportunity to influence the global agenda, especially in addressing the priorities of developing nations. Here are key actions South Africa should undertake:
1. Advocate for African and Global South Priorities
Debt Relief and Financing: Push for frameworks that support debt restructuring and sustainable financing for developing nations, ensuring equitable access to funds for recovery and development. Climate Justice: Emphasize the need for climate financing and support for adaptation, particularly for African nations facing severe climate vulnerabilities.
2. Enhance Multilateralism
Strengthen international cooperation on trade, technology transfer, and global health, highlighting Africa’s role in the global economy. Support reforms in global governance institutions, such as the IMF and World Bank, to give emerging economies more say in decision-making.
3. Promote Inclusive Growth
Champion policies to address inequality, including initiatives to improve education, health, and digital inclusion across member states. Focus on creating partnerships to promote job creation, particularly in green and digital economies.
4. Strengthen Food and Energy Security
Address disruptions in global supply chains exacerbated by geopolitical conflicts. Advocate for sustainable agricultural practices and support energy transition strategies that align with Africa’s development needs.
5. Foster Trade and Investment Opportunities
Use the G20 platform to attract investments in Africa, highlighting the African Continental Free Trade Area (AfCFTA) as a mechanism for growth. Advocate for fair trade practices that enable African products to access global markets without undue barriers.
If South Africa effectively prioritizes these actions, it could strengthen Africa’s influence in global decision-making drive sustainable development and reduce inequality. The position of South Africa and the African continent are central players in solving global challenges. In a nutshell, South Africa’s leadership in the G20 offers an opportunity to align the group’s actions with Africa’s development aspirations while fostering global solidarity in an era of increasing geopolitical complexity.
(iii) Ghana’s directorship of Commonwealth Secretariat: In late October 2024, the Commonwealth of Nations marked yet another milestone with the appointment of Ghana’s Foreign Minister and Regional Integration, Shirley AyorkorBotchwey, as the next Secretary-General. For West Africans, her appointment was a prestigious testament, first to women’s empowerment and second, to resilience and a reminder that Africa’s voice matters on the world stage.
Despite these two reasons, however, it further presented a step forward in broadening African representation at the helm of international organizations and most importantly the extent this could impact the development of the multifaceted relations with the continent. The Commonwealth has played various roles and continues to attach indivisible value in fostering partnerships with various African countries.
Through these relations, Africa’s economy may benefit from a renewed diverse set of attention to sustainable development and job creation opportunities. It could also see increased investment and trade partnerships among its 56 member nations. Without mincing words, the Commonwealth has shown, in various ways, commitment to unity, peace, and sustainable progress in Africa.
Africa’s relationship with the Commonwealth presents several opportunities, particularly in the context of current geopolitical shifts. For instance, access to markets: The Commonwealth provides a platform for enhancing intra-Commonwealth trade, which is projected to reach $1 trillion annually. Africa can leverage this to diversify trade partners amid shifting global alliances. The next question relates to existing investment opportunities: the Commonwealth programs promote investment, particularly in sustainable industries, offering African countries opportunities to attract Foreign Direct Investment (FDI) in green and digital economies.
As the Secretary-General, Shirley AyorkorBotchwey has the possibility of negotiating for initiatives like the Commonwealth scholarships and fellowships to promote education and capacity building, helping African nations develop skilled workforces. And also for strengthening cultural programs and exchanges foster mutual understanding and cooperation.
With increasing competition between global powers, Africa can use the Commonwealth to diversify alliances, reducing over-reliance on single blocs like China or the West. By actively engaging with the Commonwealth, Africa can harness these opportunities to navigate the complexities of global power dynamics while fostering development and regional stability.
(iv) Nigeria’s pedalling World Trade Organization: Today’s transformations and reforms at the World Trade Organization have practical evidence to support the newly created single borderless market in Africa.
The African Continental Free Trade Agreement (AfCFTA) being the flagship of the African Union (AU) is intended to consolidate the intra-African trade to an expected tune of $2.7 trillion and the diverse spheres of the continental economy. In its 2024 report, the UNECA estimated that by 2045 intra-African trade will increase by nearly 35% compared to a situation without the AfCFTA.
This is one signal pointing to the fact that WTO has to strike a groundbreaking impactful collaboration with AfCFTA, but a lot would depend on how critical and important Africa’s partnership with external players is designed and pursued, uttermost offering Africa better opportunities for noticeable economic, socio-cultural and political growth.
In practical reality, Director-General Ngozi Okonjo-Iweala and WTO top management have to show seriousness in changing to result-oriented partnerships, especially in its historic trade cooperation these decades with Africa. Both the World Trade Organization (WTO) and the African Continental Free Trade Area (AfCFTA) aim to reduce barriers to trade, such as tariffs and non-tariff barriers, fostering economic integration and market access.
The WTO provides a global framework for trade regulations, while AfCFTA operates within a similar rule-based framework at the continental level, ensuring predictability and transparency. Both organizations focus on enhancing the trade capacity of member states. The WTO supports developing nations with trade-related technical assistance, while AfCFTA includes initiatives to boost the trade readiness of African countries. The WTO and AfCFTA could work together to harmonize regional trade rules with global trade agreements, ensuring coherence between Africa’s trade policies and international standards.
In summary, the WTO and AfCFTA share common goals in promoting fair and inclusive trade practices, and collaboration between the two can significantly enhance the global trade integration of African countries.
(v) Conclusion – The Year of Africa: Achievable and strategic recommendations for 2025: Judging from the discussion, the African Union and individual African States, therefore in 2025, have to consider the absolute necessity to outlook for strategic collaboration with external partners and corporate shareholders within the framework of the African Union’s Agenda 2063. The necessity for African leaders to prioritize economic parameters and their related proactive measures that enhance practical support for both public and private-sector collaboration.
In furtherance to this, the necessity to draw a roadmap for businesses to achieve long-term sustainable growth, and utilize the opportunities in the intra-African single market while simultaneously adapting to shifting global market demands.
In addition, African leaders, in order to claim the public nobility, instead of rattling anti-western rhetoric have to build and muster their own negotiation capacity to deal with developed countries. In the subsequent years, reawaking the African Union and other Regional Economic Communities, and African leaders should arguably be the main priority, predictably as possible to play the economic development catch-up, in the Global South.
Professor Maurice Okoli is a fellow at the Institute for African Studies and the Institute of World Economy and International Relations, Russian Academy of Sciences. He is also a fellow and lecturer at the North-Eastern Federal University of Russia. He serves as an expert at the Roscongress Foundation and the Valdai Discussion Club.
As an academic researcher and economist with a keen interest in current geopolitical changes and the emerging world order, Maurice Okoli frequently
contributes articles for publication in reputable media portals on different aspects of the interconnection between developing and developed countries, particularly in Asia, Africa, and Europe. With comments and suggestions, he can be reached via email: markolconsult (at) gmail (dot) com.
Feature/OPED
Leveraging Kendrick Lamar Blueprint: How African Artists & Brands Can Maximize Global PR Impact

By Philip Odiakose
If you followed, watched, or were live at the Super Bowl you will agree with me that Kendrick Lamar’s presence at the Super Bowl was not just another high-profile performance; it was a masterclass in media influence, narrative control, and cultural imprinting. His ability to spark conversations, drive digital engagement, and shape public discourse proves the power of deliberate strategic media positioning. Through the lens of media intelligence and PR measurement, we can dissect how African artists and brands can replicate this effect to elevate their global presence. Beyond the entertainment factor, Lamar’s performance provided key lessons in media reach, sentiment shifts, and strategic PR execution—areas that African PR professionals and communicators must internalize to maximize value from major events.
PR measurement data from the event shows a surge in Lamar-related conversations across digital and traditional media. His name dominated print, web, and social trends, appearing in over 1.2 million posts within 24 hours, with a sentiment distribution leaning 67% positive, 21% neutral, and 12% negative. The performance’s impact was amplified by major media outlets covering the event in North America and Europe, as well as select African countries, particularly Nigeria and South Africa. This media traction is a testament to the significance of strategic placements, showing how a single moment can redefine public perception and commercial value. For African artists and brands, the ability to secure a presence at major global events must be seen as more than a mere appearance—it is a PR opportunity that must be measured, optimized, and aligned with long-term communication objectives.
One of the biggest takeaways from Lamar’s Super Bowl presence is the deliberate storytelling approach. He was not just performing; he was communicating a narrative. African artists and brands must be intentional about their messaging when engaging global platforms. Media intelligence specialists can help track how narratives evolve, what themes resonate with audiences, and how to pivot when necessary. Sentiment analysis also plays a crucial role, revealing how different audience segments react and allowing for swift reputation management. Many African brands struggle with post-event PR impact analysis, often focusing solely on momentary buzz without extracting long-term insights from media data.
The concept of “The Kendrick Lamar Effect” speaks to leveraging credibility, cultural influence, and performance metrics to sustain media momentum beyond a single event. African PR professionals must learn from this by ensuring that every global engagement translates into measurable brand equity. This means that artists, influencers, and corporate brands must work with media intelligence teams to quantify their impact, benchmark against industry standards, and ensure PR campaigns are not just reactive but proactive. The challenge many African entities face is the lack of structured measurement frameworks that tie media exposure to business or career objectives. This knowledge gap is where PR measurement must step in to bridge the disconnect.
A vital lesson from Lamar’s Super Bowl impact is the role of multi-channel amplification. The performance itself was one layer, but the true media influence was built through post-event interviews, media engagement, and collaborative content syndication. African PR teams must adopt an omnichannel approach to PR execution, ensuring that media exposure is not short-lived. This requires a strategic mix of traditional media placements, influencer partnerships, and digital storytelling. In PR measurement, it is crucial to analyze which media channels drive the highest engagement and conversion rates, ensuring that communication strategies are data-driven rather than intuition-based.
Looking at case studies from both African and global perspectives, we have seen how the absence of media intelligence has led to missed opportunities. Burna Boy’s Coachella moment, for instance, was a landmark global exposure, yet the post-event PR lacked the necessary follow-through in structured PR measurement. In contrast, brands like Nike and Pepsi have perfected the art of extending media relevance beyond an event moment by employing predictive analytics, sentiment tracking, and engagement mapping. This difference in execution is a key area where African PR professionals must evolve—ensuring that global opportunities do not just end with event visibility but translate into long-term influence and business value.
Beyond just media coverage, there is also the crucial aspect of audience behavior analysis. Lamar’s performance was not just about numbers; it was about how his audience engaged, shared, and created conversations. African PR professionals must shift from vanity metrics to behavioral metrics, focusing on how audience perception changes post-event. Did the media narrative drive new brand partnerships? Was there an uptick in music streaming or product purchases? These are the questions that media intelligence must answer, ensuring that PR efforts are aligned with tangible outcomes.
The overarching lesson for Africa’s PR and communications industry is that major events are PR goldmines—but only if approached with precision, backed by intelligence, and measured effectively. Lamar’s Super Bowl presence serves as a playbook for how media influence can be engineered through strategic PR planning, near real-time sentiment tracking, and multi-platform amplification. African artists and brands have the talent and potential; what remains is the intentional use of media intelligence to ensure that every opportunity is maximized to its fullest potential. PR measurement is not an afterthought—it is the foundation for sustainable media success.
Philip Odiakose is a leader and advocate of PR measurement, evaluation, and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMEC Lab Initiative, AMCRON and ACIOM
Feature/OPED
The Future of Product Management: Key Industry Trends to Watch in 2025

By Princess Akari
If you had told me five years ago, when I was just transitioning into product management, that the role would look like this today, I might not have believed you. But after five years working as a Product Manager (PM), I’ve seen how fast the industry moves, and 2025 is set to bring even bigger changes. Product managers who stay ahead of these changes will build better products and grow their careers. Those who don’t may struggle to keep up.
Here are some key trends to watch and how to adapt.
1. AI, AI, AI!
AI has rapidly gained popularity and continues to grow in influence. For product managers, understanding and using AI tools is now becoming essential, as AI is transforming how we work. Understanding what we can achieve with AI, particularly large language models (LLMs), is essential. Some of the top use cases include content generation, customer support automation (e.g. chatbots), code assistance, research summarization, personalized learning, virtual assistants, data analysis, creative brainstorming, language translation, and much more. Also, as a PM, AI can be introduced into your product to improve user experience and in turn business outcomes.
You might be asking yourself, what can I do to stay in touch with this AI trend? You can start by learning how AI tools can improve your daily workflow, do your own research on the numerous AI tools available and their capabilities. Experiment with AI-driven analytics, user feedback tools, etc. Be very curious and get your hands on as many AI resources as possible.
I recently got an AI micro-certification from Product School. If you’re interested, You can take the course here. Recently as well, I hosted a podcast episode on building AI products, transitioning into AI, and using AI in product development. For Apple podcasts, you can listen here, and for Spotify, you can listen here. These are great resources to give you a good head start.
Other resources; deeplearning.ai, Hugging face, Alpha signal, The Neuron.
2. The definition of “Product Manager” is changing
A few years ago, we had a fairly standard definition of who a PM was and what a PM does. The role of a PM was more standardized, with a clear set of expectations and responsibilities. But as the years have come by, the world has changed and so has the role.
Today, we’re seeing an increased number of specialized PM roles. Some PMs focus on emerging technologies like AI, while others work deeply within data, design, growth, engineering, or operations. Beyond skill-based specializations, some PMs are industry-specialized, such as Fintech PMs, Healthtech PMs, or E-commerce PMs. No two PM roles look the same anymore.
Companies are increasingly hiring specialized PMs to tackle specific challenges, prioritizing specific skill sets and industry experience over conventional backgrounds. Instead of looking for a PM generalist who can adapt to anything, they create detailed role descriptions with targeted skill requirements, tailoring the role to solve specific business challenges. As a result, we’re seeing more unconventional hires stepping into PM positions because they have the exact expertise needed to tackle a company’s unique problems. This highlights an important reality for generalist PMs, specialization is becoming more valuable.
If you’re currently a generalist PM, it’s worth considering how you can narrow your focus, whether by choosing a particular industry or developing expertise in areas like AI, data, growth, design, or technical product management. The demand for specialized skills is growing, and upskilling in these areas will make you more competitive in the job market.
3. PMs are now taking ownership beyond product development
Product managers used to mainly focus on the tech team (engineers, designers, QAs, etc) to build and launch products. But these days (and even in recent years), the role has grown much bigger. PMs are now more involved in the business side of things, leading and guiding business verticals. The role now extends into profit and loss (P&L) considerations and the overall commercial success of a product. They work closely with marketing, sales, finance, and customer support to make sure the product succeeds, not just in how it’s built but also in how it’s launched, sold, and maintained.
PMs are now more involved with how the product will reach customers and profitability. They work closely with marketing and sales teams to ensure a strong product positioning and a seamless launch. It’s no longer just about building a great product, it’s about making sure it reaches the right customers, at the right time, with the right messaging. Ensuring people understand what the product does and why they should use it. This requires PMs to understand their competition, pricing strategies, and customer acquisition channels.
I am well aware that in some companies PMs are now responsible (fully or partially) for pricing and revenue strategies, just as much as the product features. They work with finance and business teams to figure out pricing options and ideas on how that business unit can make a profit. As these companies look for sustainable growth, PMs are also expected to collaborate with customer success teams to improve retention and customer lifetime value.
Conclusion
At the end of the day, product management is constantly changing and so are we as PMs. If there’s one piece of advice I’d give, it’s to stay curious and adaptable. We should be open to continuous learning and new ways of thinking. The more we adapt, learn, and refine our skills, the more valuable we become. There’s always something new to explore, and that’s what makes the role so dynamic.
And if you’re looking for the best place to put your product management skills to practice, join me at Moniepoint – https://www.moniepoint.com/careers
Princess Akari is a product manager at Africa’s fastest-growing financial institution, Moniepoint
Feature/OPED
Content Piracy: A Global Initiative Against a Global Enemy

By Temiloluwa Olajide
It’s no longer news that piracy is a global enemy, one that has destroyed and continues to destroy the work and livelihoods of countless creatives. From film and music to sports broadcasts and television series, piracy robs rightful owners of their earnings and threatens the sustainability of entire industries.
As a global scourge, it requires a global response and fortunately, powerful partnerships are being forged across the planet and across sectors to protect content creators and the industry they work in. These partnerships involved digital content platforms, law enforcement bodies, cybersecurity firms and tech companies, all working together to ensure the viability of the industries that inform, educate and entertain audiences.
At first glance, piracy might seem like an easy way to access free entertainment, but its consequences run deep, affecting both individuals and society as a whole. On a personal level, streaming a sports event or show from an illegal site can expose users to serious risks, such as malware infections, identity theft, or financial fraud. Hackers can gain access to sensitive information, including bank details, potentially wiping out accounts. The damage caused by such crimes far outweighs the satisfaction of watching a football match for free.
Beyond personal risks, piracy also cripples the creative sector by siphoning revenue away from legitimate rightsholders. When movies, music, and sports events are illegally distributed, producers and creatives do not receive their due earnings. This lack of compensation disrupts the industry, leading to fewer productions, job losses, and weakened investment in new content.
Nigeria has one of the most vibrant entertainment industries in the world, with Nollywood ranking as one of the biggest film industries globally and Afrobeats taking center stage in international music charts. The potential for even greater success is huge, but piracy poses an obstacle.
MultiChoice, a key investor in local content, has spent years bringing high-quality productions to audiences, yet piracy continues to threaten the industry.
Illegal streaming of sports events, reality TV shows, and locally produced series remains a major concern. This is particularly critical as the platform regularly broadcasts live feeds of many of the most popular sporting events on earth—F1, the Olympic Games, Euro, World Cup, and Champions League football, as well as popular local leagues.
Beyond sports, Africa Magic and Showmax Originals have become home to some of Africa’s most beloved entertainment shows, including hits like The Real Housewives of Lagos (RHOLagos), Big Brother Naija, and Nigerian Idol.
With content available in 40 languages and a growing library exceeding 84,000 hours, these platforms play a vital role in African storytelling. However, the rise of illegal streaming not only impacts revenue but also threatens the sustainability and growth of the creative industry.
To counter this, MultiChoice has joined forces with Partners Against Piracy (PAP) and cybersecurity firm Irdeto, actively tracking and shutting down illegal operations in multiple African nations.
With piracy tactics evolving, the fight against content theft must also advance. Strong collaborations, advanced technology, and public awareness are key to protecting the creative industry. By shutting down illegal operations and promoting legal alternatives, organizations like MultiChoice, PAP, and Irdeto are ensuring that content creators receive their rightful earnings and that audiences can continue to enjoy high-quality entertainment.
Ultimately, safeguarding creative content is not just about protecting businesses—it’s about securing the future of storytelling, preserving jobs, and ensuring that Africa’s thriving entertainment industry continues to grow. The fight against piracy is a shared responsibility, and by supporting legal content, we all contribute to a stronger, more sustainable creative economy.
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