BBNaija stars mint millions through endorsement deals

As the BBNaija Season 10 comes to the final week, fans have started buzzing about who would take home the N150 million winning prize money. The winner will join a host of past winners and fan favourites who have used their acquired fame to parley lucrative deals with brands. Over the years, sponsors from all industries leverage on the star power and huge social media following of the new Big Brother housemates to market their products in a bid to get the younger generation who are fans of these individuals.

So far, the top 10 finalists include: Dede (Precious Ashiogwu), Faith Adewale, Imisi (Opeyemi Ayanwale), Isabella Esther Georgewill, Jason Jae (Ayomide James), Kaybobo (Kayode Oladele),Kola (Kolapo Omotosho), Mensan-Awaji James, and Sultana Auduson Ibrahim.

Predictions are flying with Imisi and Jason Jae among the top-mentioned frontrunners by fans, but anything can happen in the house.

During the show, the housemates seize opportunities to win cash, product supplies or endorsement deals from sponsors of the shows each year. They get to win daily tasks and wager presentations sponsored by different companies and they get rewarded for their presentations. So far in the 10th season, housemates have won daily task prizes of over N155 million.

When housemates step out of the Big Brother Naija house, the cameras may stop rolling, but the deals often just begin. Since the show’s revival in 2017, winners have walked away with cash prizes topping N100 million, SUVs, and trips. But the real payoff comes later: endorsement contracts that turn reality TV moments into steady income. Brands see value in the instant fan bases these contestants build, leading to partnerships worth millions of naira each.

Online records show a clear pattern – visibility inside the house translates to visibility on billboards and social media ads.

Take the early seasons. Katung Aduwak won the original 2006 edition with $100,000. He shifted to filmmaking, earning a doctorate from New York’s Digital Film Academy and directing films such as ‘When Love Happens’ (2014).

Efe Ejeba won Season 2 in 2017, pocketing N25 million. He released EPs such as ‘Am Sorry Am Winning’ (2018) and became Plateau State’s entertainment ambassador. Music took priority over brand deals, though he built a media presence.

Miracle Igbokwe won the 2018 edition, claiming N45 million in prizes, including a SUV and appliances. Right after, he signed with Lekucci Global as an ambassador together with the runner up Tobi Bakare for a year’s supply of clothes, shoes, and a N1 million cheque.

Dana Air sponsored his homecoming flight. He later trained as a pilot, becoming a flight instructor in 2023, and served as Imo State’s education ambassador.

By Season 4 (‘Pepper Dem’) in 2019, the endorsement game heated up. Mercy Eke became the first female winner, grabbing N60 million. She quickly inked deals with Cîroc vodka, Mr. Taxi rideshare, Unique Motors, and Moët & Chandon. Just Furniture and Beautiful Body skin care deals followed in 2020. Mercy also launched MNM Luxury clothing and Lambo Homes real estate. She acted in Nollywood films such as ‘Shanty Town’ (2023) and won Best Dressed at the 2020 AMVCAs.

Laycon’s 2020 Lockdown win (Season 5) brought N85 million for him. He signed deals such as Mentos, GOtv, Orijin beer, Oppo phones, House of Lunettes eyewear, and Beautiful Body NG in late 2020. In 2021 he signed an endorsement deal with Opay fintech in the Opay LuckyCash Promo. Ogun State named him the youth ambassador, adding N5 million and a house. Laycon in 2021 joined the Grammys voting committee.

Hazel Onyeze Onoduenyi (Whitemoney) won the 2021 Shine Ya Eye season (Season 6) edition, netting N90 million. His deals piled up: GOtv, Get Fit Nigeria (2021), Hero Lager, Sea Horse lubricants, CRUZPOWER solar panels, and TECNO Mobile. MultiChoice also produced his reality show which was planned to provide a platform to showcase his journey and talent to a wider audience. He started White Money Party Jollof food company and released music on streaming platforms under his own music company.

Ijeoma Josephina Otabo, also known as Phyna (Season 7, Level Up, 2022), won N100 million. Her endorsements included: Firegin, Speedy Herbals, Rixari Skin Secrets, BeUnique Wears, Spedy Weightloss, and a luxury skincare brand. Online spats regarding unpaid prize money reportedly cost her 17 deals in 2023. Phynation fans continued to support her streaming on Twitch and acting in ‘Osato.’

Ilebaye’s 2023 All Stars crown (Season 8) came with N120 million. Ilebaye Precious Odiniya signed with Beautiful Body skincare and other multi-million naira pacts soon after. She later went ahead and founded the Ilebaye Foundation, a philanthropic initiative founded by BBNaija star Ilebaye Odiniya in 2024 to support vulnerable girls, particularly those at the Lagos Correctional Centre.

Kingsley Oritsetimeyin Sule, also known as KellyRae won the 2024 No Loose Guard (Season 9), walking off with N100 million. Early moves saw him rake in deals from Airtel in December 2024 and became Warri South ambassador in October. He has revealed that more are expected as he plans to invest in music and property.

Not all big earners cross the finish line. Some non-winners outpace winners in deals, proving influence matters more than the crown. Tacha Akide, evicted early from Season 4, built the Titans fanbase. She signed with House of Lunettes, GetFit, and more, launching businesses despite controversies. Erica Nlewedim, disqualified from Season 5, sealed double endorsements right after, including an ambassadorial deal with Partner Mobile in 2021, including a deal with a Lagos-based fintech, Kuda Microfinance Bank, and two awesome endorsement deals with Nigerian Breweries as brand ambassador for Star Radler and Legend Stout and Seven-Up Bottling Company.

Others like Tobi Bakre (Season 3 finalist) got deals such as Amstel Malta, Lord’s Dry Gin, and Delta Soap. Bamike Olawunmi (BamBam, Season 3) inked Fayrouz and Oppo.

“It is an opportunity to be in the big stage,” said one of the former housemate, who was evicted in 2023.

“I have got two deals since I was evicted,” he noted.