Debbie Larry-Izamoje is the Chief Executive Officer of Brila Media Group Nigeria, a pioneer and leader in Africa’s sports media industry. With a visionary approach, she has transformed Brila FM into Brila Media, a full-scale multimedia group significantly expanding its digital footprint and building a vibrantly engaged community. With a B.Sc. in Information Management from the University of Sheffield and an M.Sc. in Management from University College London (UCL), she also obtained certifications in Innovation and Strategy from Harvard University, Sports Business Management from Lagos Business School, and a Diploma in Communication and Digital Media from the Sports Business Institute, Barcelona. In this interview, she speaks on attaining a major height and advancing women’s sports.
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Take us through your career journey?
I began my professional journey after earning a B.Sc. in Information Management from the University of Sheffield and an M.Sc. in Management from University College London. Armed with world-class education and exposure, I returned to Nigeria, eager to make an impact. I briefly worked for an agency, where I identified a glaring need for traditional businesses to connect with younger audiences. This realisation inspired me to launch Image Boosters, a digital agency focused on helping established brands modernise their communication strategies. We achieved remarkable success, working with notable brands such as Parimatch, Foreo, and Brila Media. This experience honed my expertise in digital strategy, branding, and audience engagement, particularly in the sports industry.

Interestingly, Brila Media—my family’s legacy business—became one of Image Boosters’ clients. At first, I maintained a dual role, running my agency while contributing to Brila’s marketing and corporate development efforts. Over time, my involvement grew deeper as I recognised the company’s potential and the importance of sustaining its legacy.

In 2020, during the global pandemic—a period that tested leaders everywhere—I was appointed Chief Operating Officer (COO). Leading a company through such unprecedented times taught me resilience, adaptability, and the value of innovation. Under my leadership, Brila Media expanded its digital footprint, hired a younger team, and repositioned itself as a multimedia sports powerhouse.

This year, I assumed the role of Chief Executive Officer (CEO), a significant milestone in my career. My journey reflects not just the responsibility of sustaining a legacy but also the passion to build a sustainable, inclusive, and forward-thinking organisation.

What has been your biggest motivations throughout your career?
My motivation has always been empowering others. I believe that true leadership lies in creating opportunities for others, especially women, to thrive. If your work is only about you, it lacks real impact. My drive comes from building platforms where women and young people can excel in industries traditionally dominated by men, such as sports media. Another key motivator is the desire to preserve and expand the Brila legacy. Brila Media is more than a business—it’s a symbol of excellence in African sports media. Ensuring that it continues to lead and innovate has been a constant source of inspiration.
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⁠Have you faced any challenges operating as a woman in a male dominated space? Are there gender barriers in the sports media industry?
Absolutely. Gender bias is a reality in the sports media industry, where women hold less than seven percent of top leadership positions globally. As a woman, I’ve often faced skepticism about my abilities, with some people assuming I wouldn’t be capable simply because of my gender. For example, women’s sports receive significantly less media coverage compared to men’s, with only four percent of global sports media coverage focused on women’s events. This reflects a broader issue of gender inequality in the industry. However, I’ve chosen to use these challenges as opportunities. They’ve fueled my advocacy for equality and inspired me to lead by example, proving that women can not only succeed but also thrive in leadership roles in male-dominated industries.

How are you empowering young girls through your social impact initiative ‘Football Girls Initiative’?
Football for Girls Africa is a project aimed at providing career exposure for young girls in football and related industries. Through initiatives like Football for Girls Africa, I aim to provide young girls with career exposure in sports through workshops, mentorships, and leadership programmes. For example, we recently had a campaign where we invited girls to the stadium to interact with the Super Falcons and watch a live match. That experience wasn’t just about watching a game—it was about showing them what’s possible. By inspiring their interest and equipping them with skills, we’re laying the foundation for these girls to one day enhance the industry and lead it with confidence.

Ultimately, my work is about showing people—especially women—that success is attainable, excellence is achievable, and the possibilities are endless in sports and media.

⁠What would you say is the future of the African sports media landscape?
The future of the African sports media landscape is undoubtedly digital. Technology will continue to play a transformative role, with AI becoming increasingly integral to how we engage with sports. For instance, AI will soon redefine how fans interact with games, from analysing matches to immersive experiences like fantasy football. At Brila, we focus on embracing this evolution while telling authentic local stories that resonate with African audiences. Additionally, I see a bridge forming to close the gender disparity gap in sports. More women are stepping into leadership roles, both on and off the pitch, and this shift will reshape the narrative and opportunities in the industry.

What lessons can women take from your prominent rise to succeed in their careers? What tips do you have for young women?
One key lesson I’ll leave with any young woman is to embrace continuous learning. As a woman aiming for success, you must invest in your personal and professional development, build strong networks, and remain undefeated in the face of challenges. My last advice is to focus on your goals, never underestimate your abilities, and always be ready to do the work.⁠
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What is the big ‘why’ that pushes you to attain excellence?
My big ‘why’ lies in a deep-rooted desire to break boundaries, redefine possibilities, and inspire others—especially women—to pursue their dreams unapologetically. I’ve always believed that success is most meaningful when it creates opportunities for others. Every recognition, whether it’s winning the Future Awards for Intrapreneurship in 2024, being named COO of the Year by C-Suite Insider, UK, or becoming the youngest woman in sports to be recognized as a Fellow of the National Institute of Marketing, Nigeria, is a reminder of the responsibility I hold to lead, inspire, and create lasting impact.

What pushes me is knowing that every achievement is more than a personal win—it’s a step toward paving the way for others. When I see women breaking through barriers in industries like sports and media, it validates the work we’re doing to change perceptions and create opportunities. For me, the journey isn’t just about climbing to the top but about creating a ladder for others to climb with me. It’s about using my seat at the table to ensure more women can pull up their own chairs and thrive. That’s what keeps me striving, knowing that our collective wins make the world a little better for the next generation.

What word of advice would you give to young people looking to follow in your footsteps?
Stay focused, be curious, and embrace learning. I cannot overemphasize the importance of knowledge. In my journey, I pursued degrees, diplomas, and certifications because I wanted to learn from credible sources and institutions. Today, there are even more accessible resources like podcasts and online courses, making it easier to gain insights on various topics. My advice to young people is: don’t rush to announce yourself. Take time to learn and master your craft. Excellence is built on preparation and knowledge. When your time comes to lead or take the stage, you’ll be ready to create lasting impact.
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