MANAGING Director of Connect Marketing Services, Tunji Adeyinka, whose company is coordinating the visit of the Williams sisters (Venus and Serena) to Nigeria as part of their African tour, believes that the event would boost sports tourism in Nigeria.The Williams sisters are scheduled to visit Lagos as part of their planned African tour from October 30 to November 2. The visit is included in the first leg of the recently launched Breaking the Mould (BTM) campaign, a women's empowerment initiative that has already garnered international support.While in Lagos, the dynamic duo will inspire, motivate and mentor a broad range of audiences through a series of support initiatives, including a gala dinner, a tennis clinic and an exhibition match, which will also be the first time the sisters will pit their strengths against one another on the tennis court anywhere in Africa.This will underpin BTM's mission to recognise and acknowledge the role that women play in shifting perceptions and encouraging development at all levels across the African continent.Connect Marketing Services, Octagon SA's West African affiliate (the architects of BTM), is co-ordinating the Nigerian element of the Williams sisters' tour.According to Adeyinka, 'breaking The Mould is an inspiring mechanism to help women at various life stages of their lives embark on a journey of self-belief to make them know they can achieve anything.'The message of the African Tour by the Williams sisters will resonate with African women as a whole, who are often the champions of change, and encourage more women to do the same. Indeed, we are proud to implement Breaking The Mould in Nigeria.'Venus and Serena's story serves to boost the morale of athletes and business people alike.Theirs is a tale of passion, determination, hard work and self-belief that has triumphed over many obstacles and circumstances to be champions on and off the tennis court.This makes them ideal ambassadors for the inaugural edition of the BTM initiative.'Chief Strategist of Chain Reactions Nigeria, Israel Jaiye Opayemi, could not agree more, saying: 'The Williams sisters' visit to Nigeria will help boost the reputation of Lagos State as a destination for global sports tourism.'This visit will more than anything else validate the destination proposition of Lagos as a premium destination for business and leisure. Sports tourism is no doubt a significant traction of the leisure pillar that Lagos is known for.'We are excited to be involved in this campaign as we feel strongly that motivating women to break their own personal, gender and economic moulds will have exceptional benefits for the future growth of Nigeria.'Hosting the Williams' sisters in Lagos is a positive bonus for the Lagos State Government, especially at a time the state is planning to host a major sports festival. It reaffirms the state's visitor-loving personality.
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