BBNaija Prize Controversy: Many Winners Allegedly Struggle After Show - Deji Adeyanju

 

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Activist lawyer and human rights advocate, Deji Adeyanju, has raised serious concerns regarding the financial treatment of Big Brother Naija (BBNaija) winners, questioning whether they truly receive the prize money promised by the reality show organizers. 

The comments, made on Adeyanju’s X handle on Monday, October 6, 2025, followed the conclusion of the 10th edition of the show, where Imisi emerged as the winner, taking home the grand prize of N150 million.

Adeyanju wrote, “Do they really give BBNaija winners the prize money? The reason I am asking is because many of them end up looking extremely broke thereafter.”

 His statement has ignited widespread debate online, with many fans and followers calling for transparency from the organizers. Social media users have asked Adeyanju to provide examples of past winners who reportedly became poorer after participating in the show, though he has yet to respond to these requests.

The activist’s concerns resonate with previous controversies surrounding BBNaija prize disbursement. For instance, Phyna, who won the seventh edition in 2022, publicly highlighted delays and issues in receiving her winnings, drawing attention to the alleged gaps in accountability by the show’s management. 

This has led to broader discussions about the financial wellbeing of reality show participants in Nigeria and whether the glitz and glamour of such programs translate into long-term stability for the winners.

The timing of Adeyanju’s comments is particularly notable, coming just a day after Imisi’s victory. Fans and industry watchers have expressed mixed reactions, with some defending the organizers and highlighting the opportunities the show provides for winners beyond the cash prize, including brand endorsements, media appearances, and personal business ventures.

 Others, however, echoed Adeyanju’s skepticism, suggesting that the show should be more transparent about its financial dealings to prevent disillusionment among participants and fans alike.

BBNaija has consistently remained one of Nigeria’s most-watched reality shows, attracting millions of viewers nationwide.

 With its increasing popularity, questions about financial integrity and the welfare of winners have become more pressing. 

Advocates argue that ensuring timely payment of prizes is essential not only for the credibility of the program but also for protecting the rights and livelihoods of contestants who dedicate several weeks to competing under intense public scrutiny.

As the 10th edition of BBNaija closes, Adeyanju’s remarks have renewed calls for closer monitoring of the show’s prize structure. Fans and concerned Nigerians are now closely watching to see whether Imisi, the latest winner, will receive the N150 million prize promptly, and whether the organizers will take steps to restore public confidence in the fairness and transparency of the reality series.

Adeyanju’s post underscores an ongoing tension between the entertainment value of reality television and the financial realities faced by participants, raising broader questions about accountability and ethical practices in Nigeria’s entertainment industry.

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