Following the grand finale of Big Brother Naija Season 10, which saw Imisi crowned the winner, Nigerian activist Deji Adeyanju has stirred major controversy by questioning the actual disbursement of the show’s prize money.
Adeyanju’s comment, posted on his X account, has fueled long-standing skepticism regarding the true value and availability of the rewards promised to BBNaija champions.
The Question of the Million Prize
The BBNaija Season 10 grand prize was widely reported to be million (One Hundred and Fifty Million Naira), typically consisting of a cash component, a luxury vehicle, and sponsored gifts or property.
Adeyanju directly challenged the transparency of this massive reward in his post:
“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.”
Do they really give BBNaija winners the price money? The reason I am asking is because many of them end up looking extremely broke thereafter.
— Comrade Deji Adeyanju (@adeyanjudeji) October 6, 2025
This observation strikes at the heart of public curiosity: what portion of the total prize is liquid cash, and how effectively do winners manage the sudden transition to fame and financial pressure?
Echoing Past Concerns
Adeyanju’s remark quickly gained traction, sparking a heated debate among fans and critics. Supporters argued that the prize structure is often misleading, with much of the “cash” being heavily taxed or comprised of assets that are difficult to liquidate, while critics accused the activist of baseless speculation.
Significantly, Adeyanju’s statement echoes past concerns raised by former housemates themselves. Over the years, some winners and finalists have hinted at delays or discrepancies in the delivery of promised prizes and endorsements, which keeps the question of transparency alive long after the cameras have stopped rolling.
The debate highlights the complex reality of winning a major reality show, where immediate celebrity status is coupled with immense pressure to maintain a costly public image.
Source: African Publicity
