February 26, (THEWILL) — Media personality, Ikponmwosa Osakioduwa, popularly known as IK Osakioduwa, has revealed that he rejects lucrative endorsement deals with alcohol and tobacco companies because of his faith and personal principles.
In a recent interview on the WithChude podcast, IK stated that his relationship with God shapes how he presents himself as a family‑friendly public figure.
“How I choose to portray myself in the public space as a family‑friendly brand, all of that comes from my relationship with God. When you come closer to how we do business, you will find that we are never going to take money over principle”, he said.
“There are companies that we don’t work for. For instance, we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands.”
IK disclosed that this stance has cost him significant financial opportunities, as these brands often offer the highest-paying deals in the media and entertainment industry.
“Those choices are deliberate. I mean, we have lost a lot of money to it. That is where the money is. They make the most money, and I am not judging anybody who does.”
He clarified that he is not judging others who take such deals: “It’s not a sin to work with them — after all, Jesus turned water into wine”, he explained.
IK added that the first major job that could have paid him “multiple millions” was an alcohol deal, but he turned it down in line with his values.
“I have learned to see money come and go and not do things just for money. That’s why I think my life has been on a straight path all this time”, IK said.
Evi Ben Ezaga writes on entertainment, culture, and trending stories.
