Airtel Africa partners with Samsung

Bharti Airtel and Samsung Electronics have joined hands to give a boost to soccer tournment in Africa. Both the companies have today signed a multi-million dollar agreement to support under 17 grassroots tournament and thereby leverage this activity to build brands and further accelerate growth in Africa. As part of the deal, Samsung will be the 'Official Device Partner' of the Airtel Rising Stars (ARS) tournament.

This initiative facilitates Samsung to double its smartphone marketing plans in Africa. It is enhancing its sales and marketing programmes in Africa to enable local mobile phone subscribers enjoy Internet access on smart devices. Airtel and Samsung will also launch a mobile football app contest for Samsung on Android. The month-long competition will encourage techies to submit their apps where a panel of judges will pick the best 2 apps for commercialization.

Soccer tournment is being supported by the well known clubs in the world namely Arsenal FC and Manchester United and aims to identify and nurture future talent in Africa. Airtel has sponsorship agreements in place with Manchester United and Arsenal to develop emerging soccer talent in Africa and utilize their globally recognizable brand assets to enhance youth related commercial activity.

"ARS has established itself as a strong feeder program for National teams' coaches on the continent and a good number of the ARS alumni have been absorbed into Africa Premier League Clubs, as well as into their country's national teams," said a release.

George Ferreira, Vice President and COO of Samsung Electronics, Africa says, "Our youth have the potential to be a great impetus for Africa's development, provided that an appropriate investment in human capital is made. This investment will help spotlight Africa's potential, and we are proud to be associated with such development."

Andre Beyers, Chief Marketing Officer for Airtel Africa said, "The collaboration with Samsung will transcend the commercial arena and enable the Airtel Rising Stars tournament achieve greater scale and long-term sustainability. The next season, which is now in its third year, starts end April 2013. Airtel is already the largest supporter of youth soccer on the continent and together with Samsung; we will ensure it is not just the biggest, but also the most consistent supporter of grassroots football in Africa. It not only showcases talent but most importantly for us, enables the young boys and girls to experience fun and enjoyment."

Ferreira added, "Samsung is also strategically focusing on forging a partnership with Airtel in Africa to reach out to consumers across sub Saharan Africa. Together with Airtel, we will be showcasing mobile devices centred around satisfying consumer desire to use technology as a means of self expression."