In a bid to reinforce theÂ Â stature of the MTN brand as truly international, the telecommunications giant has expanded the frontiers of its strategy to enrich the lives of its customers by making history as the first brand of African origin to sponsor a FIFA World Cup, the very first to be played on the African soil.
In what could be described as a dress rehearsal, MTN Nigeria will on Saturday 25 July, formally kick off the 2010 World Cup count-down campaign with a â€˜Big Bangâ€™ launch.
The epoch-making event will hold at the Teslim Balogun Stadium in Lagos, with the high-point being a Veteranâ€™s match â€“ a novelty football match featuring African football legends like Roger Milla, Abedi Pele, Anthony Yeboah, Kalusha Bwalya, Mark Fish and others. They would be playing against the first-ever Nigerian team that qualified for the World cup – The USA â€˜94 team.
According to the Chief Marketing Officer of MTN Nigeria, Mr. Bola Akingbade, MTN is determined to enrich the lives of its customers by connecting them with their passion for international football experience in ways unique to the MTN brand. â€œThis is an experience we can no longer wait for; one that should strengthen our competitive position and leave a legacy of quality sponsorship as we demonstrate to the world that the African continent is ready andÂ capable of hosting events of this magnitude.â€
He emphasized that from the previous sponsorship testimonies particularly the recent 26th African Cup of Nations held in Ghana, MTNâ€™s involvement in football is more than just sponsorship. â€œIt is a statement of pride and an expression of belief in the African Continent and what it can achieve. This commitment to football and to the development of the African continent through mobile telephony underlines MTNâ€™s planned actions to host the world,â€ he said.
MTNâ€™s commitment to football in Africa has been absolute going by its exemplary partnership with the Confederation of African Football over the years. Commending this relationship, Akingbade posited that: â€œIn sponsoring the MTN Championsâ€™ League and the MTN African Cup of Nations, MTN chose to associate with African football at a time when the game on the African continent had few backers.