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MAMA 2010: Airtel sponsorship, what economic benefit?

Princewill Ekwujuru

In the wake of the recent economic meltdown , how to maintain a consistent record of good performance in  market share term, and contribute to the growth of the economy  became a major challenge for telecommunication companies.

As the financial crisis storm raged across both developing and developed economies, bringing down institutions of formidable size and pedigree, some brand watches had predicted a backlash on the balance sheet of many companies. This prediction precipitated egg heads in the  telecommunication industry to go back to the drawing board, re-strategizing on how to overcome the meltdown and remain a major contributor to the growth of the economy and satisfy subscribers through leveraging on necessary platforms.

Born out of the need to create a balance from what it takes from the economy and what is ploughed back, in the last one year and six months, telecommunication companies  have concentrated on building superior brand equity through a blend of quality service offerings, brand visibility platforms and product packages that positively affect the growth of the economy and subscribers.

Sponsor of the 2010 MTV Africa Music Awards (MAMA), Airtel said Nigeria’s  economy is set to receive a major boost as international and African music stars, entertainment promoters, music enthusiasts, Airtel subscribers  from 15 African countries and other delegates from across the world comes to Lagos this week for the 2010 MTV Africa Music Awards (MAMA) with Airtel.

All this cumulatively will in no small way contribute to the growth of the Nigerian economy and subscribers will connect more to the Airtel brand.
Obinna Aniche, Brand Communication Manager, Airtel Africa said the mobile operator is glad to make contribution to the growth of the economy of Lagos State and indeed the entire Nigeria.
Underscoring the role of the company in development of the entertainment industry in Africa, he stated, “We are happy to be associated with a platform that recognizes and celebrates the rich musical heritage that positively depicts culture from across Africa.”
“We at Airtel are committed to supporting our artistes through various initiatives that showcase the pool of talent in the great nation of Africa”, Aniche assured.

Organisers said what event like this will do to the economy is that guests will fill several hotels, storm  shopping malls and visit local markets to buy items in addition to visiting top tourist destinations across the Lagos metropolis during and after the period of the event.
Opeyemi Bamidele, Commissioner for Information and Strategy, Lagos State, speaking at a media event in Lagos assured that plans are in top gear to ensure adequate security, smooth traffic flow, control and efficient emergency response system through_out the duration of the event, Lagos State is ready for the upsurge of activities during the event period.

Already, both Airtel and MTV have made reservations in several hotels in Lagos while booking has been made in a number of recreational centres and places with strong tourists appeal to give the guests a wonderful experience in Nigeria, Vanguard gathered.

Information also reaching Vanguard, said guests have started arriving,  as the Airtel team in Nigeria have received delegates from Burkina Faso and are currently awaiting other delegates from 14 African countries.

MTV will also play host to several music stars, artist managers and top celebrities across the globe. MAMA with Airtel will be held on Saturday, December 11, 2010.


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Comments expressed here do not reflect the opinions of vanguard newspapers or any employee thereof.