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Globacom’s memorable leveraging of the 2018 World Cup

By Abubakar Tanimu

Telecommunications pearl, Globacom, lived up to its reputation as proud supporters of African football with its unique leveraging of the 2018 World Cup held recently in Russia.

2018 FIFA World Cup: 1.3m tickets allocated, sales restart on Tuesday
File: Official 2018 FIFA World Cup match-ball

The company kept millions of African eyeballs glued to  the television transmission of  the 64 matches of the quadrennial competition with its sponsorship of the live broadcasts of the matches on DSTV. The scintillating and illuminating commentaries by iconic former footballers with humongous followers across the world who served as analysts were intriguing add-ons.

Football fans on the African continent soaked in all the drama, grit, tension and action of the world cup interspersed with Globacom’s “rhythm of Africa” television commercial which served as periodic comic relief in the enactment of soccer and physical artistry leading to the birth of new stars that would replace the Messis and Ronaldos of today. Voila! Young stars led by France’s 19 year old prodigy Kylian Mbappe who scored four quality goals to pilot his country to the second World Cup glory shone like a million stars.

From 2005 to 2016, Globacom championed  the development of  football on the African continent by sponsoring the annual Glo CAF Awards. The company also powered the national leagues in Nigeria and Ghana as well as the national teams of both countries. Globacom started sponsoring the broadcast of English Premier League matches five years ago on frontline paid television, DSTV.

To bring the world cup home, the company sponsored the Nigeria Supporters Club by facilitating the travel of hundreds of their members to Russia and also bankrolled 22 Nigerians on an all expense paid trip to Russia in its “GO RUSSIA” promo. The winners returned with incredible stories about their once-in-a life time experience and the warmth of the reception they received from the eastern European hosts.

To consolidate on its support for African football, Globacom produced four intriguing television commercials including legends and rhythm of Africa to celebrate the continent’s robust contributions to the round leather game.

Globacom’s dramatic television commercials resonate with people across the African continent with its sing-along attributes and deployment of stars that Africans can identify with.

During the World Cup, the “Rhythm of Africa” commercial received rave reviews for leveraging on the energetic cultural dance steps native to the continent and juxtaposing them with soccer moves. Within the twinkling of an eye, the viewer is shown the correlation between “bata” dancers of the South Western region of Nigeria and footballers who do ‘leg-overs’ and head balls.

The TVC morphs into the beautiful plumes of the Atilogwu dancers whose acrobatic gyrations are likened to the scissors kick in soccer capturing the energy and passion of African football   within sixty seconds in that uniquely Globacom style.

Indeed, the brand appeal of Globacom has constantly been on the rise and rise and one can only wait for the next wonder from the rich stable of the grandmasters of data.


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