Bharti Airtel (Airtel), a leading telecommunications
services provider with operations in 20 countries across Asia and Africa and
Samsung Electronics Co., Ltd, a global leader in technology today announced a
partnership to support the largest under 17 grassroots tournament on the
African continent. Under the multi-million dollar agreement, Samsung will also
become the Official Device Partner of the Airtel Rising Stars (ARS) tournament.
Working with various educational institutions in 17
English and French speaking countries, the youth soccer initiative involves
0ver 18,000 teams and more than 400,000 young boys and girls across the
continent. The initiative recorded a 65% growth in participation in 2012 and
looks set to grow even larger. It is also supported by two of the biggest
soccer clubs in the world; 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.
George Ferreira, Vice President and COO of Samsung
Electronics, Africa says: “Africa is the world’s youngest continent. The
proportion of youth in the region is higher than on any other continent.
According to World Bank estimates, 60% of Africa’s population of more than 1
billion people are youth. And it keeps growing rapidly. The number of young
people in Africa is forecast to double by 2045. 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.”
Commenting on the partnership, 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.”
There is a robust commercial partnership between the
two giants in Africa. Airtel is the 4th largest telecommunications company in
the world and currently has the largest footprint of any telecoms company in
Africa with a presence in 17 countries across Africa. Africa is now the second
largest and fastest mobile phone market in the world after China. Samsung
recently announced plans to double its smartphone marketing plans in Africa as
part of a strategy to bridge the continent’s digital divide and is currently
riding high on the global scene as the number one smartphone vendor. It is
enhancing its sales and marketing programmes in Africa to enable local mobile
phone subscribers enjoy Internet access on smart devices.
Mr. 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. Our consumers expect mobile devices
to fit seamlessly into their lifestyles and open the way to new experiences and
we are focused on delivering on this promise through Smart solutions for
Africa.”
The pan African tournament has yielded many success
stories. Priscilla Okyere’s story is probably the most inspiring one. This
teenager, who was discovered during the ARS tournament, is the current captain
of Ghana’s Under-17 National Girls’ team. She led her team to clinch the bronze
medal at the 2012 FIFA Under-17 Women’s World Cup in Azerbaijan.
There is a novelty this year: young people who are
not gifted with the ball at their feet will not feel left out as Airtel and
Samsung are poised to 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.
