Yaya Touré is the new face of Airtel in Africa

Telecommunications giant Airtel has just announced that Ivory Coast’s captain and Manchester City’s midfielder Yaya Touré will be the brand’s new ambassador for Africa, positioning itself to capture the youth market in Africa. The deal will see Touré serve as the face of the company in its new marketing campaign.

Riding on the celebrity’s popularity, Airtel launched a campaign dubbed “It’s Now”, which seeks to nurture and grow talent in Africa through sports, lifestyle and music. At the same time, the campaign aims to provide customers with access to connectivity and technological solutions.

Visiting Airtel Africa CEO Christian de Faria said the campaign reiterates the company’s commitment to support youth in Africa as well as drive economic growth by unlocking people’s potential.

“We are excited to be signing the pact with Touré, who is respected in Africa and beyond. As the first player to win the African Player of the Year award four consecutive times, Touré is an inspiration to everyone working to achieve their potential and striving to be their best every day,” de Faria said.

The campaign seeks to nurture and grow talent in Africa through various consumer touch points such as sport, lifestyle and music.

The deal between Airtel Africa and Yaya Touré will see the player support all of Airtel’s corporate social responsibility aimed at empowering the youth across the continent.

The brand has already prroduced different materials to be used for the campaign and a TVC that can be seen below these lines: