Africa: Pan-African Mobile Coverage of UK Football Tournament


The mobile content firm, MTech and OSMi, a sports marketing company say that they have won the rights to power a ground-breaking mobile Premier League highlights and news service across the African continent (excluding South Africa). The Premier League is a UK football (soccer) tournament.

The new offering will provide near-live coverage of all the 380 Premiership matches in the 2007/2008 season, individual match and weekend 'round-up' highlight packages as well as SMS competitions and other mobile content. MTech will go live with the service in Nigeria and across sub-Saharan Africa when the Barclays Premier League begins on the 11th August, with operator partnerships to be announced shortly beforehand.

"The popularity of the Barclays Premier League is at fever pitch across the continent. African newspapers devote huge space to match reports, and radio talk shows feature heated debate between rival supporters," said Chika Nwobi, Managing Director at MTech. "Combine this popularity with the potential that mobile content is showing in Africa and you have a winning proposition."

"During the 2006/2007 season we received over 5 million subscribers to our Premiership-related SMS News service," added Chika Nwobi. "This was a significant achievement and we are confident that the new service which includes near-live video and pictures will easily surpass that figure in 2007/2008."

East Africa: Coca-Cola East Africa and MTV Base connect with East African Youth in landmark marketing alliance

The Coca-Cola Company and music channel MTV base are entering into a major marketing alliance that will partner the two brands on air, on-the-ground and on pack. The two companies are joining forces to activate MTV Coca-Cola VJ Search & MTV Coca-Cola Xpress, an integrated 360-degree sponsorship campaign and TV show targeting young music lovers, the youth and young adult community in East Africa.

Under the terms of the deal, Coca-Cola will build on its strong association with music in East Africa by becoming the exclusive sponsor of MTV Coca-Cola VJ Search & MTV Coca-Cola Xpress, an exciting combination of grassroots’ talent search and TV music chart show running from July to December 2007. Heavyweight promotion for the campaign commences on-air in July 2007, before MTV base and Coca-Cola embark on a joint quest to find MTV’s first ever TV presenters (VJs) from the region, via an extensive audition tour reaching three cities in Kenya, two in Tanzania and one in Uganda. The finalists will go on to compete in a series of live TV ‘finals’ where the new presenters for Kenya, Tanzania and Uganda will be chosen by a panel of celebrity judges, MTV base, Coca-Cola and members of the public voting via SMS. The three ultimate winners earn a bone fide contract to host TV show MTV Coca-Cola Xpress.

Compelling TV programming from the MTV Coca-Cola VJ Search will be aired on TV from August 2007 in MTV base programme ‘blocks’.

Commented Judy Kiruri, East Africa Marketing Manager, Coca-Cola East Africa, ‘With this campaign, Coca-Cola is underscoring its reputation for creating new and unique experiences for our consumers while cementing our brand’s association with the cutting edge of music and youth. By partnering with MTV base on this project, we are paving the way for youth to express their passion for music and entertainment via this dream-come-true opportunity.’

Commented Alex Okosi, Vice President & General Manager, MTV Networks Africa, ‘MTV base has built a reputation in East Africa for creating imaginative, one-of-a-kind experiences and TV programmes which profoundly engage and connect with young adults. We’re delighted to partner with Coca-Cola on this wonderful project, which will excite the imagination and ambition of young music fans, and create even more opportunities for them to interact with our two brands in innovative and rewarding ways.’