Airtel, Samsung to support grassroots football

By Oscar Pilipili

Bharti Airtel and Samsung Electronics have unveiled a deal to support grassroots football in Africa.

In Kenya, the partners will support term two ‘B’ National Schools Games christened Airtel Rising Stars (ARS) Tournament.

Under the multi-million dollar agreement, Samsung will become the official device partner of ARS tournament.

Working with various educational institutions in 17 English and French speaking countries, the youth football initiative involves 0ver 18,000 teams and more than 400,000 young boys and girls across the continent.

The initiative recorded a 65 per cent growth in participation last year and looks set to grow even larger.

It is also supported by two of the biggest football clubs in the world; Arsenal 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 football 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 its 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 said: “Africa is the world’s youngest continent. The proportion of youth in the region is higher than on any other continent.”

“Our youth have the potential to be a great impetus for Africa’s development, provided that an appropriate investment in human capital is made,” he said.

“This investment will help spotlight Africa’s potential, and we are proud to be associated with such development,” he added.

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 the largest supporter of youth fotball 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.