Africa’s economy and digital landscape are expanding rapidly, making it a new big market for many industries. However, marketing dynamics in Africa differ from those in other markets. The need for authenticity and trustworthiness in brand representation has led companies to partner with local ambassadors. These ambassadors play an essential role in endorsing services or products.

More than catchy slogans on banners and insightful TV commercials are needed to establish a brand in Africa. To achieve success, it is undeniable that a trustworthy brand ambassador from the targeted country is required. As a result, there is a growing market for brand ambassadors in Africa, with their influence steadily increasing. Join us as we explore a few cases highlighting how essential brand ambassadors are in Africa.

Online Casinos and Sportsbooks Leading the Way

iGaming was among the first industries to understand the potential of brand ambassadors, so they started to harness it early on. Influential casino brand ambassadors from various artistic backgrounds flooded the market to bring their followers toward the respective operators. 1xBet is one of the companies that understood the impact of ambassadors and quickly amassed a long list of stars to back their products:

• David Adedeji Adeleke “Davido” – in 2020, the celebrated Nigerian rapper entered into a lucrative partnership with 1xBet, a sportsbook with a presence across several African countries. As the face of 1xBet across the African continent, Davido has taken up the mantle of ambassador, vocally endorsing the esteemed bookmaker’s principles and values
• Mwila Musonda “Slapdee” – the same year, 1xBet expanded their network of ambassadors with Zambian rapper Slapdee
• Mark Angel – one of Nigeria’s most successful comedians, partnered with 1xBet in July to highlight the betting company’s strategy of diversifying their ambassadorial roles beyond musicians and athletes
• Samuel Eto’o -the Cameroonian football legend Samuel Eto’o joined the team of ambassadors of 1xBet in 2023. It is expected that Eto’o will use his football legacy to promote the brand throughout the continent.

The Fashion and Automotive Industries Followed Suit

In 2021, the automotive industry saw Isuzu partnering with Kgothatso ‘KG’ Montjane, a wheelchair tennis player and the first black South African woman to compete at Wimbledon. Kgothatso, who has been named South Africa’s Disabled Sportswoman of the Year multiple times, was a natural fit for Isuzu. This partnership aligned well with the car company’s involvement in the African sports landscape, mainly through its #IsuzuLegends marketing campaign.

Another example of a successful brand ambassador strategy comes from Hugo Boss. The global fashion powerhouse signed a sponsorship agreement with Senegalese-born Khaby Lame. The TikTok superstar has over 130 million followers on social media 

Stars with African Origins that Engaged in Ambassador Roles

Sofia Boutella, from Algeria, is not just trying to defy gravity and transcend the ordinary; her journey is also a powerful testament to women’s athletic prowess. Her background as a professional dancer adds depth to her narrative, showcasing exceptional talent and determination. Sofia is renowned for her skill and serves as an inspiration for women aiming to excel in sports. It’s no surprise that Nike selected her as a representative for Nike Women, recognizing her not just as an athlete but as a symbol of strength, grace, and limitless potential.

Idrissa Akuna Elba, the exceptionally gifted British actor of Ghanaian and Sierra Leonean heritage, clinched a Golden Globe for Best Actor in a TV Series this year thanks to his stellar portrayal in the BBC drama Luther. Beyond the limelight of acting, Idris has also embraced the role of brand ambassador for Glaceau Smart Water.

Genevieve Nnaji, dubbed “the Julia Roberts of Africa” by Oprah on her iconic TV show, continues to enchant African audiences with her unwavering brilliance. A former CNN Connector of the Day, Genevieve’s influence extends beyond cinema, as she now serves as the global brand ambassador for Luna Milk. Her continuous journey solidifies her as a radiant figure in the international entertainment scene.

Final Words

Brands across many industries are tapping into the influence of brand ambassadors. With their immense following and positive image among fans, these influencers can substantially enhance a brand’s presence on the continent. The future looks promising for more such collaborations, as Africa continues to be an attractive and rapidly expanding market.