With the payoff line “One spirit. One game. One African sponsor”, this is arguably the most ambitious advertising campaign by an African company. The campaign will be carried in the world's largest television channels, radio stations, magazines, billboards and newspapers in Arabic, English, French, Greek and Portuguese. This will also be supported by various local media vehicles in countries where MTN operates.
The advertisement features scenes from various countries in Africa and the Middle East where a young man is going around capturing the spirit of the game to bring it to the World Cup audiences in 2010. Go to www.mtn.com to view the TV advertisement.
As part of the launch of MTN's global campaign, the group will also donate up to R3 million for goals scored at the Africa qualifiers for the 2010 FIFA World Cup South Africa, which start this weekend. The proceeds will go towards supporting those displaced and affected by recent events in South Africa. This latest donation is in addition to the R2.1 million already handed over to the Red Cross.
This gesture is in line with the Local Organising Committee's 2010 slogan for the tournament, “Ke nako - celebrating Africa's humanity”, which resonates with the values of MTN, South Africa and Africa as a whole.
MTN group president and CEO Phuthuma Nhleko has pledged a further R3 million to MTN's over R2 million contribution in support for the victims of the violence that has swept South Africa, displacing thousands of foreign nationals and locals.
In a significant move to reaffirm its affinity to and passion for Africa and its commitment the success of the 2010 FIFA World Cup, MTN will donate R10 000 for every goal scored at the 92 Africa qualifying games to be played from 31 May - 22 June 2008. This amount will be capped at R3 million. MTN has already handed over to the South African Red Cross Society a cheque for R1.5 million and clothes and other items valued at over R670 000.
Says Nhleko, “It is now time to show MTN's commitment to the greatest tournament ever and we could not do so without addressing the current scourge facing our country. In response to the humanitarian need, we are making this contribution to send the message that these unfortunate events and the negative behaviour of a few do not reflect the values of MTN, South Africa and the continent. We believe in South Africa's ability to successfully host the 2010 FIFA World Cup South Africa.”
MTN is also the title sponsor of the Confederation of African Football's African Champions League and has been a title sponsor of the Africa Cup of Nations since 2006 (Egypt) and continued its involvement with the tournament in 2008. In 2005, MTN announced the sponsorship of Africa's biggest football website, http://MTNfootball.com, the only Pan-African website of its kind offering extensive coverage of football.
The MTN Group's sponsorship of the 2010 FIFA World Cup affords the multinational mobile operator exclusive mobile content rights for Africa and the Middle East, as well as global marketing rights.
