Bharti Airtel inks pact with Arsenal for Africa

NAIROBI: Bharti Airtel today said it has signed a three-year partnership agreement with football club Arsenal which will allow the mobile operator to utilise the club's merchandising, hospitality and content rights in five countries, Nigeria, Zambia, Ghana, Uganda and Rwanda.

"Arsenal's exciting style of play and a history of working with the best talent from Africa will enrich this partnership and offer a wealth of opportunities for upcoming players and fans," Airtel Africa Chief Marketing Officer Andre Beyers said in a statement.

The partnership will allow Airtel customers in these five countries to win match tickets for the summer's pre-season tour fixture and receive club content and news on the handsets.

"Airtel will be designated as the official mobile operator of the 2012 Arsenal Tour to Nigeria," the statement added.

Arsenal will also support the 'Airtel Rising Stars' football programme, an annual, multi-country soccer initiative that offers young boys and girls the opportunity to showcase their talent to selectors in their respective countries.

"This is the second long-term partnership arrangement to arise from the continent and we look forward to developing a number of exciting initiatives with Airtel, starting with our forthcoming tour to Nigeria in August," Arsenal's Head of Global Partnerships Vinai Venkatesham said.