Africa’s largest grassroots soccer tournament backs Airtel and Samsung's support

Bharti Airtel (“Airtel”), telecommunications services provider with operations in 20 countries across Asia and Africa and Samsung Electronics Co., Ltd, a global leader in technology has announced a partnership to support the largest under 17 grassroots tournament on the African continent.

Under the multi-million dollar agreement, Samsung will also become the Official Device Partner of the Airtel Rising Stars (ARS) tournament.

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

The initiative recorded a 65% growth in participation in 2012 and looks set to grow even larger. It is also supported by two of the biggest soccer clubs in the world; Arsenal FC 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 soccer 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 the ARS alumni have been absorbed into Africa Premier League Clubs, as well as into their country’s national teams.

According to George Ferreira, Vice President and COO, Samsung Electronics, Africa “Africa is the world’s youngest continent. The proportion of youth in the region is higher than on any other continent. According to World Bank estimates, 60% of Africa’s population of more than 1 billion people are youth and it keeps growing rapidly. The number of young people in Africa is forecast to double by 2045. Our youth have the potential to be a great impetus for Africa’s development, provided that an appropriate investment in human capital is made. This investment will help spotlight Africa’s potential, and we are proud to be associated with such development.”

Commenting on the partnership, Andre Beyers, Chief Marketing Officer, 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 already the largest supporter of youth soccer 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. It not only showcases talent but most importantly for us, enables the young boys and girls to experience fun and enjoyment.”