MTN scores $65m 2010 sponsorship

By Candice Jones, ITWeb online telecoms editor

Johannesburg, 03 Mar 2009

MTN officially kicked off its global Fifa 2010 Soccer World Cup sponsorship campaign this morning at the MTN Innovation Centre, in Johannesburg.

The company plans to make use of the boost the World Cup could provide. “We believe this World Cup will be the most watched in terms of mobile content and we will make use of that platform,” explained MTN CEO and chairman Phuthuma Nhleko, at this morning's ceremony.

To those sceptics who believed we couldn't do it, we dash their hopes of having the Soccer World Cup hosted at an alternative venue.
Dr Nkosazana Dlamini-Zuma, minister, foreign affairs

The cellular operator is currently in a closed period and would not give figures regarding the sponsorship. However, in 2006, it announced it had secured a global sponsorship deal for the event, and would invest $65 million (R462 million, at the 2006 exchange rate) over a four-year period.

Nhleko added MTN will also make use of the spend for 2010 as a future developer for the country and the company itself. “We have invested $2 million in the East African submarine cable and the West African undersea cable. This kind of investment in infrastructure is a legacy following the World Cup,” he explained.

MTN is the first African business to become a global tier two sponsor of the much anticipated event, joining the likes of household brand Coca-Cola. “We are proud to be a small part of this prestigious event,” concluded Nhleko.

Heavy hitters

This morning's showcase of the marketing campaign to come hosted minister of foreign affairs Dr Nkosazana Dlamini-Zuma, local organising committee (LOC) chairman Dr Irvin Khoza, and a variety of international dignitaries from across the continent.

Speaking at MTN this morning, Dlamini-Zuma said the South African government welcomed the participation of public business in the much-anticipated soccer spectacle. “We are proud of MTN as a company and glad they have chosen to participate,” she said.

The minister explained she hoped the campaign would start to produce a more positive outlook by South Africans on the success of the coming World Cup. “Hopefully, through this campaign launch, we can convey the unequivocal message of our readiness to host this event.”

She noted that those who were still unconvinced would be disappointed. “To those sceptics who believed we couldn't do it, we dash their hopes of having the Soccer World Cup hosted at an alternative venue.”

As part of the marketing around the sponsorship, MTN has chosen to support an initiative to eradicate malaria on the African continent. Nozipho January-Bardill, MTN's executive for corporate affairs, explained the company would distribute mosquito nets wherever it has a footprint.

The LOC says the heart of MTN's campaign is that 2010 will be the best World Cup ever seen. “Firstly because we will be ready; the stadiums are on time, or ahead of schedule. Secondly, because the World Cup will not be hosted by officials, but by 45 million people. Finally, we will succeed because we have committed people working to make it happen.”

While the 2010 World Cup is expected to attract a cumulative international audience of 30 billion, MTN will have a presence in 21 countries, reaching 500 million people, it said in 2006.