Zimbabwean international financial services company Mukuru.com recently announced a couple of sports sponsorship deals aimed at boosting brand awareness while demonstrating the company’s commitment to excellence and its recognition of Africa’s rising global stature in both fintech and sport.
Mukuru will be a shirt sleeve sponsor of English Premier League side Crystal Palace for the 2022/23 season, while it simultaneously struck a naming rights deal for the top Malawi Super League Team, The Mighty Wanderers FC, and a sponsorship arrangement with Springbok legend Tendai “The Beast” Mtawarira.
The English Premier League is one of the most-watched soccer leagues in the world, with a massive following across Africa and the African diaspora. “The Premier League is home to a wide range of very talented African players who have left their home country to pursue their dreams elsewhere. This inspires the Mukuru customer to continue pursuing their dreams and fills them with the belief that their journey from their home country to pursue a better life can result in something beautiful.” says Mukuru CEO Andy Jury in a statement.
Beyond the Crystal Palace deal, Mukuru wanted to demonstrate that even though the English Premier League represents the pinnacle of soccer achievement, local leagues on the African continent are also home to incredibly passionate and proud players and fans. “We are excited to have struck a deal, in consultation with the Football Association of Malawi, with one of Malawi’s top Super League teams, the Mighty Wanderers, and with the naming rights, they will be called the Mighty Mukuru Wanderers” Andy Jury's statement continues.
Outside of soccer, sports of all types are important to Africans, and sport is often seen as a stepping stone to a better future, this leads to a sponsorship arrangement with Zimbabwean-born Springbok legend Tendai Mtawarira. “Mukuru started in my homeland in Zimbabwe and what this brand does is amazing in the way it connects Africans all around the globe, giving them the ability to provide for their families back home. I remember a certain time when I was trying to provide for my mom and family back home in Zim and Mukuru is that solution, made it easy to send money back home. Another thing that I love about the Mukuru brand is that it has a Pan-African approach, as I identify as a Pan-Africanist at heart myself. This brand is truly something special” says Beast. “The Beast, as he is affectionately known around the world, is a hero figure and role model of unity, power, and commitment, all underpinned by sporting excellence,” says Jury.
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