Sportsmen and women are considered role models by many fans of sport, and global brands are aware of this, as well as the popularity that some of these professionals command in the markets they wish to capture.
African sports professionals are no different, and as a result of their fame and popularity with fans around the world, many sportsmen from Africa have agreed deals to appear in advertisements to endorse brands.
We take a look at 8 brands that are endorsed by African sportsmen.
The four-time African Player of the Year is a popular figure on the continent for his soccer achievements, and the brands that have come calling include the likes of Nissan, Airtel and Puma. Toure features in an Airtel advert that sees him playing soccer with a number of kids in a dusty pitch, before telling the audience that he is living his dream, and now it is their turn.
The South African golf champion is a veteran of the game, and holds respect the world over for his golfing prowess and down to earth attitude. He has a thriving golf course design business with 11 course already open and seven more under development. In the advert Els using a Adams Golf club that allows him to hit the ball further than usual thanks to its specific technology. Els is visibly thrilled with the club, endorsing the brand with great value. The Adams video uses the #ownthesecondshot hashtag to illustrate the advantage of using their clubs.
The Ivorian soccer legend has enjoyed a long career at the top of the game, having represented a number of European teams including Marseille, Chelsea and Galatasaray, before his most recent adventure in the MLS with Montreal Impact. In this advert the all-time Cote D’Ivoire top scorer is taken through a step by step look through his career using various descriptive words and flights around the world courtesy of Turkish Airlines in an effort to answer the question: How do you make a Didier?
Springbok rugby prop Tendai Mtawarira is affectionately know as ‘the beast’ because of his raw strength on the field of play, but this gentle giant is a very friendly person that fans easily relate to. For this reason Vaseline chose him as the ideal ambassador to feature in their advert, with the big rugby player taking on a group of cute kids in a scrum, with the children overpowering him. At least he still has well-moisturised skin.
French energy drink Power Horse saw the endorsement from Togo striker Emmanuel Adebayor in this rather odd ad that aired on television. In the advertisement, the player is filmed showing off some skills while drinking Power Horse energy drink before dancing, pouting, and whispering the brand’s tag line, ‘take it on’.
South African fast bowler Dale Steyn is a fiery character on the cricket oval, but in this television advertisement he endorses New Balance shoes in an interesting way. In this humorous video Steyn mimics a toddler for an entire day, following the kid around and copying his movements from morning to night, with the premise being that we are all born athletes, with great amounts of energy, and we must keep pushing to become great athletes.
Chelsea’s Nigerian midfielder John Obi Mikel benefited from a lucrative endorsement with brewer Amstel Malta, making a reported sum of $4 million from the deal. The commercial above attempts to tell the story of Mikel’s rise from playing on the streets of Jos in Nigeria to turning out for English Premier League club Chelsea, as well as representing the Super Eagles at the World Cup. In the ad he features alongside Nollywood star Genevieve Nnanji, who also has her rise documented in the advert.
The advert above is in Arabic, as it was targeted to an Egyptian audience, and it features one of the best young talents coming from the African continent from a soccer perspective. Mohamed Salah is an Egyptian striker who currently plays at Italian club Roma. In the video he is shown training and representing Roma, with patriotic Egyptians proudly celebrating his achievements and wanting to emulate him.