Samsung and Airtel to support Africa's largest grassroots soccer tournament

Leading telecommunications services provider Airtel and Samsung Electronics Company Ltd have announced a partnership to support the largest under 17 soccer tournament on the African continent.

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

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

This initiative recorded a 65% growth in participation in 2012, which is expected to grow even larger this year. Aiming to identify and nurture future talent in Africa, it is supported by two of the biggest soccer clubs in the world – Arsenal FC and Manchester United.

George Ferreira, Vice President and COO of Samsung Electronics, Africa said, “Africa is the world’s youngest continent.”

Airtel has sponsorship agreements in place with Manchester United and Arsenal to develop emerging soccer talent in Africa and plan to utilize their globally recognizable brand assets to increase youth related commercial activity. The ARS has established itself as a strong platform for national teams’ coaches in Africa, and many young players of this program have since found a place in African Premier League clubs, as well as into their country’s national teams.