Kwesé TV has named Nigerian footballer John Obi Mikel as its first brand ambassador as the 2018 Fifa World Cup prepares to kick off in Russia.
Kwesé TV said Mikel will represent the company across Africa and will feature in all of its advertising campaigns.
Joseph Hundag, CEO of Kwesé’s parent company Econet Media, said: “In choosing the right personality to partner with our brands we wanted someone who embodies what we stand for as an African broadcaster.
“Mikel represents exceptional sporting talent and is loved by fans across the continent. His commitment to excellence and his work to improve the sporting talent of the next generation of athletes made him the perfect choice for us.”
Mikel said: “It’s a pleasure and honour to be asked and today become the official ambassador of Kwesé TV.
“I am excited to work with a media network that is redefining broadcasting in Africa. As in my football career, it was important to me to represent an organisation that puts fans and customers first.”
Mikel is one of Nigeria’s top football icons. He is currently a midfielder at Chinese club Tiajin TEDA and captain of the Super Eagles, Nigeria’s national team.
He is also the founder of the Mikel Obi Africa Children’s Sports Foundation, which Kwesé TV will invest in. The foundation aims to alleviate poverty by empowering young Africans through sports.
Kwesé TV is the official broadcaster of the World Cup. It will air matches on its free-to-air channel Kwesé Sports and also make them accessible live on terrestrial TV and radio stations.