Nigerian superstar Ayodeji Balogun popularly known as Wizkid has forged an illustrious legacy through chart-topping hits and massive endorsement deals alike.
With a reputed net worth surpassing $26 million, the Grammy winner exemplifies how African acts can resonate worldwide. Let us explore some of the endorsement deals that amplified his brand and bank balance.
From luxury brands to telecom giants, Wizkid leveraged his cross-genre appeal to ink lucrative sponsorship agreements. Whether promoting Ciroc or broadcasting Pepsi slogans, the dynamic artist monetized his global influence to amass substantial wealth. Concurrently, such affiliations with esteemed companies raised awareness of Nigerian creativity on the global stage.
Below is a detailed look into the notable endorsement deals by Wizkid over the years.
1. Pepsi: The beginning of a global brand partnership (2012)
May 2012:At 22,Pepsi’s highest Paid 🌍ambassador, $350,000 deal for 1 year.
May 2013: At 23,N45 Million 1 year deal with MTN-highest Paid
Sept 2013: The youngest on Forbes Top 10 Richest African artists list (#5)4:Wizkid on IG 2013-We going for #1 spot.The 🐐 🙌#WizKidAt34 pic.twitter.com/TGPMmLTOp0
— Wizkidisthegreatest (@WizkidtheLegend) July 16, 2024
Firstly, Wizkid’s lucrative endorsement deals established his brand on a global scale. In 2012, the superstar inked a landmark $350,000 contract with Pepsi to promote their products, amplifying his reach beyond Africa’s shores. This pioneering partnership with one of the world’s largest companies was among Pepsi’s initial high-profile collaborations with an Afrobeats artist. By spotlighting Wizkid internationally, the campaign accelerated the growing popularity of his genre on a global platform.
2. MTN Nigeria: Strengthening local appeal (2013)
Secondly, the chart-topping artist subsequently joined forces with leading Nigerian network MTN in 2013. Originally a one-year agreement, both parties opted to expand the mutually beneficial deal for two additional terms due to its commercial success. Leveraging Wizkid’s mass appeal, the telecommunications brand effectively connected with younger demographics through the endorsement. His widespread fame within the country undeniably boosted recognition for MTN.
3. Guinness Nigeria: A showcase for Afrobeats (2013)
Meanwhile, later in 2013, Wizkid partnered with Guinness Nigeria to promote the extravagant Guinness World of More concert, held at the luxurious Eko Hotel and Suites in vibrant Victoria Island, Lagos. This collaboration marked more than an endorsement; it offered Wizkid a colossal platform to showcase his remarkable talents to a mammoth crowd, solidifying his status as one of Nigeria’s most electrifying performers. Moreover, the spectacular concert established his prominent presence in Nigeria’s affluent corporate sector as a widely sought-after influencer.
4. GLO: A lucrative transition from MTN (2015)
However, after parting ways with the telecommunications giant MTN, Wizkid astutely signed a new endorsement deal with rival telecommunications titan GLO in 2015, valued at a sizable N128 million. This immense, high-value contract underscored Wizkid’s formidable negotiating prowess and ever-growing popularity. By selecting thriving GLO, he further reinforced his alignment with brands that genuinely value his broad appeal to Nigeria’s vibrant youth.
5. Nike: A partnership with a global sports giant (2018)
Additionally, in the year 2018, Wizkid became an integral part of a momentous five-year partnership between the apparel company Nike and the Nigerian Football Federation, serving as their model and ambassador. This collaboration not only marked Wizkid’s entrance into his first major sports sponsorship but also propelled his brand into the athletic and sportswear industry, a noteworthy crossover from his musical roots.
6. Ciroc: A stylish partnership with a premium brand (2018)
Tb to 2018 when Wizkid signed a a multi-million deal with Ciroc, a brand of eau de vie vodka.
This mouth-watering deal made Wizkid become the biggest face of the alcoholic beverage Vodka company from Africa.
Baba Nla🐐!! pic.twitter.com/3Awvk6h14j
— SAMEE (@starboysamee) March 25, 2023
Furthermore, during that same year, Wizkid added a premium beverage endorsement to his portfolio by becoming the Nigerian representative of Ciroc Premium Vodka. Reportedly valued at three hundred million naira, this extremely lucrative partnership highlighted Wizkid’s appeal within the luxury market and further solidified his image as a global trendsetter. By aligning with Wizkid, Ciroc helped connect with the Nigerian population and capitalize on the rising international popularity of Afrobeats music.
7. Dolce & Gabbana: Stepping into the world of high fashion
Wizkid became the first African artist to grace the run way for international fashion brand, Dolce and Gabbana.#WorldWizkidDay pic.twitter.com/0TKtLONpOh
— B L G 🦅🪔🦉 (@desire_blessyn) February 3, 2020
Consequently, in a move that showcased his international influence, Wizkid signed an endorsement deal with Dolce & Gabbana, where he earned a reported $10,000. Representing an African artist in a major international fashion brand was groundbreaking, as it showcased the growing influence of Afrobeats in the global fashion industry. His collaboration with Dolce & Gabbana further cemented his status as a trendsetter and style icon.
8. United Bank for Africa (UBA): A major financial deal (2019)
In August 2019 Wizkid was officially announced by UBA as their ambassador.
This deal is the biggest deal in Africa and is reportedly said to be worth over 3 million dollars.Making the loudest moves in silence.
A king I Stan#WorldWizkidDay pic.twitter.com/oW3AQU2AXZ
— 𝚆𝚎𝚝 𝚆𝚒𝚣𝚒𝚍 (@_ElectricVibex) October 6, 2022
Basically, one of Wizkid’s largest endorsement deals came when he signed with United Bank for Africa (UBA) for $3 million. This partnership aligned him with a respected African financial institution, making him a key influencer for one of the continent’s leading banks. The deal demonstrated how Wizkid’s appeal spans industries, making him a valuable partner not just for consumer brands but also for corporate entities.
9. Puma: A global icon in sportswear (2020)
Wizkid becomes the new face of PUMA sport wear.
Congratulations to him pic.twitter.com/eeruNnaZ2Y
— Naija (@Naija_PR) October 24, 2020
Lastly, in 2020, Wizkid secured an endorsement deal with sportswear powerhouse Puma. This deal positioned Wizkid alongside global music and sports icons who endorse the brand, further expanding his reach within the sports and lifestyle market. Through this partnership, Wizkid represented African talent on the world stage, reinforcing Puma’s commitment to diversity and cross-cultural collaboration.
The influence of Wizkid’s endorsements on his brand
So, Wizkid’s endorsement deals have been instrumental in expanding his brand beyond the music industry. His collaborations have spanned from beverages and telecommunications to fashion and financial services, reflecting his wide-ranging influence and appeal.
Through these endorsement deals, Wizkid has not only increased his wealth but has also contributed to elevating the profile of Afrobeats on the global stage. With his clothing line Star Boy and his record label Starboy, Wizkid continues to shape his legacy both as an artist and as an entrepreneur, creating opportunities for upcoming talents and solidifying his status as an African cultural ambassador.
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