.png){kind=small}
The world of luxury beverages thrives on strategic partnerships and influential figures and celebrities. In West Africa, Afrobeats sensation and Grammy nominated music icon, Davido is a force to be reckoned with when it comes to brand collaborations. Notably amongst his many endorsements, is his partnership with Pernod Ricard owned brand, Martell Cognac.
Popularly acclaimed as the most influential celebrity in Africa, Davido evidently cements this position with his successful and exciting partnership with Martell Cognac over the last 3 years.
With his over 40 Million Followers across Instagram and Twitter, Davido’s influence undoubtedly contributes to Martell’s growth as the overall Pernod Ricard Nigeria business growth is reported to have had 81% increase according to company CEO Alexandre Ricard in his article here
A strategic move to Martell
In 2021, BFA Talent Agency played an instrumental role in orchestrating the signing of Davido's from competing cognac brand to Martell which grabbed the attention of the entertainment and marketing industry.
According to BFA CEO, Bobo Ajudua, “A bidding war ensued over Hennessy, with Martell ultimately securing the coveted partnership. This move not only solidified Davido's brand image but also positioned Martell as a serious player in the Cognac and spirits industry not just in Nigeria, but across Africa.”
The impact extends far beyond sales figures. It highlights the growing importance of strategic partnerships and the evolving landscape of brand ambassadorship in West Africa. By aligning with Martell, Davido not only elevates his own brand but also contributes to reshaping the regional narrative of the spirits industry.
BFA Agency: The brains behind the move
The BFA Agency played a crucial role in securing this groundbreaking deal. Their strategic negotiations disrupted the market, challenging the dominance of LVMH in Nigeria, and establishing Martell as a major player.
This story goes beyond market share gains. It's a testament to innovation, influence, and strategic vision. Davido's partnership with Martell signifies a new era in brand ambassadorship, where authenticity, cultural relevance, and strategic alignment are key in West Africa.