South African award-winning musician Lira and Samsung Electronics yesterday sealed a three-year ‘lucrative’ deal that will make the Afro-soul singing sensation the new Samsung brand ambassador for home appliances across Africa.
In terms of the deal, Lira – real name Lerato Molapo – will from now on feature in Samsung advertisements and marketing engagements across Africa. Although the two parties did not disclose the financial value of the deal, a source close to the matter told Moon of the South that the deal could have reached a multimillion rand mark.
Samsung is one of the major sponsors of the Orange Africa Cup of Nations currently taking place in South Africa. In 2008, Samsung signed a multimillion dollar deal with CAF to sponsor Afcon, and the deal is set to last until 2015. The South Korean multinational company is also said to be playing a ‘vital’ role in the Orange African U-20 Championship.
The multi-platinum muso, who performed at the event’s opening ceremony, yesterday visited the Samsung Fan Zone in the posh suburb of Sandton City in Johannesburg.
The 34-year-old singer is the former ambassador for Samsung South Africa in the home appliances division.
Samsung South Africa head of marketing and corporate communications Michelle Potgieter said: “We are delighted and honoured to extend Lira’s ambassadorial role. Our brand has been growing significantly in Africa and there is no better person to associate this positive and vibrant expansion with.
“Lira represents the opportunities that exist in Africa and she showcases the new Africa that we are excited to be a part of.”
Lira said: “I was thrilled when Samsung asked me if I would like to extend my agreement and be the ambassador for not only South Africa, but the rest of the continent.
“As a brand, Samsung has made huge entries into Africa and represents the growth and opportunities we are seeing as Africans. I’m excited to be a part of their expansion, and this is directly in line with my passion and desire to see Africa rise and shine on the global stage.”
Samsung operates in 32 African countries, employs 227 000 people across 75 countries with an annual sales of over 143 billion USD.
*Photo Supplied. South Africa’s award-winning musician Lira.