Afrobeat sensation, Davido, is reshaping the landscape of celebrity endorsement by becoming an integral part of the brand’s strategy, with a focus on long-term partnerships, equity stakes, and active involvement in brand development.

Davido’s partnership with Martell Cognac, not only elevated him to a brand force, driving significant growth for companies across various sectors.in Africa, but also reflects an innovative approach to brand deals setting him apart from traditional celebrity endorsements, his media team had said.

This strategy masterminded by his legal advisor, Bobo Ajudua, aims to further elevate the music icon and strengthen his standing as a brand force.

The Martell Cognac deal for example, has been described by his team as ‘effective in Africa’s dynamic markets’ because “his endorsement has significantly boosted Martell’s sales in Nigeria, particularly among younger, affluent consumers. Similarly, his collaboration with Infinix Mobile has propelled the smartphone brand to new heights, especially among tech-savvy youth.

“By securing equity stakes in these brands, Davido isn’t just a celebrity endorser; he’s a strategic partner. This approach empowers African celebrities to become active participants in the economic development of the continent,” his team in a statement explained.

They said Davido is not just a musical icon; he’s a shrewd businessman who’s reshaping the landscape of celebrity endorsements in Africa and by securing equity stakes in these brands, Davido isn’t just a celebrity endorser; he’s a strategic partner.

“This approach empowers African celebrities to become active participants in the economic development of the continent hence, Ajudua’s model is perfectly suited to Africa’s unique business environment,” it noted.

Therefore, by leveraging the influence of African celebrities, brands can tap into a vast and passionate consumer base and as more African celebrities adopt this approach, it is believed to have the potential to revolutionise the landscape of celebrity endorsements and drive economic growth across the continent.