MTN Nigeria has awarded N45 million to selected youth-led startups operating in sectors such as health technology, fintech, education, and the creative industry.
 
HubPharm Africa emerged as the top winner, receiving N15 million, while other businesses including Coconoto Ltd and Rava Send also secured funding support.
 
The initiative, which saw 30 young businesses present their ideas for funding and support, is at the core of its youth-focused campaign known as ‘Live It 100,’ which uses music, innovation, gaming, business and entertainment to support young Nigerians and their growing influence in the digital economy.
 
The campaign was introduced through a partnership with youth platform, The Gathering, and featured a 100-hour non-stop experience held at the National Stadium in Surulere, Lagos, from April 22 to 26, 2026.
 
Unlike many corporate events focused heavily on branding and celebrity appearances, the ‘Live It 100’ experience centred more on youth participation, creativity, networking and innovation.

Thousands of young Nigerians attended the event, while millions followed activities online through digital platforms and social media.
 
Speaking on the initiative, MTN Nigeria CEO, Karl Toriola, explained that the company wanted to create opportunities for young people rather than dominate the spotlight.
 
“The Gathering is the fire; MTN is the oxygen,” he said, noting that the company’s role was to provide support, platforms and opportunities for young Nigerians to thrive.
 
Chief Marketing Officer, Onyinye Ikenna-Emeka, also said the campaign reflects a new direction in how brands engage with young people.
 
She explained: “The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians. We recognise that traditional business engagement doesn’t always work for this generation, which is why we empowered the youth to lead. By supporting The Gathering, we are not just celebrating culture; we are fueling the young Nigerian through youth-led innovation and actively investing in their economic potential.”