Nigeria: Asake lands brand endorsement deal

Asake is the company’s first endorsement partner in the country and will be the local face of Parimatch in various advertising campaigns.

“We are excited to officially announce Asake as our brand ambassador,” Parimatch said. “Just like music, sports betting is a form of entertainment. At Parimatch, we have a goal to cement our footprint in Nigeria and we believe that this partnership would get us there.”

Asake expressed excitement about the arrangement, saying: “Parimatch connects with not just my person but also my music. The brand is fun, creative and innovative. Join me on this exciting journey.”

Asake’s announcement arrives on the heels of his selection to the YouTube Black Voices Fund Music Class of 2023. He was picked alongside other African acts including fellow Nigerian Bnxn, Ghana’s Gyakie, Kenya’s Ukweli, South Africa’s Kamo Mphela and MashBeatz, as well as British-Ghanaian DJ and producer Juls.

As a grantee, Asake will receive dedicated partner support and seed funding for the development of their channels as well as training and networking programmes focused on production, fan engagement and well-being.

Best known for his breakout song ‘Omo Ope’ featuring Olamide and other popular submissions such as ‘Sungba’, ‘Peace Be Unto You’ and ‘Joha’, Asake is also behind the eponymous 2022 EP. His debut LP Mr Money With The Vibe melds the in-vogue African sounds of Afrobeats and amapiano.