Nigerian Afrobeats singer Majeeed lands endorsement deal

The musician, recently unveiled in Lagos, will be the face of the company across various campaigns to amplify the company’s visibility.

According to BetBaba CEO Francis Ifie, the partnership is the latest strategic move to connect with the younger demographic, which resonates with both the artist and the brand.

“I am thrilled to be associated with BetBaba, a brand that values not just entertainment but also creates opportunities for young Nigerians to engage in sports and gaming in a fun and responsible way,” he said.

An Apple Music Up Next alumnus, Majeeed, signed to Dream Empire Music, is behind commercially successful singles including the Tiwa Savage-assisted ‘Gbese’, ‘Cry (Shayo)’, ‘Smile For Me’, and ‘Will I?’. His EPs include 2022’s Bitter Sweet and 2023’s Cheers To Life. In June, Dream Empire announced a plan for Majeeed to release two-track single packs each month from June to August, in partnership with American distribution company and record label EMPIRE, which launched operations in Africa in 2022.

His latest deal places him among artists like Davido, Tekno, Asake, and Phyno, all of whom have signed endorsement deals with betting companies in recent years due to the growing popularity of online sports games in the country.

In related news, fellow Nigerian singer Mr Eazi recently announced the launch of iGaming platform Choplife.ci for the Ivorian market, building upon his journey that began in 2017 as a brand ambassador for betting company betPawa. The musician said the move marked “a new era in African entertainment.