Celebrity advertising in Africa

The highly developed economies of Europe and America have been saturated with celebrity endorsement for decades.

This has created an environment whereby celebrities can demand high fees but companies receive very little return on investment after this initial expense. However, the African continent is a different story.

Technology is helping to rapidly develop the economies of countries and, as they do so, companies can see more returns from partnering with both African and global celebrities.

Gambling

Since 2020, the gambling industry in Africa has gone through a period of rapid growth. By 2030, the industry is expected to be worth $6 billion.

As such Africa has seen an influx of gambling companies to the market. For example, in Zambia, Bwin has taken its first steps and opened operations. It gives gamblers the chance to gamble on their Zambia casino online. This offers several products to gamblers, including slots, blackjack and roulette, as well scratch cards and instant win games. 

As gambling technology develops and so too the industry in Zambia, it will mirror that of neighboring country South Africa. Boasting a more developed betting industry, it sees celebrities such as Kevin Pietersen, Jean De Villiers and Phumudzo Manenzhe, a former soccer player, advertising gambling products. 

Perfume

Britney Spears, Jennifer Lopez and Beyonce are some of the names associated with famous perfumes which sell globally. Other slightly odder perfume partnerships include Gwyneth Paltrow who released a range herself.

While these celebrities don't own their own brands, they partner with well established perfume houses to create a smell that will suit the preferences of their existing fans.

On the African scene, Akon, the famous Senegalese rapper owns his own fragrance called "Konvict". Nonhle Thema, the South African, has her own fragrance called "Precious Ivy" while businessman Tbo Touch released a fragrance for women nearly a decade ago which he named "Touch Femme".

Fashion

Another industry that relies heavily on celebrity endorsement is the fashion industry and Africa is no different. In sub-Saharan Africa, the industry is said to be worth over $30 billion, meaning there is a huge incentive for fashion labels to advertise their products.

Focusing on Zambia, this year, revenue will reach close to $40 million, according to Statista. One of the country’s most famous musicians has followed the lead of global celebrities and created their own range of clothing. 

In 2020, Jay Rox partnered with Afrishop to create a sneaker collection as well as clothing. Leveraging his fame in Zambia as well as neighboring countries the musician has been able to promote his new range to existing fans.   

Celebrity endorsement makes sense for companies who wish to grow their retail brand. It is a proven marketing technique with plenty of famous case studies. As the retail industry grows in African countries, we are sure to rise in both domestic and international celebrities partnering with brands.

Also, with the increasing influence of social media on the world, the globalization of African culture will increase and continue to grow in the developed world.