Kenya Breweries Limited’s flagship Tusker beer brand will partner with telecommunications powerhouse Safaricom PLC in a KES 30 million tech sponsorship aimed at enhancing the experience at OktobaFest, billed as East Africa’s ultimate beer festival.
The partnership brings together two of Kenya’s most iconic brands to create an unparalleled event for the expected 15,000 attendees. Safaricom’s involvement spans connectivity, youth engagement and digital payments.
“At Safaricom, we’ve pioneered powering digital lifestyles through M-PESA and become the biggest supporter of Kenyan communities, especially in music and sport,” said Safaricom CEO Peter Ndegwa at a press conference. “This partnership symbolizes two beloved Kenyan brands joining forces to showcase our culture and strengths.”
As lead connectivity partner, Safaricom will provide robust 4G and 5G networks via Cell on Wheels towers and fiber internet in key areas like registration, production and gaming. A custom Oktobafest data bundle will help attendees livestream performances and stay social.
“Tusker OktobaFest celebrates East Africa’s vibrant culture, so Safaricom is a perfect fit,” said Anne Joy Michira, marketing director at festival organizer East Africa Breweries Limited. “Together we’re crafting a truly immersive experience centered around Tusker, Kenya’s favorite beer.”
Safaricom will also engage youth through its Safaricom Hook platform, with activations focused on technology, careers and culture. Attendees can explore S-Hook by signing up onsite.
For quick and secure onsite payments, Safaricom is offering 10% cashback on all M-PESA purchases. Those who book Uber rides through the app and pay via M-PESA will get a custom 30% discount code: FEST2023.
Onsite charging stations and a Safaricom retail shop selling devices and accessories round out the activations. Staff will provide customer support throughout the two-day festival from Oct. 29-30.
