According to ENCOMIUM Weekly the four major telecoms giants, MTN, Glo, Airtel and Etisalat have invested about N2 billion in signing up Nigerian stars of music and film as brand ambassadors.
In the celeb endorsement game MTN & Glo are the front runners with 21 ambassadors each. Etisalat has 6, while Airtel has 1. Glo expended over N600 million on their current ambassadors, MTN N500 million, Etisalat, N 190 million and Airtel, N30 million. In 2010, P-Square broke the bank when Globacom scooped them up as brand ambassadors with an endorsement deal reportedly worth N240m.
Back in 2007 Glo signed on a host of Nollwood actors and actresses like Chioma Akpotha, Desmond Elliot, Uche Jumbo, Mike Ezuruonye, Ini Edo, Ramsey Nouah, Monalisa Chinda, Rita Dominic, Funke Akindele, Kunle Afolayan, Van Vicker and Odunlade Adekola. Each deal was worth between N10 million and N25 million.