Some notable strategic partnerships that fueled Nigerian brand growth in 2024
By Felicia Nwosu
The year 2024 witnessed a remarkable surge in collaborative efforts among Nigerian brands, demonstrating a growing understanding of the power of synergy. These partnerships transcended traditional business deals, becoming catalysts for social impact, cultural enrichment, and economic growth.
One notable example is the alliance between Seaman’s Schnapps, a beloved Nigerian spirit, which partnered with NATCO (Nigerian Artisans & Technicians Conference) to empower artisans across the country.
By providing essential tools and resources, this collaboration fostered economic empowerment and ensured the preservation of traditional crafts for generations to come.
TECNO and UNICEF, demonstrated a commitment to community upliftment, which aimed to bridge the digital divide in education.
By supporting the implementation of the Nigeria Learning Passport, a digital learning platform, this partnership empowered students across the country with equitable access to quality education, showcasing the transformative potential of technology for social good.
In the realm of technology and consumer empowerment, Jumia Tech Week 2024 emerged as a resounding success.Through strategic collaborations with leading brands like Infinix, Tecno, and Xiaomi, Jumia offered Nigerians unprecedented access to cutting-edge gadgets and electronics. Themed “Upgrade Your Experience,” the campaign empowered consumers to embrace a digitally-connected future, making technological advancements more accessible and affordable.
On the global stage, AB InBev extended its long-standing partnership with FIFA, securing the official beer sponsorship for the 2025 FIFA Club World Cup. This significant achievement not only showcased the strength of Nigerian brands on the world stage but also provided a unique platform to celebrate local culture and engage a diverse global audience.
In a significant move to support the thriving Nigerian arts scene, First Bank Nigeria sponsored the Lagos International Theatre Festival (LITF). This partnership underscored the bank’s commitment to cultural enrichment and its role as a patron of the creative spirit, fostering a vibrant and dynamic arts ecosystem within the country.
Furthermore, EAT ‘N GO, the master franchisee for Coldstone Creamery and Pinkberry Yoghurt, embraced technological innovation through a strategic partnership with ORDA. Through this partnership, ORDA will deploy its ORDA POS, Omnichannel, and ORDA Stock software at over 100 locations.
Since January 2024, ORDA has collaborated closely with EAT ‘N GO to create advanced systems that assist this leading franchise operator in managing restaurant operations, tracking inventory, integrating with delivery platforms like Chowdeck and Glovo, and leveraging in-house data through machine learning.
EAT ‘N GO, a pioneer in the quick-service restaurant industry in Nigeria and Kenya, is known for providing exceptional dining experiences. With ORDA’s innovative platform, EAT ‘N GO can streamline restaurant management, allowing the company to focus on delivering consistent, high-quality service and products that satisfy its customers.
These are just a few examples of the remarkable partnerships that shaped the Nigerian business landscape in 2024.Driven by shared values, a spirit of innovation, and a commitment to social responsibility, these collaborations have not only strengthened individual brands but also contributed significantly to the overall growth and development of the Nigerian economy.
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