Mdundo Signs a Ksh. 11 Million Advertising Deal With SportPesa

Nairobi-based Pan-African music streaming service, Mdundo has signed a one-year advertising partnership with leading sports betting and entertainment company, Sportpesa.

The deal valued at $100,000 (KES. 10.9 Million) will see SportPesa serving up to 600 Million Audio ads to the 9.7 Million Mdundo users in Tanzania.

This deal, Mdundo says comes as a further testament to its innovative, results driven solutions for its clients, having worked with leading brands from across the continent such as Standard Chartered Bank, Nivea, 9mobile, Safaricom, Coca-Cola, Guinness, Airtel, Vodacom, Carrefour Supermarket and various Diageo brands.

Mdundo also recently announced music bundle partnerships with Airtel Nigeria, MTN Nigera and Vodacom Tanzania, building on the company’s innovative solutions to help brands effectively reach their target audience.

“Creating commercial value for our brand partners is key to a long-term and sustainable partnership. SportPesa is an extremely innovative and forward-thinking brand with a strong focus on meaningful brand connections to drive results. We’re looking forward to working with the strong marketing team at SportPesa”. Rachel Karanu, Head of Brand Partnerships at says

SportPesa Limited has established a leading brand within Tanzania through a strong focus on data-driven marketing and channel-optimisation, a brand-strategy that is strongly aligned with Mdundo’s Brand Lift Tool introduced earlier in the year. The tool provides consumer brands with real-time insights on brand performance within the Mdundo Audience allowing the marketing teams to continuously optimise campaigns and improve the returns of media investments.

“We are very excited to start working with on this project, considering the successful campaigns of other strong brands we are expecting excellent results during this fact-based campaign.” SportPesa Chairman of the Board of Directors Tarimba Abbas says.

Since advertising on Mdundo, Sportpesa says it has realised 48% brand growth among the platform’s audience, with the brand improving across all four metrics of awareness, consideration, favourability and purchase intent.

The leading music streaming service has also launched a new version of the brand lift tool, containing additional features including media habits, category penetration and music taste that are aimed at providing valuable insights for the marketing industry within different audiences. 

The tool will continue to be freely available on providing data for over 30 product categories within Food and Drinks, Connectivity, Financial Services, Personal Care and Fabric & Home Care.

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Nixon Kanali

Tech journalist based in Nairobi. I track and report on tech and African startups. Founder and Editor of TechTrends Media. Nixon is also the East African tech editor for Africa Business Communities. Send tips to

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