Fifa Soccer World Cup global sponsor MTN will rename the Johannesburg Expo Centre to the MTN Expo Centre, at Nasrec.
The deal between MTN and the Expo Centre, signed yesterday, follows hot on the heels of the company`s 2010 campaign.
"The partnership has perfect synergy in that the Expo Centre and MTN share the same values of igniting the passion of all South Africans; our approach to customers and fans is the same, and we have the same belief and commitment to what we offer to consumers," says MTN chief marketing officer Serame Taukobong.
While MTN is pleased with the brand opportunity, it says the idea behind the name change will be to provide funding to the Expo Centre to upgrade its facilities. Part of the finances will go towards the international broadcasting centre (IBC), which is expected to be housed at the Expo Centre.
The venue will be the hub where both local and international media will work for the duration of the event. MTN says it will be involved in the technology roll-out for the centre and the technology will remain post 2010.
The City of Johannesburg has also budgeted for the centre`s upgrade, although it is not clear how much of the expected R120 million has been allocated to it as yet. Telkom has been contracted to provide the connectivity between the stadia, IBC and the rest of the world.
The MTN Expo Centre will also serve as the hospitality venue for MTN during the 2010 Fifa World Cup. "We will be inviting key customers to be guests of MTN for all Johannesburg-based games, where they will be entertained and will watch games on a big screen," said Taukobong.
According to the company, the Joburg Easter Festival, from 3 and 13 April, will be the first event to be held at the newly-named MTN Expo Centre.
Related stories:
Fifa happy with 2010 broadcast plan
IBC construction set to begin
Share