This was confirmed today by the Korean electronics giants today at Sandton City, during the Samsung Fan Zone, which is the marketing campaign for 2013 Afcon of which Samsung is one of the sponsors.
The three-year deal allows Lira to be the Ambassador of Samsung home appliances across Africa, on advertisements and marketing roles, whereas in the past she only concentrated in SA since 2011.
“I was thrilled when Samsung asked me if I would like to extend my agreement and be the ambassador for not only South Africa, but the rest of the continent.
As a brand, Samsung has made huge entries into Africa and represents the growth and opportunities we are seeing as Africans. I am excited to be a part of their expansion and this is directly in line with my passion and desire to see Africa rise and shine on the global stage,” said Lira.
She continued to say: “I am very pleased and honoured to make my first appearance as an ambassador at the Samsung Fan Zone. This is a great program by Samsung for the Orange AFCON tournament, and a (nice) platform to provide fans with a new and exciting way to engage in the games.”
Dr Michelle Potgieter, Head of Marketing and Corporate Communications at Samsung said: “We are delighted and honoured to extend Lira’s ambassadorial role.
Our brand has been growing significantly in Africa and there is no better person to associate this positive and vibrant expansion than Lira.
She represents the opportunities that exist in Africa and she showcases the new Africa that we are excited to be a part of.”
Apart from social scenes, the company has been sponsoring the Africa Cup of Nations since 2008 and is in partnership with CAF to continue this initiative until 2015. It is also very active in sponsoring Orange African u-20 Championship.