Nigerian Musicians with the Biggest Endorsement Deals (2025)

If you’re tracking where the big money flows in Afrobeats, follow Nigerian musicians’ endorsement deals in 2025. In the life of an Afrobeats star, touring swings with calendars, streaming pays fractions, but brand partnerships deliver multi-year cheques, retail visibility and global halo effects. In 2025, sportswear/fashion, luxury watches, smartphones/telco, beverages and fintech will dominate the endorsement conversation.

Global houses now recruit Afrobeats brand ambassadors for product launches and storytelling. Recent headline moves, such as Burna Boy’s multi-year sneaker partnership and Tems’ entry into Swiss luxury, signal where the market’s headed.

This article lists the ambassadors, spells out who represents which brands and explains why specific categories pay more and renew more often than others. 

 

Nigerian Musicians with the Biggest Endorsement Deals (2025)

This is a data-driven ranking of top Nigerian artists with major brand deals in 2025. We’re examining who signed what, why brands chose them, and how these Afrobeats brand ambassadors drive campaigns across sportswear, luxury, telco, FMCG, and fintech. These ambassadors are: 

1. Davido 

Davido holds the record for the most endorsement and partnership deals in Africa, spanning various sectors, including technology, finance, automotive, and lifestyle brands. The renowned singer has a wide range of current and past endorsements, including major partnerships with prominent brands such as Puma, Martell, Pepsi, Stake, Wema Bank, 1xBet, Infinix, and GAC Motors.

 

2. Burna Boy

Burna Boy is practically ranked at number two because he owns 2025’s freshest headline. This month of September 2025, Burna Boy signed a multi-year partnership with the Swiss brand, becoming its “Clubhouse President” and collaborating on products and experiences. He also renewed his brand ambassador deal with Oraimo (the mobile accessories brand) in early 2025, with reports indicating a significant value for the partnership. 

He has also previously partnered with luxury fashion house Burberry for their Holiday 2022 campaign and served as the global brand ambassador for Chipper Cash, a pan-African payment service. 

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3. Wizkid 

Wizkid has held endorsement deals with various high-profile brands, including Puma, Pepsi, Ciroc, Guinness, UBA, MTN, Glo, and Dolce & Gabbana. His collaborations have spanned multiple industries, from beverages and telecommunications to banking and fashion. He has been the global ambassador of Flutterwave since 2021. 

 

4. Tiwa Savage

Tiwa Savage is Tecno’s first female brand ambassador, with a notable partnership surrounding the launch of the CAMON 30 series. She became the face of the Star Lager citrus variant, Star Radler, in 2019. Tiwa Savage also previously had deals with MTN Nigeria, Forte Oil, and Maggi. Her endorsements span categories including electronics, beverages, and other consumer goods. Beyond specific endorsements in Nigeria, Tiwa Savage has worked with various luxury brands, including Florian London, Aquazurra and Beamon. 

 

5. Ayra Starr 

In early 2025, she signed a significant deal to be a face of the global sportswear brand (New Balance), appearing alongside Jaden Smith. In July 2025, she also signed an international management deal with Jay-Z’s Roc Nation, which includes branding, touring, and endorsement opportunities. Ayra Starr holds major endorsement deals with global beauty brand Maybelline and the beverage company Pepsi. Additionally, she is the Sub-Saharan spokesperson for L’Avyanna Skin Naturals in the UK. The beauty and beverage combo gives broad demo coverage and fashion adjacency.

 

Analysis of Industry Trends 2025 

• Sportswear/fashion is king: Burna Boy’s Swiss deal and Davido’s sustained PUMA programme demonstrate that brands want artists who live at the intersection of sport, street, and luxury—often with co-created capsules and event-led storytelling.
• Luxury opens wider to Afrobeats: the Florian London and Tiwa Savage deals signal that luxury brands are treating Afrobeats stars as global style leaders, not regional faces. With this, we should expect more bags and high-end jewellery ambassadorships through 2026.
• Smartphones & telco remain scale plays: Glo and Wizkid signings deliver mass reach and country-wide activations—great GRPs, even if the category is less “premium”. 
• Fintech is sticky: Flutterwave and Wizkid, as well as Burna Boy and Chipper Cash, demonstrate how cross-border money brands are leveraging star power for trust and adoption. 
• Fresh Moving Consumer Goods (FMCG) keeps the lights on: Pepsi’s long pipeline with Rema/Ayra (and historic Wizkid/Tiwa) remains a staple for visibility across TV, music events, and reality formats. 

 

Conclusion: Nigerian Musicians with the Biggest Endorsement Deals (2025)

In 2025, Nigerian musicians with the biggest endorsement deals are the most evident proof that Afrobeats sits at the intersection of culture and commerce. The brands picking top Nigerian artists with major brand deals aren’t just buying reach; they’re buying credible storytelling and conversion across Africa and the diaspora. Sports style and luxury lead the premium stack, while smartphones/telcos, beverages, fintech and FMCG keep delivering nationwide scale.

For marketers, the playbook is straightforward: match the right Afrobeats brand ambassadors with the appropriate category, plan for multi-market rollouts, and measure more than just impressions (track retail lift, sign-ups, and repeat purchases). For artists and managers, avoid category clashes, ask for co-created products, and collect data that proves performance.

 

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FAQs About the Biggest Endorsement Deals in 2025

1: Who has the “biggest” endorsement in 2025?

By scope plus category, premium and recency, Davido (PUMA/Martell/ALAT) and Burna Boy (Swiss) sit on top.

2: Which categories pay the most right now?

Spirits generally trail sportswear/fashion and luxury watches/jewellery, followed by smartphones/telco, FMCG, and fintech.

3: Are these deals global or local?

They are a mix of both. Swiss, PUMA, OMEGA, and Flutterwave are global players; TECNO, Glo, and Pepsi run pan-African/Nigerian-led campaigns with periodic international moments.

4: How long do these contracts last?

Typical cycles are 1–3 years with options; Burna’s On deal is explicitly multi-year, while Davido’s Martell collaboration has shown renewal activity. (On, The Guardian Nigeria)