Airtel has named Africa’s football champion, Yaya Toure, as its ambassador in a new campaign launched today.

The new campaign, dubbed ‘It’s Now’ seeks to nurture and grow talent in Africa through various consumer touch points such as sport, lifestyle and music while providing customers with access to connectivity and technological solutions that will enable them explore opportunities around them.

According to Airtel Kenya CEO Adil El Youssefi, the partnership will see Touré support Airtel’s corporate social responsibility among youth empowerment for development.

Airtel Africa CEO Christian de Faria maintained that Airtel is commitment to support the youth in Africa as well as drive economic growth by unlocking people’s potential.

“We are excited to be signing the pact with Touré who is respected in Africa and beyond. As the first player to win African Player of the Year four consecutive times, Touré is an inspiration to everyone working to achieve their potential and striving to be their best every day,” said de Faria.

Speaking on the partnership, the Ivory Coast captain and Manchester City midfielder said that “It’s Now” campaign is close to his heart as it calls on Africans to embrace the opportunities around them to better their lives.

“I am glad to be working with Airtel, with its wide reach within Africa, in order to inspire many people,” he added.