Business
Mukuru Expands Services and Unlocks Value for Africans with New Campaign
The campaign recognises Africa’s rising global stature in both fintech and sport
CAPE TOWN, South Africa, July 14, 2022/APO Group/ —
Mukuru (www.Mukuru.com), a leading next generation financial services platform in Southern Africa, launched a new campaign following the announcement of a series of sponsorships, including English Premier League side Crystal Palace and Springbok legend Tendai “The Beast” Mtawarira.
The ad campaign features Crystal Palace forwards Wilfried Zaha and Jordan Ayew, alongside versatile midfielder Jeffrey Schlupp, as well as Mtawarira, Mukuru’s 2022 brand ambassador, and it aims to highlight the fintech’s evolution from a remittances-based business to a broader financial services provider for emerging African consumers.
“Mukuru has provided innovative digital solutions to our customers on their journey toward financial inclusion for since 2004,” says Bronwyn Pretorius, Executive Head of Marketing at Mukuru. “We continue expanding our tech, products and services, and communications to customers globally. The new ad campaign highlights our commitment to unleashing possibilities through a broad range of relevant financial services for Africans worldwide.”
The fintech business prides itself in walking with its customers and meeting people where they are on their journey of digitisation to unlock financial value for previously underserved communities. Mukuru has enabled financial inclusion through robust digital platforms and uses the latest mobile technologies in a way that is accessible to people in urban and remote rural areas.
“The campaign captures the passion the continent has for sports and culture, but also the tenacity of our customers, people that rise each day, regardless of their circumstances, to earn a living and provide for the needs of their families. We want to reassure you that whether sending money across Africa, paying for DStv, buying electricity, airtime and groceries, or saving money, there’s Mukuru for that!
“Mukuru is a business for Africans, by Africans, and the representation of iconic African talent, as showcased in the new campaign, was key to illustrating the opportunities and possibilities for our customers. The new ad highlights the different ways the brand aims to take Africans forward – which is why we used top African forwards playing for Crystal Palace in the upcoming 2022/23 EPL season,” says Pretorius.
The new ad encapsulates our brand purpose of unleashing possibility by placing iconic African people at the centre, as we do daily with our customers
The ad opens with Wilfried Zaha holding the new Mukuru Card with a wallet feature for digital payments and purchases. Zaha was born in the Ivory Coast and moved to the UK with his family, where he was snapped up by the Eagles’ Academy as an 8-year-old and eventually became one of the club’s top-performing football talents, representing Ivory Coast in the 2017 Africa Cup of Nations. His story is accentuated by the advert’s recurring motif of a boy travelling around with an orange soccer ball.
The ad also features Palace striker Jordan Ayew, a Ghanaian who enjoyed a landmark season in 2019/20, finishing as the Eagles’ top scorer as well as Jeffrey Schlupp, who represented Ghana in the 2015 Africa Cup of Nations, recognised as one of the most reliable and versatile players in recent Palace history.
The campaign recognises Africa’s rising global stature in both fintech and sport, and the star player in the ad is rugby legend Tendai “The Beast” Mtawarira. The Beast is a Zimbabwean-born South African professional rugby union player who represented the South African national team and the Sharks in Super Rugby. Mtawarira went on to become a highly respected global star and Roc Nation Sports International client. With 117 caps, he is the most capped prop in South African history and the third most-capped Springbok of all time. He is also a 2019 Rugby World Cup Winner.
“Mukuru started in my homeland in Zimbabwe and what this brand does is amazing in the way it connects Africans all around the globe, giving them the ability to provide for their families back home. I remember a certain time when I was trying to provide for my mom and family back home in Zim and Mukuru is that solution, making it easy to send money back home. This brand is truly something special,” says Beast.
“We are honoured to have worked with top African agencies to bring this campaign to life,” says Pretorius. Joe Public United, the largest independent, black-owned brand and communications agency group in South Africa, was the lead agency responsible for the concept and Mukuru’s rebrand, whilst content production house Indie Village filmed and produced the TV ad.
“The new ad encapsulates our brand purpose of unleashing possibility by placing iconic African people at the centre, as we do daily with our customers. Our mission is understanding their pain points, working together as a partner and not just a service provider, to tap into opportunities through financial solutions that address the limitations and challenges they face each new day,” concludes Pretorius.
Distributed by APO Group on behalf of Mukuru.
Events
As global power structures shift, Invest Africa convenes The Africa Debate 2026 to redefine partnership in a changing world
The Africa Debate 2026 will provide a platform for this essential, era-defining discussion, convening leaders to explore how Africa and its partners can build more balanced, resilient and sustainable models of cooperation
Now in its 12th year, The Africa Debate has established itself as London’s premier platform for African investment dialogue since launching in 2014, convening over 800 global decision-makers annually to shape the future of trade, finance, investment, and development across the continent.
Under the theme “Redefining Partnership: Navigating a World in Transition”, this year’s forum will focus on Africa’s response to global economic realignment with greater agency, ambition and economic sovereignty.
The Africa Debate puts Africa’s priorities at the centre of the conversation, moving beyond traditional narratives to focus on ownership, resilience and long-term value creation.
“Volatility is not new to Africa. What is changing is the opportunity to respond with greater agency and ambition,” says Invest Africa CEO Chantelé Carrington.
“This year’s edition of The Africa Debate asks how we strengthen economic sovereignty — from access to capital and investment to financial and industrial policy — so African economies can take greater ownership of their growth. Success will be defined by how effectively we turn disruption into leverage and partnership into shared value.”
The Africa Debate 2026 will provide a platform for this essential, era-defining discussion, convening leaders to explore how Africa and its partners can build more balanced, resilient and sustainable models of cooperation.
Key challenges driving the debate
Core focus areas for this year’s edition of The Africa Debate include:
This year’s edition of The Africa Debate asks how we strengthen economic sovereignty — from access to capital and investment to financial and industrial policy
Global Realignment & New Partnerships
How shifting geopolitical and economic power structures are reshaping Africa’s global partnerships, trade dynamics and investment landscape.
Financing Africa’s Future
The growing need to reform the global financial architecture, new approaches to development finance, as well as the strengthening of market access and financial resilience of African economies in a changing global system.
Strategic Value Chains
Moving beyond primary exports to build local value chains in critical minerals for the green economy. Also addressing Africa’s energy access gap and mobilising investment in renewable and transitional energy systems.
Digital Transformation & Technology
Unlocking growth in fintech, AI and digital infrastructure to drive productivity, inclusion, and the next phase of Africa’s economic transformation.
The Africa Debate 2026 offers a unique platform for high-level dialogue, deal-making, and strategic engagement. Attendees will gain actionable insights from leading policymakers, investors and business leaders shaping Africa’s economic future, while building strategic partnerships that define the continent’s next growth phase.
Registration is now open (http://apo-opa.co/46b19gj).
Distributed by APO Group on behalf of Invest Africa.
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