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Tusker and Safaricom Ink KES 30M Tech Partnership for Upcoming Beer Festival

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The sponsorship will focus on providing seamless connectivity during OktobaFest, supporting Gen Z through Safaricom Hook, and powering digital lifestyles through M-PESA.

Nairobi, Kenya – 25th October 2023: Kenya Breweries Limited’s flagship beer brand, Tusker, will collaborate with telecommunications giant Safaricom PLC (NSE: SCOM) in a technology sponsorship worth KES 30 million to enhance the experience at East Africa’s ultimate beer festival, OktobaFest.

The partnership will see two of Kenya’s biggest brands joining forces to create an unparalleled experience for festival-goers. Safaricom’s involvement as a technology and payments partner will focus on fostering seamless in-festival connectivity, empowering the youth and Gen Z community through Safaricom Hook, and powering digital payments through M-PESA. 

“At Safaricom, we have been at the forefront of powering digital lifestyles through M-PESA and being the biggest supporter of Kenyan communities, especially in music and sport. These have been some of the key passion points we have used in driving our purpose of transforming lives over the years. Today’s partnership is symbolic of two iconic Kenyan brands coming together to celebrate our Kenyan-ness and leveraging our strengths to put together Kenya’s biggest cultural experience,” said Peter Ndegwa, CEO, Safaricom PLC.

As the official connectivity partner, Safaricom will showcase the strength of their 4G and 5G network through the provision of Cell on Wheels (COWs) network towers to power the entire festival as well as cabled fibre to service key areas, including registration, livestream production, and gaming areas. They will also have a specially curated data bundle plan, ‘Oktobafest Bundle’ allowing consumers to stay connected throughout the event and enjoy the livestream experience.

“Tusker OktobaFest is the ultimate celebration of East African culture, and this partnership with Safaricom aligns perfectly with our vision. By combining our strengths, we are crafting an unprecedented cultural experience, which is of course brought together by the best beer that East Africa has to offer,” said Anne Joy Michira, Marketing and Innovations Director at East Africa Breweries Limited (EABL). 

Safaricom which is passionate about the youth, will curate a special experience through Safaricom Hook, their youth platform that seeks to nurture and support the aspirations of the Gen Z and transform their lives. During the festival, revellers will get an opportunity to engage with the platform’s three key hooks: technology, career, and culture. Customers are encouraged to sign up via mySafaricom app or *555# and win free tickets to Oktobafest where they can explore the transformative power of S-Hook.

On-ground, Safaricom will guarantee fast and secure payments via M-PESA, with an enticing 10% cashback offer on all purchases made on ground. Festival revellers will also enjoy 30% off their rides if they book and pay with M-PESA on the Uber app using the Oktobafest 2023 Promo Code, FEST2023.

The telco will also set up convenient charging stations at various locations within the festival. Further, Safaricom will set up a Retail Shop on the ground with various devices and accessories on sale and provide customer care to revellers at the festival. 


Join the Celebration  

Tusker OktobaFest 2023 is set to be a monumental celebration of East African culture, bringing people together to savor the region’s unique flavor, sounds, and traditions. As we span across Kenya, Uganda, Tanzania, and South Sudan, we invite everyone to join us in celebrating the beauty of our shared heritage.  


For more details and updates visit the festival’s website ( and Tusker social media channels. 

Samuel Musila
Samuel Musila
Passionate Software Developer and Tech content creator From Nairobi, Kenya

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