In a groundbreaking moment for Nigerian entertainment and brand partnerships, global superstar Davido has successfully brokered a high-profile ambassador deal for comedian and content creator Carter Efe with the prestigious cognac brand Martell. The deal was sealed live on Twitch, captivating thousands of viewers and highlighting Davido's influence in bridging music, comedy, and luxury.
The historic event unfolded during a collaborative live stream between Davido and Carter Efe, where Davido made a direct phone call to Martell's representatives. Emphasizing Carter Efe's talent, creativity, and strong affinity for the brand, Davido passionately advocated for the partnership. To the delight of fans, Martell agreed on the spot, instantly confirming Carter Efe as their newest ambassador.
Valued at an estimated ₦200 million, the deal underscores Carter Efe's rising star power and Martell's commitment to authentic collaborations with Nigerian influencers who embody sophistication and vibrancy. The live stream, which drew over 77,000 viewers at its peak, also featured Davido pledging to give Carter Efe 20,000 Twitch subscriptions equivalent to approximately ₦30 million, further amplifying the excitement and support for the comedian's career milestone.
"Davido's surprise appearance and on-the-spot negotiation turned what was already an epic stream into a game-changer for me," said Carter Efe. "I'm thrilled to join the Martell family and can't wait to bring my energy to this iconic brand."
Davido added, "Carter Efe is family, and he deserves this. Martell recognized his potential right away, it's all about lifting each other up in this industry."
This partnership builds on Davido's longstanding relationship with Martell, where he has served as a brand ambassador, promoting the cognac's heritage of excellence and boldness. The live stream collaboration not only sealed the deal but also set a new precedent for real-time endorsements in the digital age.
David Adedeji Adeleke, known professionally as Davido, is a Nigerian-American singer, songwriter, and record producer. As one of Africa's most influential artists, he has amassed billions of streams worldwide and continues to champion emerging talents in the entertainment space.
Carter Efe is a Nigerian comedian, skit maker, and musician renowned for his viral content and hit collaborations. With a massive following across social platforms, he brings humor and relatability to his audience.