Martell, one of the oldest great cognac houses, has renewed its partnership with global Afrobeats star Davido for a third term, first signed in 2021.
Now in its fifth year, the partnership goes far beyond a traditional brand ambassadorship to a business partnership.
The renewed partnership was spotlighted during the inaugural Afrobeats Live event in Paris, signalling the next phase of Martell’s evolving cultural strategy – backing the platforms, people, and conversations shaping the future of Afrobeats.
Davido’s continued role reflects the brand’s long-term commitment to cultural partnership rooted in creative collaboration, infrastructure, and purpose.
Afrobeats is shaping how a generation sees itself: bold, creative, and full of intent.
At the heart of this alignment lies a shared set of values: the optimism and joy that define Afrobeats’ energy; a commitment to challenging the status quo that has shaped both Martell’s and Afrobeats’ cultural legacies; and a collective mindset grounded in pride, collaboration, and community.
These parallels underpin Martell’s commitment to the Afrobeats movement, a partnership built on shared purpose and cultural intent.
“We see Afrobeats as a powerful force for cultural progress, built by artists and communities who are creating their future with clarity and purpose, and our commitment is grounded in respect and belief. We’re here to walk alongside the movement, support its growth and contribute meaningfully to where it’s going next.”
Lanre Odutola, Cultural Partnerships & Influence Marketing Manager, Martell
Martell also unveiled its newly appointed Cultural Ambassadors, three respected figures in music, media, and culture: Adesope Olajide (Shopsydoo) – UK-based cultural commentator & host of The Afrobeats Podcast, Sheniece Charway – Music executive & podcast host, and Abdul Abdullah – Founder of AfroFuture Festival & Culture Management Group.
Each will play an active role in collaborating with Martell to co-create programming and shape storytelling, building on the brand’s existing commitment to engaging with Afrobeats in a way that is meaningful, respectful, and rooted in cultural authenticity.
A key moment of the night was a live panel moderated by Adesope Olajide, exploring Afrobeats’ global momentum and what lies ahead. The discussion covered infrastructure, talent development, storytelling, and the evolving expectations placed on the genre as it continues its global rise.
“At Martell we believe legacy is shaped by those with the audacity to redefine convention. This first Afrobeats Live event reflects that belief – a commitment to supporting cultural movements that are driven by purpose, authenticity and progress.”
Sébastien Borda, Global Marketing Director, Martell
The evening brought together a cross-section of respected voices from across the Afrobeats diaspora: artists, media, creatives, and industry leaders who have helped shape the culture from the ground up.
It also marked the start of a sustained series of cultural experiences Martell will deliver across key regions, including Africa, the US, and global diaspora markets.
Meanwhile, taking to his Instagram page, the ‘With You’ crooner shared a photo of himself, while announcing his partnership with the drink company.
He added that big moves are being made just in time before “we hit the road again.” “Proud to announce my new partnership with Martell. Let’s get it.”
Davido Slammed Over ‘Peace and Love to Kenya’ Post
The Nigerian music star is under fire on social media following a post in which he expressed solidarity with Kenya, with many Nigerians accusing him of ignoring the ongoing crisis in his own country, particularly the violence in Benue State.
Davido tweeted, “Peace and love to Kenya,” seemingly in support of the country’s ongoing youth-led protests.
But the message was swiftly met with outrage from Nigerians who called out his silence on the mass killings and humanitarian crisis unfolding in Benue and other parts of Nigeria.
Critics also highlighted the role Davido’s family plays in Nigerian politics.
“But you didn’t tweet about the Benue crisis, your own country btw. God sees all Osakpolor 👍🏾’Peace and love to Kenya’.”
still pretty
“Youths like you are trying to change the system in Kenya, but you are dining with Nigeria’s president. With your Dad and Uncle, all for the personal benefit of your family. You should be ashamed of yourself!”
Biggest Mark
One particular X user did not let up on the singer and continuously dragged him for what he perceived as Davido’s silence regarding Nigeria’s problems:
“Your own country is on fire 🔥… Nigeria 🇳🇬 is experiencing one of the hardest economy crisis in history. A civil servant can’t even afford bread let alone eat three square meal a day, prize of fuel is now gold and the entire country is now facing the greatest insecurity ever and across Africa.”
Mr Xperience
He emphasised the severity of Nigeria’s current situation: rising fuel prices, inflation, mass unemployment, farmer killings, widespread insecurity, and the massacre of civilians in rural communities, many of which have gone unaddressed publicly by the musician.
His uncle, Senator Ademola Adeleke, is the current governor of Osun State, and his father, Adedeji Adeleke, is a well-known businessman and political influencer.
It can be recalled that the threesome recently paid a visit to President Tinubu during his time in Lagos State, which also brought on social media outrage.
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