The world of celebrity endorsements is as much about influence as it is about talent, and in Nigeria, few artists can claim to have the same level of influence as Wizkid and Davido. These two giants of Afrobeats, long rumored to be at odds, have found themselves at the center of a new controversy involving major international brands. At the heart of the issue are the multimillion-dollar endorsement deals that have shifted from one superstar to the other, causing a stir both in the industry and online.
PUMA’s Deal with Wizkid and the $10 Million Request
In 2020, global sportswear giant PUMA signed Wizkid as a brand ambassador for a reported $1 million per year. It was a landmark deal that further solidified the Nigerian artist’s status on the international stage, following his massive global hits and collaborations with international acts. As the contract neared its expiration, Wizkid reportedly sought to renegotiate, requesting an eye-popping $10 million to renew the contract—the same amount PUMA was paying to global icons like Rihanna and Neymar.
However, PUMA refused to continue the deal on those terms. The company, according to sources, felt that Wizkid’s sales and influence did not justify such a large investment. The decision was a shock to many in the industry, as Wizkid’s influence in Africa and beyond is undeniable. Yet, PUMA’s reluctance to pay the $10 million marked the end of their partnership with the superstar.
Enter Davido: PUMA’s New $10 Million Man
Just days after Wizkid’s deal with PUMA fell through, the sportswear company made headlines again—this time by signing Davido. In a surprising turn of events, PUMA offered Davido the exact $10 million that Wizkid had demanded. This decision sent shockwaves across social media, with fans of both artists fiercely debating the rationale behind the move. Why would PUMA refuse Wizkid’s request, only to turn around and give Davido the same amount?
For PUMA, the answer lies in the metrics. While both artists have massive fan bases, it’s likely that the company saw Davido’s influence, particularly his social media presence and crossover appeal, as a better fit for their brand at the moment. Davido has long been regarded as an artist with strong international ties, having performed on global stages and collaborated with Western music stars. The $10 million deal was, for him, a major endorsement that once again put him in the spotlight.
UBA’s Endorsement Drama
The endorsement drama does not end with PUMA. Reports suggest that UBA, the Nigerian banking giant, has also ended its long-standing $3 million deal with Wizkid, which had been in place since 2020. The bank, it seems, has now turned its attention toward Davido, considering him as their potential new ambassador.
According to insiders, Wizkid had tried to salvage his relationship with UBA, even meeting with the bank’s chairman, Tony Elumelu, in hopes of securing a renewal of the deal. However, despite their friendship, Elumelu was unable to offer any guarantees. The end of the UBA deal was a significant blow to Wizkid, and his frustrations reportedly boiled over when rumors surfaced that UBA was approaching Davido as his replacement.
Wizkid’s Response and Social Media Backlash
The developments over the past few months have led to escalating tensions between Wizkid and Davido. What began as speculation quickly turned into online confrontations, with Wizkid allegedly lashing out at Davido, accusing him of negotiating these deals behind his back. Although neither artist has made public statements to confirm the extent of their rivalry, the situation has been widely discussed on social media, with fans taking sides and reigniting the age-old Wizkid vs. Davido debate.
Wizkid’s fury, insiders say, stems from the feeling that Davido is swooping in to claim deals that were initially his. Whether or not this is the case, the narrative has only served to intensify the long-standing competition between the two stars, creating headlines that extend beyond music and into the corporate world of endorsements and partnerships.
What’s Next?
As the drama unfolds, many are left wondering what the future holds for both Wizkid and Davido in terms of brand endorsements. While Wizkid has proven his worth as a global music icon, recent developments have sparked questions about his influence in the brand space, especially when compared to his long-time rival. Davido, on the other hand, is riding high on his new PUMA deal and possibly securing UBA’s backing, solidifying his presence in both the entertainment and business worlds.
For fans, the rivalry between Wizkid and Davido remains as engaging as ever. Beyond the music, the battle for dominance in the endorsement arena has added a new layer to their ongoing competition. Whether these developments are a temporary setback for Wizkid or a sign of a longer-term shift in the corporate world’s preference, one thing is certain: the Afrobeats scene, and its star power, remains a hotbed of intrigue and excitement.
