Martell has officially renewed its partnership with Afrobeats superstar Davido for a third term, strengthening a dynamic collaboration that continues to shape the intersection of music and luxury culture. The renewal was marked by the launch of Afrobeats Live in Paris, an exclusive event designed to spotlight the global rise of African sound.
This third-term deal represents more than just a continued brand endorsement — it’s a bold statement. Over the years, Davido and Martell have curated unforgettable moments, blending the vibrance of Afrobeats with the elegance of French cognac. Their partnership has become a cultural force, celebrating boldness, creativity, and African excellence.
The introduction of Afrobeats Live in Paris adds another layer to their shared legacy. Set in one of the world’s most iconic cities, the event is a celebration of rhythm, identity, and global connection. It brings African music to a broader audience while reinforcing Martell’s commitment to cultural innovation.
Davido, known for his global influence and trailblazing career, expressed excitement about the renewed partnership, calling it a movement that reflects passion, purpose, and progress. Martell, equally enthusiastic, reaffirmed its dedication to supporting voices that shape and inspire global culture.
As Afrobeats continues to dominate international charts, the renewed alliance between Martell and Davido is a powerful reminder that music, heritage, and style can come together to create something timeless.
From Lagos to Paris — the journey continues, louder and prouder than ever.
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