Airtel spotted a gap for nurturing football in Africa and with its potential to empower youth and communities grassroots level, the company engaged H+K Strategies to launch Airtel Rising Stars. Planning led to the successful launch of the first championship in Africa which transitioned to the second season of the same - in the process creating a truly pan-African tournament. This was tactically executed through seeding, main launch, soccer clinics, post-launch clinics and social media campaign. This resulted to a dramatic increase in the number of teams participating in preliminary stages across 15 countries, Government and Federation endorsements from seven countries. a partnership with Arsenal Football Club.