In recent developments, reports have surfaced regarding tension between Nigerian music superstars Wizkid and Davido, allegedly rooted in brand ambassador deals.
In 2020, Wizkid signed a $1 million per year deal with PUMA.
However, when the contract expired, he requested $10 million for renewal—the same amount that PUMA pays Rihanna and Neymar.
PUMA declined, claiming that Wizkid’s sales didn’t justify the increase. Shortly after, the brand signed Davido for the same $10 million, allegedly leaving Wizkid upset.
Additionally, Wizkid’s $3 million deal with UBA, active since 2020, reportedly expired.
After attempts to renegotiate with UBA’s chairman Tony Elumelu proved unsuccessful, the bank is said to have approached Davido to take over as their ambassador.
This series of developments is believed to have sparked Wizkid’s recent online criticism of Davido, accusing him of undercutting his deals.
PUMA and Wizkid’s Initial Partnership
PUMA’s initial collaboration with Wizkid was celebrated across the Afrobeats community and beyond.
As the brand’s first global ambassador from Nigeria, Wizkid’s star power brought a significant buzz to the collection.
However, when the partnership expired, PUMA reportedly hesitated to meet Wizkid's increased demands, which led to their refusal to renew at the $10 million mark, believing that the sales of Wizkid’s line hadn’t justified the steep hike.
PUMA Signs Davido
Shortly after negotiations with Wizkid broke down, PUMA secured a $10 million deal with Davido, a move that stirred public conversation.
Fans and industry insiders speculated that the deal upset Wizkid, who felt that PUMA favored his longtime industry rival after denying his own request.
UBA’s three-year, $3 million deal with Wizkid, launched in 2020, further solidified Wizkid's status as a major global music icon.
However, after the deal expired, reports claim that Wizkid sought to extend the partnership, meeting with UBA’s chairman Tony Elumelu.
Despite the strong ties between them, Wizkid’s contract was not renewed, allegedly due to shifting priorities at UBA.
As of now, UBA is rumored to be in talks with Davido as their next brand ambassador.
In response to these developments, Wizkid has reportedly taken to social media to express frustration, accusing Davido of strategically moving in to secure deals that were once his.
His posts, though indirect, have been interpreted by fans and media outlets as an outcry against both PUMA and UBA for choosing Davido over him.
Fans have been divided on the issue, with some siding with Wizkid, arguing that his influence on the global Afrobeats stage is unparalleled.
Others believe that Davido, with his consistent hit songs and collaborations, is a worthy successor in these brand deals.
The rivalry between Wizkid and Davido, which has simmered for years, could intensify as these business deals continue to play out.
For brands like PUMA and UBA, their decisions will likely reflect broader strategies to tap into Nigeria’s influential pop culture scene, but the personal dynamics between these two artists will likely add more intrigue to these corporate partnerships.
Both musicians remain at the top of their game, but the shift in brand allegiances is poised to change the landscape of endorsements within Nigeria’s entertainment industry.