Dangote backs new show on one of America’s most-visited digital news platform despite Trump’s “fake” label

A new half-hour television program titled Africa Inc. is the heart of a new multiyear partnership between one of Africa's largest conglomerate, Dangote Industries Limited, and CNN International Commercial (CNNIC).

• Dangote Industries Limited and CNN International Commercial have formed a multiyear partnership.
• The centerpiece is 'Africa Inc.', a half-hour TV program premiering August 29th.
• The collaboration aims to position Africa as a key player in global commerce and innovation rather than just an emerging market.
• Additional branded content, including the 'Africa First' series, showcases Africa's economic transformation and aligns.

This global campaign is designed to showcase the scale and ambition of African businesses while positioning the continent as a major force in the world economy.

Through this collaboration, the industrial group will sponsor diverse content across CNN’s television and digital platforms, reaching millions of viewers on one of the most-visited news platforms in the United States and around the world.

Dangote sponsors new series

The centerpiece of this partnership is the sponsorship of a new half-hour program titled Africa Inc., which is scheduled to premiere on August 29th.

Hosted by Adefemi Akinsanya, the show will take viewers inside the success stories of African companies that are thriving on a global scale in sectors such as manufacturing, technology, hospitality, and entertainment.

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Rather than viewing the continent merely as an emerging player, the series highlights how Africa is already shaping modern consumer trends and global innovation.

Cathy Ibal, Senior Vice President of Advertising Sales at CNNIC, expressed her enthusiasm for the project, when she told CNN that:

“This partnership reflects our shared ambition to spotlight the innovation, resilience, and leadership emerging from Africa and connect this with CNN's global audience through media and events”.

Content to celebrates economic transformation

In addition to the new show, the campaign includes a branded content series named Africa First, produced by CNNIC’s award-winning in-house creative studio.

This series uses human-led films and immersive data-driven articles to tell the story of Africa's journey toward economic transformation and energy independence.

Anthony Chiejina, the Group Chief Branding and Communications Officer for Dangote Industries Limited, noted that the collaboration aligns with the company's "Vision 2030" economic plan.

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He stated, “CNNIC is a veritable platform in showcasing our rapid industrialisation footprint in Africa”.

Dangote proceeds despite Trump's attacks on media credibility

This major industrial backing comes even though the news organization has faced high-profile attacks from political figures regarding its credibility.

The Guardian reported that during a press conference at Trump Tower, Donald Trump famously refused to answer questions from a CNN correspondent, labeling the organization as "terrible" and declaring, “I'm not going to give you a question. You are fake news”.

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While Trump’s denigration of the press was criticized by free-speech advocates as “thuggish behavior exhibited by authoritarian regimes,” the new deal with Dangote Industries suggests that global business leaders continue to see the network as a vital tool for international branding.

Despite the "fake" label from the president, the conglomerate is utilizing the platform to reach a global network of business decision-makers through both media and live events.