In a landmark development for Beninese football, the Beninese Football Federation (FBF) and mobile operator Celtiis Benin have cemented a strategic partnership aimed at transforming the nation’s football landscape.
On August 7, 2025, in a ceremony held in Cotonou, Celtiis handed over an initial tranche of 280 million FCFA to the FBF, professional clubs in the Celtiis Ligue Pro, and the national teams.
This milestone marks the first installment of a five-year commitment totaling 1.5 billion FCFA, signed late last year.
Omar Gueye Ndiaye, Director General of SBIN SA and Celtiis Benin, highlighted the deeper meaning behind the financial injection: “This is not just financial support, it is the concrete translation of our commitment to promoting Beninese football on the continent.”
He emphasized that sustainable football depends on well-organized clubs, adequate infrastructure, and unwavering support for grassroots efforts.
The partnership, he explained, will bolster professional clubs, enhance facilities, uplift women’s football, and advance the sector’s professionalisation.
Beyond funding, Celtiis unveiled a new brand identity — “Celtiis 100% Foot” — dedicated exclusively to football.
This initiative includes exclusive content, partnerships with local broadcasters, and a stronger presence at stadiums.
For the upcoming 2025-2026 season, the operator plans to amplify its branding across all divisions and increase visibility during major competitions, particularly the Africa Cup of Nations (CAN) in Morocco.
“We want to create a strong bond with the fans, be visible in decisive moments and support the Cheetahs in all their events,” Ndiaye affirmed.
First Vice-President of the FBF, Francis Koto Gbian, lauded Celtiis for its unwavering commitment, stressing that “this is significant support that must be used with rigor and transparency.” He also called on club presidents to ensure the partnership yields tangible results on the pitch.
Celtiis Chairman Marc-André Loko described the project as “100% supported by the Beninese government,” reflecting a national drive to develop a more structured and efficient sports environment.
The partnership aligns with President Patrice Talon’s vision to elevate Beninese sport to international standards, with aspirations of reaching major tournaments and even the World Cup, noted Gbian.
Funds have been allocated carefully: a share for professional leagues (men’s and women’s), contributions to the federation, and support for both men’s and women’s national A teams — ensuring balanced growth across the football ecosystem.
Looking ahead, Celtiis aims to intensify its communication and stadium engagement efforts, hoping its pioneering role inspires other local companies to invest in Beninese football. “Beninese football needs everyone’s commitment. We hope that our approach will be followed by other brands,” Ndiaye appealed.
In a heartfelt gesture, the FBF presented Ndiaye with a jersey signed by all national team players, symbolizing gratitude and shared ambition. All stakeholders underscored the necessity of managing this support with transparency and discipline, to turn financial backing into lasting progress for Benin’s football future.
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