Tusker, Kenya Breweries Limited's flagship beer brand, has inked a Sh30 million technology deal with Safaricom to offer a better experience at this year’s much-anticipated OktobaFest at Ngong Racecourse, Nairobi.

Safaricom will be the tech and payments partner for smoother connectivity, to empower the youth and Gen Z through Safaricom Hook, and enable digital payments through M-Pesa.

Safaricom CEO Peter Ndegwa says the deal is part of the firm’s pledge to powering digital lifestyles via M-Pesa and supporting Kenyan communities, especially in music and sport.

“Today’s partnership is symbolic of two iconic Kenyan brands coming together to celebrate our Kenyan-ness and leveraging our strengths to put together Kenya’s biggest cultural experience,” said Ndegwa.

Safaricom, as the official connectivity partner, will stage its 4G and 5G network strength through Cell on Wheels (COWs) network towers and cabled fibre to service key areas.

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The region’s largest telcos will also have a specially curated data bundle plan, ‘Oktobafest Bundle’ that will allow festival goers to stay connected during the event and livestream.

“Tusker OktobaFest is the ultimate celebration of East African culture, and this partnership with Safaricom aligns perfectly with our vision,” said East Africa Breweries Limited (EABL) Marketing and Innovations Director Anne Joy Michira.

She added, “By combining our strengths, we are crafting an unprecedented cultural experience, which is of course brought together by the best beer that East Africa has to offer.”

Safaricom will curate a special experience through its new youth platform, Safaricom Hook, that aims to nurture and support the aspirations of the Gen Z and transform their lives.

During OktoberFest, partygoers will get a chance to engage with Safaricom Hook’s three key hooks: technology, career, and culture, by signing up through mySafaricom app or *555#.

Revelers will also get a 10 per cent cashback offer on all on-ground purchases via M-Pesa and 30 per cent off their rides if they book and pay with M-Pesa on the Uber app using the Oktobafest 2023 Promo Code, FEST2023.