MTN Signs Three-Year Sponsorship Deal for CBS’s Entanda, Enkuuka

What the report says

MTN Uganda has signed a three-year sponsorship agreement with Central Broadcasting Service (CBS FM) to back two of Buganda’s cultural platforms, Entanda and Enkuuka. The deal, announced on October 29, makes MTN the official sponsor of the programs, which are closely tied to Buganda’s traditions, heritage and community celebrations.

According to Nile Post, the partnership is intended to strengthen cultural participation while also creating commercial opportunities. A new Entanda Corporate Edition will give businesses, especially small and medium-sized enterprises, a way to connect with audiences through the cultural platform. The collaboration is being rolled out under the theme “Tukula Ffena,” meaning “We all grow together.”

MTN Uganda CEO Sylvia Mulinge said the agreement is meant to deepen connections among communities and partner institutions, and that the company will look at ways to use connectivity and digital services to improve audience engagement. CBS Managing Director Michael Kawooya Mwebe said the broadcaster’s reach and MTN’s digital capabilities could help support cultural preservation, community empowerment and wealth creation, including for young people and women.

The launch was attended by Nnaalinya Lubuga Dr Catherine Agnes Nabaloga, who described the deal as a chance to preserve heritage while supporting socio-economic transformation. The report also noted that the new partnership builds on earlier collaborations between MTN, MTN MoMo, CBS and the Buganda Kingdom on road safety and health-related fundraising initiatives.