Ethnic MVNO Lebara has signed a three-year sponsorship deal with the Music of Black Origin (MOBO) Awards.
Lebara will sponsor the ‘Best UK Act’ category with this year’s nominees including Chipmunk, Tinchy Stryder, N-Dubz and DJ Ironik.
The awards will be held on September 30 at the SECC in Glasgow, Scotland this year.
Lebara UK managing director Russell Atkinson said: “Lebara Mobile is very excited to be working with an organisation with such an impressive track-record.
“Through our partnership with MOBO, we will be able to communicate with our target market on a deeper level through the international language of music. By working closely with MOBO over the next three years, we are looking to develop and take both brands to the next level.”
MOBO chief executive and founder Kanya King said: “Both Lebara Mobile and MOBO are keen to connect with their target audiences throughout the UK and have a deep understanding of their respective cultures – MOBO reaching out through music and Lebara Mobile through bringing people closer together.
“Through these synergies, we are looking forward to a long and fruitful partnership for both parties.”