As part of celebrating the World Cup's first African kick-off MTN has signed up international soccer star Michael Essien as the official MTN 2010 Associate. The Chelsea midfielder will promote African football and communicate the message of the continent's capacity to deliver a spectacular World Cup, earning substantial amounts of money. Speaking of the benefits the World Cup presents to South Africa with Essien promoting the drive, MTN Group President and CEO Phuthuma Nhleko said: "Michael Essien is the embodiment of a complete footballer. There can be no better face to promote African football and Africa's first FIFA World Cup," said Nhleko. "It's an experience we can no longer wait for; one that should strengthen our competitive position in emerging markets, leave a legacy of improved infrastructure for our economy and demonstrate to the world that the African continent - and South Africa in particular – is capable of hosting events of this size." MTN is the first African company to participate in a FIFA World Cup as a global sponsor. The company will spend US$ 65 million in sponsoring the tournament, which kicks off in Africa for the first time next June. In order to see as many South Africans as possible enjoy the 2010 World Cup, MTN also launched their 1-4-1 campaign which will see MTN customers stand the chance to win tickets to World Cup games. Source: Ghanasoccernet