T2 fuels culture, talent and tourism through strategic Calabar carnival partnership

In a celebration where culture meets creativity and heritage dances into the future, T2 has taken centre stage at the 2025 Calabar Carnival, reinforcing its commitment to powering connection, not just through technology, but through people, talent, and shared cultural experiences.

As the official Digital Technology Partners of Africa’s largest street festival, T2 sponsored the Carnival’s Talent Hunt segment, a platform designed to spotlight emerging voices and performers from across the region.

The activation aligns seamlessly with the Carnival’s 2025 theme, “Traces of Time,” which reflects on history, celebrates the present, and projects a bold cultural future for Cross River State and Nigeria.

Now over two decades old, the Calabar Carnival has evolved into a month-long spectacle featuring more than 60 events, including music concerts, sports competitions, fashion showcases, cultural exhibitions, and community initiatives. Drawing visitors from across Nigeria and beyond, the Carnival has become a powerful driver of tourism and a living expression of Nigeria’s creative economy.

The Calabar Carnival, now over 20 years strong, has evolved into a month-long spectacle featuring over 60 events, including sports competitions, fashion showcases, cultural exhibitions, and community initiatives. Attracting visitors from all over Nigeria and beyond, the Carnival has become a major tourism magnet and a vibrant showcase of Nigeria’s creative economy.

Within this vibrant ecosystem, T2’s Talent Hunt stood out as a meaningful investment in human potential. Over 20 contestants competed across dance and singing categories, each bringing raw passion and originality to the stage. The top three performers were rewarded with cash prizes and branded gift items, recognition not just of performance but of promise.

Speaking at the presentation ceremony in Calabar, Ugo Solomon, Coordinator for T2 Vigovim Nigeria, described the initiative as a deliberate expression of the brand’s values. “For T2, this partnership is about visibility with purpose,” she said.

“The Calabar Carnival gives us a unique opportunity to engage a massive audience while celebrating the creativity and resilience of Nigerians. We are here to show that T2 is active, innovative, and committed to empowering communities through seamless digital experiences.”

Ugo added that the scale and influence of the Carnival made it a natural fit for the brand. “There are many festivals across the country, but Calabar Carnival is unmatched. It is the biggest in Africa, and it allows us to introduce T2 to the world in a way that feels authentic, vibrant, and deeply Nigerian.”

Echoing this sentiment, Effiong Ekpenyong, Special Adviser on Events Management to the Governor of Cross River State and Chairman of the Carnival Committee, underscored the importance of private-sector collaboration in sustaining the festival’s legacy.

“The Calabar Carnival has thrived for over 20 years because of strong partnerships,” he said. “T2’s involvement goes beyond sponsorship. Their focus on local talent, sports, and tourism speaks directly to the spirit of the Carnival and our broader vision for cultural and economic development.”

The emotional high point of the event came with the announcement of the Talent Hunt winners. Zeke Otu, who emerged as the overall winner, received a ₦20,000 cash prize alongside gift items, while runners-up Samuel Nsikak and Life Sunday were each awarded ₦10,000 and branded gifts.

Visibly moved, Otu described the moment as transformative. “This opportunity means everything,” he said. “It shows that local talent is seen and valued. Platforms like this give us the courage to dream bigger and take our gifts further.”

Through its partnership with the Calabar Carnival, T2 is demonstrating how technology brands can meaningfully embed themselves in culture, supporting creativity, amplifying local voices, and contributing to tourism and economic growth. In doing so, T2 is not just sponsoring a festival; it is helping to power stories, connections, and possibilities that extend far beyond the Carnival stage.