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MultiChoice Unveils Fintech Startups, Abeg & Patricia as Sponsors of BBNaija Season 6

MultiChoice Nigeria has unveiled fintech startups Abeg and Patricia as sponsors for Big Brother Naija (BBNaija) season 6. While Abeg is the headline sponsor, Patricia is the associate sponsor of one of Nigeria’s popular reality shows.

About the sponsors


Abeg is a peer-to-peer social payment platform that allows users to send, request, and receive money quickly as well as seamlessly pay for goods and services. The mobile app is a product of Piggytech Global Limited, the owners of PiggyVest.


Patricia facilitates the easy use of digital currencies like Bitcoin and other digital assets for everyday transactions. Its mission is to be the bridge between technology and humans by ushering Africa into the digital age with its technology, innovation, and alternative payment solutions using Bitcoin.

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Speaking on the new partnership, Chief Executive Officer, MultiChoice Nigeria, John Ugbe said: “We are excited to have Abeg on the BBNaija platform for this sixth season. There’s a strong alignment between our brands’ commitments: Abeg is a young and ambitious fintech company that is passionate about providing payment experiences for its customers just as we are committed to connecting our customers to stories and experiences they enjoy.

“We believe this new partnership with Abeg will deepen the engagement with our customers and fans of the show even as we look forward to a great season”.

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How much does it cost to be a Big Brother Naija headline sponsor?

Big Brother Naija is the biggest reality TV show in Nigeria. It has churned out stars like Laycon, Mercy, Tacha, Erica, Uti, Ebuka, Tobi and many others. Hence, to be a headline sponsor, your money chest has to huge.

Let’s look at what previous sponsors reportedly paid:

Bet9ja: ₦1.08 billion ($5 million) -2019 headline sponsor

Betway:  $1 million to $1.5 million-2020 headline sponsor

Abeg: ?

Despite the huge naira for the sponsorship, the brand visibility and ROI they will get is far more than the amount invested. You can ask Kuda Bank. 🙂

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