Cadbury Nigeria Plc says it has joined the eighth season of talent show — Nigerian Idol as the official sponsor.

In a statement, the firm disclosed that the announcement was made at a media conference held in Lagos by MultiChoice Nigeria.

The Executive Head of Content and West African Channels at MultiChoice Nigeria, Busola Tejumola, said Nigerian Idol continued to offer a unique platform for artistes to showcase their talent to a growing national and continental audience.

The Category Lead (Gum and Candy) at Cadbury West Africa, Morolake Emokpaire, described the brand’s support of the music and entertainment industry as a function of TomTom’s enthusiasm for empowering young talented artistes.

She said, “We are excited to be partnering with MultiChoice Nigeria to sponsor Nigerian Idol and build momentum with our investment in Nigeria’s music talent. We are proud to be associated with such an iconic talent show and look forward to the upcoming season’s activities.”

TomTom’s sponsorship of the show was in line with its social mission to discover, nurture and showcase young creatives. Brand Manager (Gum and Candy), Cadbury West Africa, Joan Odafe, noted in her remarks.

She said: “As part of our commitment to support young, aspiring talents, we will work with the first runner-up to further hone their music abilities. Through the programme, our team and partners will guide the individual through a boot camp, as we provide the relevant promotional media benefits to support the growth of their music career.”

According to the statement, the show premieres on April 23, with live performances starting on May 28.