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Anthony Mills, Head of Marketing for Savanna across Europe, said: "We have been sponsoring Afrika! Afrika! during its tour of Europe and it seemed only natural to continue the association in the UK, as it has been so well received and beneficial for all those concerned. The show is simply spectacular and reflects Savanna's African heritage, sense of fun and adventure. The marketing fit is perfect."

The cider brand is available at all the bars and restaurants within the purpose-built big tops adjacent to The O2. There's also a well-branded and dazzling Savanna bar exclusively selling Savanna – chilled with a slice of lemon. On selected Saturdays, the audience is indulged with complimentary tastings of Savanna provided by models decked out in Savanna attire.

Mills added: "Experiencing the brand in unique and eye-catching settings gives Savanna an edge, a sense of difference and uniqueness which brings the cider to life. We're always seeking out opportunities to give our target audience a taste of Savanna in the best environments. Sponsoring the spectacular Afrika! Afrika! is just one example."

*About the show*

Afrika! Afrika! is a spectacular and creative show – a kingdom of travelling entertainers from the African continent. The show is a non-stop display of unique performers, including acrobats, contortionists and jugglers, all complemented by singers and musicians that reflects the show's African traditions.

Kofi Annan, The Secretary General of the UN, sent a message to the show that said: "Afrika! Afrika! gives us a dazzling display of a continent beyond the stereotype of the poverty and conflict, one in which a kaleidoscope of artistic and cultural expression exists. Through music and dance, it pays tribute to the extraordinary cultural diversity of Africa and of our world as a whole."