MTN Expands Youth Engagement Programme to Northern Nigeria
MTN Nigeria has extended its youth-focused initiative, The Gathering 100, to Kano, marking the programme’s first edition in the northern region. The event, held on a Saturday in Kano, follows earlier gatherings in Lagos, Enugu, and Aba, and is part of the company’s broader effort to foster innovation and entrepreneurship among young Nigerians.
The Kano edition brought together young innovators, creatives, entrepreneurs, and technology enthusiasts for a day of collaboration, networking, and competition. Activities included startup pitch competitions, gaming contests, creative exhibitions, and networking sessions designed to help participants connect, showcase ideas, and access funding opportunities.
Startup Pitch Competition Highlights
The centrepiece of the event was the Pitchathon 100 startup competition, where three startups received financial support. The overall winner, Applicant, a digital programme management platform, took home the grand prize of N2.5 million. The first runner-up received N1.5 million, and the second runner-up received N1 million. Several other participants also won prizes from various competitions held throughout the day.
Samiat Tamilola Yusuf, Co-founder of Applicant, described the victory as a major milestone for the startup. She explained that Applicant simplifies programme management by enabling organisations to manage applications, participant selection, attendance tracking, communication, certification, and impact reporting from a single digital platform. According to Yusuf, many organisations still rely on manual processes and multiple software applications to manage training and development programmes, creating inefficiencies that Applicant aims to eliminate. She noted that although the company is only three months old, it has already begun generating revenue through real-world projects. Yusuf said the N2.5 million prize would be invested in product development, staff expansion, and marketing to help the platform reach more organisations running development programmes across Nigeria.
Company Vision and Regional Focus
Abu Sufyan Aliyu, Senior Manager, Sales North-East Region for MTN Nigeria, told journalists during the event that the initiative reflects the company’s commitment to celebrating Nigeria’s cultural diversity while creating a platform for young people to pursue their ambitions. Aliyu said every region of the country possesses unique strengths and identities that deserve recognition, noting that the programme was deliberately designed to give youths from different backgrounds equal opportunities to interact, exchange ideas, and develop innovative solutions to societal challenges.
Aliyu explained that The Gathering 100 provides an ecosystem where participants can build meaningful connections, discover new opportunities, and develop ideas capable of creating lasting social and economic impact. He said activities ranging from gaming and digital exhibitions to creative arts and startup competitions were intentionally included to inspire participants to break barriers, discover their talents, and pursue their aspirations.
Authentic Storytelling and Community Building
Aliyu further said The Gathering 100 was created to enable young Nigerians to tell authentic stories about their communities instead of relying on narratives shaped by outsiders. He noted that the initiative seeks to build connected creative communities across the country by bringing together artists, writers, gamers, entrepreneurs, dancers, content creators, and innovators under one platform.
According to him, the physical events complement an existing online community, allowing participants to establish real-life relationships, exchange experiences, and access opportunities that support their personal and professional growth. He said many young Nigerians have limited opportunities to experience different parts of the country firsthand, making it important to create spaces where they can interact directly with people from diverse backgrounds.
Aliyu added that the initiative also aims to remove barriers to participation by ensuring that most activities are either free or heavily subsidised, giving young people access to creators, investors, business mentors, and industry professionals. “The goal is to ensure authentic Nigerian stories are told by Nigerians themselves while creating a community where people can connect, collaborate and express themselves freely,” he said.
Broader Campaign Context
The Kano edition of The Gathering 100 forms part of MTN’s nationwide campaign encouraging young Nigerians to “Live It 100” by embracing their identities, pursuing their ambitions, and building communities through creativity, innovation, and collaboration. The initiative represents a significant investment by MTN Nigeria in the country’s youth entrepreneurship ecosystem, particularly in regions outside the traditional commercial hubs of Lagos and the southeast.
