Africell Sierra Leone has made history by becoming the first company from the country to advertise in New York City’s world-famous Times Square.
This milestone not only underscores Africell’s reputation as Sierra Leone’s leading telecommunications provider but also demonstrates its determination to connect the nation to the global stage and showcase the strength of local enterprise at an international level.
The iconic campaign coincided with a defining moment for Sierra Leone at the 80th Session of the United Nations General Assembly (UNGA), where the Sierra Leone Innovation Showcase was held on Friday, September 26, 2025, in New York. Organized by the Ministry of Communication, Technology and Innovation, the event attracted policymakers, private-sector leaders, and development partners to discuss building resilient digital ecosystems for sustainable development.
In her opening remarks, Nicky Spencer-Coker, Spokesperson for the Permanent Mission of Sierra Leone to the UN, emphasized the country’s commitment to leveraging innovation as a pathway for growth.
Minister of Communication, Technology and Innovation Salima Bah introduced the Sierra Leone Innovation Investment Fund (SLIIF), describing it as a bold step to boost startups and strengthen the nation’s position in the global digital economy.
Africell Sierra Leone CEO Shadi Al-Gerjawi was a key participant in a high-level panel titled “The Role of the Private Sector in Building a Digital Future.”
Speaking alongside Oswald Osaretin Guobadia of DigitA and Mathias Esmann of AI Education, Al-Gerjawi highlighted Africell’s role in expanding affordable connectivity, mentoring innovators, and supporting education.
He stressed that Africell is not merely a telecommunications operator but also a trusted development partner committed to empowering youth and fostering innovation.
The showcase also featured a second panel, “Driving Sustainable Development through Digital Transformation,” which brought together key government ministers, including Attorney-General and Minister of Justice Alpha Sesay, Minister of Education Conrad Sackey, Minister of Information Chernoh Bah, Minister of Youth Affairs Ibrahim Sannoh, Minister of Technical and Higher Education Dr. Haja Ramatulai Wurie, and Minister of Communications Salima Bah.
Chief Minister Dr. David Sengeh delivered the keynote address, outlining the government’s vision for inclusive digital transformation aligned with Sierra Leone’s human-capital development goals.
Africell’s international presence was further reinforced at a special cultural reception hosted by the company at the prestigious Times Square Garden in New York.
The event brought together Sierra Leoneans and friends of Africa in the diaspora, with First Lady Dr. Fatima Maada Bio delivering heartfelt remarks.
“I was delighted to attend Africell’s evening reception in New York, which was not only a celebration of culture and community but also an opportunity to connect with Sierra Leoneans and our partners abroad,”
said Dr. Fatima Maada Bio.
“I remain grateful to Africell for creating spaces that celebrate our identity while fostering unity and collaboration. It is through such initiatives that we continue to uplift our people and strengthen Sierra Leone’s image on the global stage.”
As the only U.S.-owned mobile company operating in Africa, Africell continues to redefine telecommunications across the continent.
Since launching in Sierra Leone in 2005, the company has grown into the nation’s most trusted mobile operator, providing millions with affordable voice, data, SMS, and mobile-money services.
Africell also invests heavily in social-impact initiatives, supporting education, entertainment, and environmental projects nationwide.
With a workforce of more than 350 skilled professionals, the company continues to set industry standards for innovation and service delivery.
Through its bold Times Square campaign, leadership role in the UNGA Innovation Showcase, and ongoing investments in Sierra Leone, Africell has reaffirmed its status as both a market leader and a development partner.
By empowering local talent, connecting communities, and championing digital inclusion, Africell is not only shaping Sierra Leone’s telecommunications landscape but also helping position the country as an emerging hub for innovation in Africa.
