Mogadishu (Dawan Africa) – Somali telecom giant Hormuud sparked an online sensation this week after publishing a cheeky social media post comparing its two-decade rise in digital innovation to Arsenal Football Club’s ongoing 20-year wait for a Premier League title.
The viral Facebook post featured a side-by-side photo collage: on the left, Arsenal legends Thierry Henry and Arsène Wenger celebrating their 2004 Premier League title; on the right, Hormuud executives receiving a 2024 international award in London for expanding digital connectivity in Somalia.
The caption, written in Somali, took a lighthearted jab:
“Since the last time Arsenal won the Premier League, W’ve brought 2G, 3G, 4G, 5G, EVC Plus, Waafi, and modern services to my people—and brought home global awards. Arsenal is still waiting.”
The post quickly gained momentum, generating over 7,000 comments and widespread engagement across Somali social media platforms. Many hailed the post as a clever example of African corporate humor, while others saw it as a bold shift in how Somali businesses position themselves in global cultural conversations.
The comparison between Arsenal’s drought and Hormuud’s growth drew international attention, especially among African football fans and branding experts. Arsenal, one of the most popular clubs across the continent, last won the Premier League in 2004. Hormuud, in the same period, has grown from a small local operator to Somalia’s largest private telecom provider—serving millions and expanding access to digital financial services and mobile connectivity in one of the world’s most challenging environments.
Marketing analysts noted the post as an example of “reverse branding influence”—where a company from the Global South flips the script, using global sports as a benchmark for its own success. “This isn’t just humor—it’s a power move in corporate storytelling,” said one East African media strategist.
Hormuud received the 'Connecting the Unconnected' Award at the 2024 Global Telecoms Awards (Glotel Awards) in London, a recognition of its contribution to digital inclusion in Somalia. The juxtaposition of the two events—both in London, both symbolic—was deliberate, and for many, refreshingly bold.
