UBA partners Lions Group to launch ‘Detty Side’ festive campaign

By Seun Ibiyemi

United Bank for Africa (UBA) has unveiled a major strategic partnership with Lions Group, a leading entertainment and lifestyle company, to deliver exclusive benefits to customers and visitors during the highly anticipated ‘Welcome to the Detty Side’ festive campaign.

The collaboration, designed to elevate December celebrations with premium entertainment experiences, will grant both existing and new UBA customers unrivalled access to concerts, beach destinations and lifestyle events across Lagos. 

All benefits can be accessed through the UBA Red Pass, the official access card for the entire Detty Side experience.

Speaking at the signing of the Memorandum of Understanding (MoU), UBA’s Group Head, Marketing & Corporate Communications, Alero Ladipo said the partnership reflects the bank’s commitment to rewarding customers with memorable experiences.

“UBA is always seeking innovative ways to add unequalled value to our customers, especially during key moments of celebration like the festive season,” Ladipo said. 

“The UBA Red Pass unlocks a truly memorable ‘Detty December for all,’ offering fantastic discounts and cashback rewards.”

Vice President, Strategy and Growth at Lions Group Africa, Adebayo Abe described the partnership as a perfect fit for delivering a seamless and unforgettable festive season for Nigerians, particularly those returning from the diaspora.

“With UBA, we found the best-suited partner to help us deliver unmatched satisfaction this yuletide,” Abe said. “The UBA Red Pass offers endless possibilities, granting exclusive access to some of the best destinations and concerts in Lagos.”

UBA Red Pass holders will enjoy a 25 per cent discount on access fees to Lions Group’s premium beach locations, Wave Beach, Kyma Beach and Athena Beach. They will also get 5 per cent cashback on major December concert tickets, including Kizz Daniel Live, Fireboy Live, Dance with Poco Lee and other Lions Group–powered events, when purchased through the Detty Side website.

Vice President of Wakanow, Gbolahan Salami, noted that the collaboration with UBA would help expand reach and enhance service delivery during the festive period.

The ‘Detty Side’ campaign is expected to be one of Nigeria’s biggest entertainment rollouts this December, promising unforgettable moments for customers and visitors across Lagos.