Johannesburg, South Africa –{Date]— The Top 16 Youth-Owned Brands Awards (YOBAs) is proud to welcome back MTN Pulse as a returning sponsor for the 2025 edition of the awards. After first joining the YOBAs in 2022, MTN Pulse returns to reaffirm its commitment to celebrating and empowering youth-driven innovation, creativity, and entrepreneurship in South Africa.
As a youth-focused proposition by MTN South Africa, MTN Pulse is built around enabling young people to connect, create, and thrive — making their renewed partnership with the YOBAs a perfect fit. Together, we continue our mission of recognising the bold, disruptive and dynamic youth-owned brands that are reshaping culture and commerce.
“We’re excited to welcome MTN Pulse back to the Top 16 YOBAs family,” says Pat Mahlangu, Founder and CEO of the awards. “Their consistent focus on elevating young South Africans through digital, data, and creativity aligns with our vision to spotlight the future of brand-building in this country.”
The return of MTN Pulse underscores the growing credibility and national relevance of the YOBAs — now in their fourth year — as a platform that goes beyond recognition to ignite opportunities and build ecosystems for youth-owned brands.
“MTN Pulse is thrilled to partner with the Top 16 Youth-Owned Brands Awards (YOBAs) for its 2025 edition. Having first partnered with the YOBAs in 2022, we are honored to reaffirm our commitment to celebrating and empowering youth-driven innovation, creativity, and entrepreneurship in South Africa”, Robyn Lewis, MTN SA General Manager of Brand & Marketing, explains.
“As MTN’s youth-focused proposition, MTN Pulse is dedicated to enabling young people to connect, create, and thrive. This renewed partnership with the YOBAs perfectly aligns with our mission to recognise and support the bold, disruptive, and dynamic youth-owned brands that are reshaping culture and commerce. Additionally, joining the YOBAs again aligns with our launch of the 2nd edition of the MTN Pulse Youth Hustle Hub business incubation programme this Youth month.”
The MTN Pulse Youth Hustle Hub business incubation programme empowers young entrepreneurs in South Africa by providing them with business resources, mentorship, and most importantly, funding. Targeting individuals between the ages of 18-25, the campaign offers participants a chance to be one of 30 selected entrepreneurs who will each win a share of R1Million – the 29 entrepreneurs will walk home with R30 000 each, while the ultimate winner takes home R100 000 in cash.
To stand the chance of being in the top 30 winning “hustlers,” interested entrepreneurs must upload a 60 second video promoting their hustle to social media tagging @MTNZa with the hashtags #MTNPulse and MTNYouthHustleHub2025,” Lewis adds.
The 2025 Top 16 Youth-Owned Brands Awards will take place on Saturday, 21 June 2025, at 18:00 in Sandton, Johannesburg. The event will celebrate and recognise youth-owned brands across 18 diverse categories — from fashion and food to media, tech, and social impact — and bring together some of the country’s most inspiring young changemakers.
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About MTN Pulse
MTN Pulse is MTN’s pre-paid price plan available exclusively to and designed specifically for young South Africans under the age of 25 offering discounted deals, free offers, and additional Pulse exclusives.
About MTN
Launched in 1994, the MTN Group is a leading emerging market operator with a clear vision to lead the delivery of a bold new digital world to our customers. We are inspired by our belief that everyone deserves the benefits of a modern connected life. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code ‘MTN’. Our strategy, Ambition 2025, is anchored on building the largest and most valuable platform business, with a clear focus on Africa.
Visit us at www.mtn.com or www.mtn.co.za
About the Top 16 Youth-Owned Brands Awards (YOBAs)
Launched in 2022, the Top 16 Youth-Owned Brands Awards is South Africa’s leading platform for recognising and celebrating outstanding youth-owned brands. Founded by brand specialist Pat Mahlangu, the YOBAs recognise innovation, resilience, and excellence across key industries, driving visibility, recognition, and opportunity for the next generation of entrepreneurs. Learn more: https://top16yoba.co.za/
