Afriland First Bank and the Interprogress Foundation renewed their partnership on April 15, 2026, ahead of the 10th edition of the Promote trade fair, scheduled for June 12–21 at the Yaoundé Conference Center.
Beyond the renewal, both partners emphasize a stronger focus on supporting small and medium-sized enterprises.
The main announcement is the full funding of participation for 40 SMEs. Afriland First Bank will also offer discounts of 30% to 35% on participation costs for its client companies. In addition, the bank plans to provide commercial support to exhibitors through advisory services, networking, and visibility.
Through this approach, the bank aims to position participation in Promote as a tool for business development rather than a purely institutional showcase.
For the Interprogress Foundation, the partnership reflects an effort to reposition Promote as a more business-oriented platform. The goal is to bring together exhibition, financing, commercial opportunities, and support services in a single space, as SMEs continue to face constraints in access to funding, markets, and structuring tools.
Pierre Zumbach, senior advisor to the presidency of the foundation, described the renewed partnership as a turning point. He noted that Afriland First Bank was already a key partner in the 2022 and 2024 editions and stressed the role of the fair as a platform for economic engagement.
On the bank’s side, the agreement fits into a broader strategy to support the productive sector. CEO Célestin Guela Simo has emphasized a more active role for the bank in supporting companies, particularly in growth and partnership projects.
The 2026 edition also carries symbolic weight, marking both the 25th anniversary of Promote and the 40th anniversary of Afriland First Bank. The lender sees it as an opportunity to highlight its long-term strategy under the “Afriland Horizon 2030” plan, focused on supporting African business champions.
For Promote, the challenge now goes beyond hosting a high-visibility event. The fair aims to demonstrate its ability to deliver tangible outcomes for participating companies, particularly SMEs. By directly financing part of their participation and lowering entry barriers, Afriland First Bank gives the partnership a more operational dimension.
The key question remains whether this approach will translate into concrete results. For Promote 2026, the objective is no longer only to attract exhibitors and visitors, but to generate contracts, business opportunities, and improved access to financing for SMEs seeking growth.
Baudouin Enama
