In a market saturated with flashy celebrity endorsements and fleeting viral moments, the partnership between chess grandmaster Tunde Onakoya and Nigerian automotive manufacturer Nord Automobile stands out as a masterclass in authentic, purpose-driven influencer marketing that defines success in 2025.
When Values Align: The Perfect Partnership
Nord Automobile, headquartered in Lagos, was “born out of the need for a remarkable made-in-Nigeria automobile brand.” Similarly, Onakoya’s journey from learning chess in a barber shop in Ikorodu to becoming a Guinness World Record holder and founder of Chess in Slums Africa embodies the same spirit of Nigerian excellence and innovation.
When Tunde shared that photo of his new Nord A9 SUV and wrote he’d be “delivering all Chess sets in grand style with my Nord A9,” it wasn’t some awkward sponsored post. It just made perfect sense – a Nigerian chess champion using a Nigerian-made car to deliver Nigerian-designed chess sets that help Nigerian kids. Everything connects naturally.
The 2025 influencer marketing landscape has evolved far beyond the traditional “pose with product” approach. Tunde’s recent campaign selling 50 exclusive chess sets featuring traditional Adire patterns for 1 million naira (approximately $600) each, with half the profits funding a free school in Nigeria, demonstrates how today’s most effective influencer partnerships create integrated storytelling experiences.
Nord’s decision to upgrade Onakoya from the A7 to the A9 model came at the perfect moment, as it allows him to deliver these high-value chess sets “in grand style,” creating a memorable experience for purchasers who also receive a personal chess lesson from the grandmaster himself.
This integration of product, purpose, and personal interaction represents the gold standard for influencer marketing in 2025, where the product becomes part of a larger, meaningful narrative rather than the sole focus.
What makes this partnership particularly effective is the documented history between Onakoya and Nord. In a fascinating twist that adds to the authenticity of their relationship, Tunde actually “won” both his Nord vehicles by defeating CEO Oluwatobi Ajayi in chess matches. These friendly competitions, which Tunde won both times, created a genuine narrative around the partnership that resonates with audiences far more than a standard endorsement deal.
As reported by The Sun, Onakoya has been driving a Nord A7 and serving as a brand ambassador before receiving the A9 upgrade. During the presentation ceremony, he shared his genuine experience:
“When people see me drive the car, they are curious about the brand, and the logo itself is very distinct. The car announces my arrival in many places, it is very strong to withstand the different Nigerian roads.”
His praise for “the quality of the design” and the “very bold presence” of the vehicle carries weight because it comes from personal experience rather than scripted talking points. This authenticity is further reinforced by his comment that “Nord is a brand that Nigerians should be proud of” – perfectly aligning with Nord’s mission to “build a reliable and credible Nigerian auto brand.”
Why This Partnership Works in 2025
Several elements make this partnership exemplary of successful influencer marketing in 2025:
1. Shared Heritage and Values
Both Tunde Onakoya and Nord Automobile represent Nigerian excellence and innovation. Nord’s vision “to be the Nigeria-branded global automotive company” aligns perfectly with Onakoya’s global representation of Nigerian talent, especially after his world record-breaking 64-hour chess marathon in New York’s Times Square.
2. Authentic Personal Connection
When Onakoya referred to Nord’s Chairman-CEO Tobi Ajayi as “the Elon Musk of Africa” and noted that his experience with the Nord A7 was “very refreshing and rewarding,” it came across as genuine appreciation rather than paid endorsement. His statement that “it is high time we change the narrative about local talents and their capabilities” applies equally to both his chess initiatives and Nord’s automotive innovations.
3. Purpose-Driven Collaboration
Both brands share a commitment to social impact. Nord aims to provide affordable vehicles that fit local needs, while Onakoya’s Chess in Slums Africa has trained over 200 children and secured scholarships for over 20 of them. The chess set campaign that will now feature the Nord A9 furthers this shared purpose of creating educational opportunities in Nigeria.
In a powerful demonstration of this shared commitment, Nord’s CEO, Oluwatobi Ajayi, personally ordered two of Tunde’s limited-edition chess sets at 1 million naira each, directly contributing to the fund for building a free school in Nigeria. This support goes beyond corporate sponsorship to personal investment in the cause.
4. Integration with Authentic Activities
Unlike campaigns where influencers awkwardly incorporate products into their content, the Nord vehicle serves a practical purpose in Onakoya’s chess set delivery initiative. This integration feels natural and necessary rather than forced.
5. Mutual Brand Elevation
The partnership elevates both brands: Nord gains association with Onakoya’s international recognition and social impact work, while Onakoya benefits from Nord’s growing reputation for quality and innovation in the automotive sector. As Ajayi stated, Nord chose to identify with Onakoya because “he is very smart and intelligent and has traveled to all parts of Nigeria to find talents” – qualities that reflect Nord’s brand values.
The Future of Influencer Marketing Is Purpose-Driven
Let’s be honest – people are tired of fake influencer posts. What makes partnerships work now is when both sides actually care about the same things. That’s exactly what’s happening with Tunde and Nord.
When you see Tunde driving around delivering his handcrafted chess sets in his Nord A9, it just makes sense. He’s not awkwardly holding up a product he’d never use. Instead, he is using a Nigerian-made car he genuinely loves (and won fair and square in chess) to support education in Nigerian communities.
This is what smart brands and influencers are doing in 2025 – finding partners who share their values and creating stories that mean something. It’s not about how many likes a post gets, but about building something real together that helps everyone: the brand, the influencer, and most importantly, the community they both care about.
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