Harare, Zimbabwe | The countdown to New Year’s Eve has gained fresh momentum following the announcement of Swan Valley Group as the platinum sponsor of One Big Party, set for 31 December at Glamis Arena in Harare.
The partnership positions Swan Valley, one of Zimbabwe’s rapidly expanding consumer brands, at the heart of a year-end spectacle that is already being tipped as the country’s biggest crossover celebration to welcome 2026.
Organised by Chipaz Promotions, One Big Party boasts a formidable local line-up headlined by Winky D and Jah Prayzah, two artists whose influence continues to shape Zimbabwe’s contemporary soundscape. Supporting acts Killer T, Feli Nandi, Chillmaster and Kurai Makore add further depth, ensuring a musical journey that cuts across genres and generations.
Promotions That Bring Fans Closer
Beyond branding rights, Swan Valley has rolled out consumer-driven campaigns aimed at rewarding loyal customers while driving excitement around the event. Earlier this week, the company introduced a “Rush Hour” promotion, allowing fans who purchased two packs of Swan products at selected outlets to access discounted concert tickets.
Running alongside this is the “Buy, Upload & Win” campaign, which offers consumers a chance to walk away with premium smartphones — including iPhone 17s and Samsung S25s — as well as tickets to One Big Party. To enter, customers simply buy two Swan packs, photograph the products together with the receipt, and submit the image via WhatsApp on 0780486173. The promotion runs until 29 December, building anticipation right up to the final days of the year.
Organisers say these initiatives are designed not only to boost ticket access, but also to make fans feel directly connected to one of the festive season’s biggest moments.
A Venue Built for Big Moments
Glamis Arena, located within the Harare Showgrounds, is expected to host thousands of revellers ushering in the New Year. The venue has fast become a favourite for large-scale outdoor concerts, thanks to its spacious layout and ability to accommodate expansive staging, tents and festival-style setups.
The decision to relocate the event from Magamba Hockey Stadium at the National Sports Stadium to Glamis Arena was driven by the need for more room and improved infrastructure, particularly for hospitality and sheltered areas.
Star Power Driving the Buzz
The pairing of Winky D and Jah Prayzah on one stage has already sparked widespread excitement online. Both artists command fiercely loyal fan bases and boast hit-filled catalogues that dominate airwaves and streaming platforms. Their joint presence, reinforced by a strong supporting cast, has made One Big Party a hot topic across social media timelines.
Swan Valley’s Growing Cultural Footprint
Swan Valley Group’s involvement is part of a broader strategy that has seen the brand deepen its footprint in Zimbabwe’s entertainment and lifestyle space. In recent years, the company has backed and hosted high-profile shows across Harare, Mutare and Bulawayo, using music and cultural platforms to engage a youthful, trend-conscious audience.
Through sponsorships, collaborations and event partnerships, Swan Valley has steadily aligned itself with popular culture, positioning its products as part of everyday celebration and social connection.
Industry analysts note that the One Big Party sponsorship reflects a growing trend of corporates investing in live entertainment — not only as a marketing avenue, but also as a way of supporting the creative economy during peak festive periods.
New Year’s Eve with Added Spark
As the year draws to a close, One Big Party is shaping up to be a defining moment on Zimbabwe’s festive calendar. With Swan Valley’s backing, fan-focused promotions, a massive venue and a powerhouse line-up, the event promises a New Year’s Eve experience that begins long before midnight.
For music lovers, the build-up itself has become part of the celebration — and all signs point to Glamis Arena hosting a memorable send-off to the year.
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