Malawi Airlines has teamed up with musician Theresa Phondo to help bring international artists to her Theresa Phondo Live in Concert, which takes place at the BICC Amphitheatre in Lilongwe on 31 October.
Under the deal, the airline will sponsor seven tickets to carry artists and guests on its Entebbe (Uganda) and Lusaka (Zambia) routes.
Speaking at the announcement in Lilongwe, Phondo said the support will ease travel costs as preparations continue, particularly for bringing international artists and guests to Malawi.
"It is not easy to organise an event like this, so partnerships of this nature are very important," she said. "This partnership with Malawi Airlines will allow us to fulfill the vision that we have for this event."
Why the airline is on board
Malawi Airlines public relations officer Joseph Chikalipo said the carrier is backing the concert because it believes in Phondo's work. He said it expects the event to draw audiences from across the region.
Star-studded line-up
Nigerian gospel musician Adah Ehi and Zambian artist Pompi will perform alongside Malawian acts Praise Umali, Paul Kachala, Beracah and Esther Chitheka.