Verve and Google Play Renew Partnership for VerveLife 9.0

Verve has renewed its collaboration with Google Play for VerveLife 9.0, extending a partnership that connects digital experiences with fitness, entertainment and lifestyle across Nigeria.

Themed “Ignite”, the ninth edition of VerveLife is travelling to communities across the country. The event began in Ikorodu on Saturday, August 15, and has since visited Ibadan and Enugu. Upcoming stops in Surulere and Uyo will lead to the grand finale at the Eko Convention Centre, Victoria Island, Lagos, on Saturday, November 21, 2026. Through the renewed partnership, Google Play will support the experience with digital engagement, rewards and lifestyle benefits for participants.

The partnership builds on the brands’ collaboration at VerveLife 8.0 in 2025 and a broader relationship between Verve and Google that dates to 2023. That year, the companies enabled Nigerians to use Verve cards for Google Play purchases, with transactions processed locally in Nigerian naira. Verve remains a payment method for eligible Google Play purchases, subscriptions and services in Nigeria.

Cherry Eromosele, Executive Vice President, Group Marketing and Communications at Interswitch Group, said the collaboration reflects Verve’s approach to creating experiences beyond the traditional payments environment.

“VerveLife has continued to evolve, bringing together fitness, entertainment, lifestyle and community in ways that resonate with our growing audience. Renewing our partnership with Google Play allows us to further extend that experience into the digital space, giving participants more opportunities to engage, discover and enjoy the VerveLife journey. As the energy and excitement continues to spread across Nigeria, we look forward to creating experiences that reflect the energy and diversity of the Verve community,” she said.

For Google Play, the collaboration offers an opportunity to engage Nigerian consumers through an established fitness and lifestyle platform, while building on the brands’ existing relationship.

The Lagos finale will bring together fitness enthusiasts, families and lifestyle communities for a day of workouts, music and entertainment. The programme will include an obstacle course and appearances by fitness personalities and trainers from across Africa, followed by an evening after-party. The event reflects VerveLife’s evolution from a fitness gathering into a broader lifestyle platform.

The 2026 edition is also creating opportunities for fitness professionals through the “Road to VerveLife 9 Stage” competition. Fitness trainers, dance instructors, aerobics coaches, yoga and Pilates instructors, and other fitness enthusiasts can compete for a place on the VerveLife stage. A “Train the Trainer” programme is scheduled for November 20, ahead of the Lagos finale, to support fitness professionals and practitioners.

As VerveLife 9.0 approaches its finale, the renewed Google Play collaboration expands the ways participants can engage with the platform across fitness, entertainment, digital experiences and community. Participants can follow the event and register for upcoming experiences at myverveworld.com/life.