The new CEO of the Sonatel Group made his mark on his first official visit to the religious city, deploying a technological and solidarity arsenal to support the major spiritual event.

In an approach that combines technological innovation and social commitment, Mr. Brelotte Ba, newly appointed head of the Sonatel group, made his first official visit to Touba. This field trip, a few days before the Magal celebration commemorating the departure into exile of Sheikh Ahmadou Bamba Khadim, demonstrates the priority given by the new boss to this major event in the Senegalese religious calendar.

A first visit under the sign of generosity

The new CEO did not arrive in Touba empty-handed. True to the tradition of solidarity that characterizes Sonatel's commitment to the Magal, the company made a substantial contribution to the event's organizers. This generosity is in line with the group's long-standing social action, while also marking the new leader's personal legacy.

Sonatel's contribution focuses on several key areas: the distribution of drinking water, the provision of cooking utensils, and other essential equipment for the well-being of pilgrims. These donations meet the practical needs of the millions of faithful who converge on the holy city.

The blessing of the religious family

The welcome given to the new CEO by the religious authorities of Touba underlined the importance of this initial contact. Serigne Bassirou Mbacké Abdou Khadr, spokesperson for the General Caliph of the Mourides, publicly thanked the Sonatel Group, praising the efforts made by the company through its foundation.

This official recognition has resulted in blessings for the actions undertaken by Brelotte Ba, confirming the spiritual and social roots of the incumbent operator's approach. These blessings are particularly important in the Senegalese context, where the company seeks to maintain its leadership while respecting traditional values.

A large-scale technical device

Beyond the solidarity aspect, Brelotte Ba's visit had the main objective of overseeing the deployment of the exceptional technical system put in place by Sonatel. Accompanied by a large part of the management committee, the new CEO carried out a thorough inspection of all the installations.

"We are in Touba this morning with a large part of Sonatel's management committee to take stock of all the actions we will carry out in preparation for the Magal," said Mr. Ba, emphasizing the strategic importance of this field mission.

The objective is twofold: to ensure that all facilities are sized to support the massive traffic of subscribers, but also to meet the specific needs of the press and security agencies mobilized for the event.

Technological innovation in the service of spirituality

Sonatel's new boss unveiled several major innovations deployed specifically for Magal 2025. 5G is at the top of these technological innovations, promising pilgrims internet connections of unparalleled speed and reliability.

"We have several innovations. I can mention 5G, the latest technologies to enable internet connections but also to allow mobile subscribers to benefit from a fast and reliable connection," said the Director General.

The company has also deployed specialized traffic management equipment for large gatherings, drawing on its experience during pilgrimages in Saudi Arabia. This international expertise is thus being used for the local religious event.

Orange Money revolutionizes financial services

Innovation isn't limited to traditional telecommunications. Orange Money has introduced several Magal-specific facilities, particularly for money transfers and discounts on certain fees. These measures aim to offer pilgrims the best financial conditions during their spiritual journey.

This integrated approach reflects Sonatel's global vision, which not only provides telecommunications services, but also supports the faithful in all practical aspects of their pilgrimage.

The success of this large-scale operation relies on an exceptional mobilization of human resources. Brelotte Ba detailed the organizational architecture put in place: "We have several teams. We already have teams on site in Touba and the surrounding area. We also have all the teams in Dakar to supervise the network. We have our partners' teams."

This multi-site coordination allows for real-time supervision and maximum responsiveness in the event of technical incidents. The partnership dimension of this organization also reflects the collaborative approach adopted by the new management.

A commitment that goes beyond business

For Brelotte Ba, this mobilization transcends purely commercial considerations. "The Magal is important for the city of Touba, it is important for Senegal, and it is perfectly normal that every year Sonatel mobilizes its entire team to ensure the Magal runs smoothly," he emphasized.

This philosophy was embodied in a personal spiritual approach: the new CEO and his team performed the Ziara with the religious guides of the holy city, requesting prayers and blessings for Sonatel and all of its workers.

A successful bet for the new management

This first official outing in Touba is a real-life test for Brelotte Ba and her team. By combining technological innovation, social commitment, and respect for spiritual traditions, the new CEO seems to have found the right formula to keep Sonatel firmly anchored in the hearts of the Senegalese people.

The favorable reception from religious authorities and the exceptional mobilization of technical teams augur well for a Magal 2025 marked by optimal connectivity and solidarity. For Sonatel, this is an opportunity to demonstrate that a change in leadership goes hand in hand with continuity in excellence and innovation in the service of the community.