Zemen Bank's banners will be blasted across all media outlets of Ethiopian Airlines including the 133 local and international offices, as they ink a communications and media partnership deal last week. Lema Yadeta, Chief Commercial Officer of Ethiopian Airlines indicated that the partnership recognises Zemen's ability to attract Foreign Direct Investment into the country and the national carrier's desire to enhance the global appeal of the Ethiopian financial landscape. "We will speak of Zemen wherever we go," said Lema when signing the first-of-its-kind partnership with the Bank President Dereje Zenebe, at the Skylight Hotel. Ethiopian Airlines is the largest carrier in the continent registering revenues of five billion dollars in 2022 which was a 79pc growth from the previous year. The deal was facilitated through Ink Global, an international media publishing company which reaches one billion customers annually. It will give Zemen access to the 14 million passengers that use the airlines each year through inflight entertainment, Selamta Magazine and Digital, and offices across the world. The Bank has passed the Central Bank's paid-up capital requirement of five billion Birr two years ahead of schedule, boasting seven billion Birr with a subscribed capital of 13 billion Br.   Editors' Note: This article has been updated from its original form on October 24, 2023.