The endless rivalry between telecommunication giants in The Gambia seemed to have been taken to a whole new level.

Reliable information reaching What’s On-Gambia revealed that Africell is no longer going to do business with rap-mbalax musician Bai Babu after learning he is trying to develop a relationship with their rival, Qcell.

DJs on Afri Radio were reportedly told not to invite the ‘Fahass’ hit-maker to their programmes because he is no longer a friend of the company.

“They were not happy that Qcell played a big role in Bai Babu’s recent concert at the Kairaba Beach Hotel,” said a source.

The source, who claims to be close to Bai Babu,  said that the rapper’s close relationship with Qcell is a symbolic loss for Africell, even though it remains the favorite sponsor in the music industry.

It is unclear if Bai Babu has signed any sponsorship deal with Qcell, the only private mobile telecommunications company own and run by a Gambian.