The Marketing and Innovation Director, Guinness Nigeria Plc, Yinka Bakare, believes the Season 12 edition of the English Premier League Trophy Tour has set the stage for a new wave of creative innovation for Nigerian youths.
Speaking at the Guinness Trophy Tour held at the Palms Mall, Lekki on Sunday, Bakare hinted that the programme is in line with Guinness’ age-long vision of being at the forefront of creating that opportunity where young consumers can express themselves and have fun while enjoying their passion for football.
He added that Guinness would continue to come with programmes and innovations aimed at integrating and driving cultures among Nigerian youths, knowing full well that the biggest followership for football and the Premier League is among the youth.
“Talking about consumers in Nigeria, the biggest followership for football and the Premier League is among the youth, they are the driving culture and trend. We believe this is a significant focal point for young Nigerians to come together and enjoy themselves,” Bakare said.
”Guinness wants to be at the forefront of creating that opportunity where young consumers can express themselves and have fun while enjoying their passion for football.”
Bakare pointed out that Sunday’s massive turnout, coupled with large numbers of followership on social media, speaks volumes about the success of the event, adding that such followership is integral to the growth of the brand.
”One of the biggest measures of our success story is the number of people who turned up to witness the trophy tour and the number of people who follow us on our social media pages, who take time out to find out all the things Guinness is doing,” he stressed.
“All of these are embedded in culture. We find out that these are very integral to the growth of the brand.”
He also maintained that Guinness’s large portfolio enables the brand to reach out to every customer in all nooks and crannies of Nigeria, irrespective of their religious beliefs and culture.
”One good thing about Guinness is that we have a large portfolio, brands that appeal to every consumer. Some choose not to take alcohol, and we have plans for all of that,” Bakare said. 
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“We are where the consumers want us to be and engage with us. For those in the north, our Malta Guinness is always there for them. The good thing about our portfolio is that it is broad enough to meet the demands of everyone in Nigeria.”
Bakare revealed that the brand, in the coming months, will unveil programmes that will impact Nigerian youths culturally and most importantly, expose them globally.
”Watch this space, we have a lot of programmes. Kindly pay attention to what Guinness plans to do more culturally and locally, and how we intend to expose them globally soon,” he said.
Commenting on the success story of the English Premier League Trophy Tour Season 12. Bakare posited that the collaboration and the global reach of the brand helped the company put up a great show.
”We have done this many times. Guinness is proudly associated with football as far as our history and heritage are concerned,” he said.
“Talking about how long it took us to this season’s 12th, we had this in Ghana, and it is normal to do this in Nigeria. Generally, because of the collaboration and the global reach of the brand, we’ve been able to turn things around.”
The day began with the arrival of guests, as former Super Eagles duo of Victor Ikpeba and Joseph Yobo added sparks to the event.
Football fans had the opportunity to participate in lots of games, as many smiled home with several gifts ranging from official balls, MTN packs and a grand prize of 50-inch flatscreen TV.
The iconic silverware was on display in Lagos, thereby offering Nigerian fans a rare opportunity to experience football history in person.
Guinness also hosted the Guinness MatchDay between Arsenal and Newcastle United, an immersive football viewing experience featuring large-scale match screenings, interactive football zones, jersey customisation booths, entertainment and 360-degree Guinness bars.
The Lagos edition also featured DJ Consequence, Blue Crystal, Melody Not MIA, and the acclaimed Alternate Sound, with hosting duties by YubbyNduonofit, Kiibati Bankole, and Suo Chapele.
