By Adeboye Amosu:
Photos by Ganiyu Yusuf:
Nigeria’s biggest beer manufacturing company, Nigerian Breweries Plc, through its premium brand, Star Lager, has unveiled an unprecedented partnership agreement with five of the biggest European football clubs Arsenal, Juventus, Real Madrid, PSG and Manchester City, reports Completesportsnigeria.com.
The event tagged STAR FOOTBALL CHALLENGE took place on Wednesday at the Eko Hotel and Hotel Suites, Victoria Island, Lagos.
In attendance at the event were Nigerian superstars Nwankwo Kanu and Austin Jay Jay Okocha (who played for two of the clubs involved Arsenal and PSG respectively) as well as top officials of Nigerian Breweries and representatives of the five clubs.
By virtue of the partnership, Star has become the “Official Beer Partner” of Arsenal, Juventus, Real Madrid, PSG and Manchester City.
These five clubs have a combined history of 87 domestic league titles, 13 Champions League titles and numerous European titles.
Marketing Director, Nigerian Breweries Plc, Franco Maria-Maggi described the partnerships as a commitment from Star, Nigeria’s foremost beer brand, to bring new football experience to consumers and loyal fans of these clubs.
“The significance of this new partnership bestows Star lager rights to promote the brand’s association with Real Madrid, Arsenal, Juventus, Manchester City and PSG to millions of fans across Nigeria and beyond, supporting its vision to embrace an unrivalled passion of football,” he said.
“The partnership, first of its kind in Nigeria by a beer brewery intends to see Star Lager actively engage consumers and fans with a series of cross-promotional events and communication materials designed to enhance visibility of the European giants in Nigeria.”
The ground-breaking partnerships with these clubs poses an exciting bright future for football development and viewing experience in Nigeria as confirmed by the Portfolio Manager, National Premium, Nigerian Breweries, Tokunbo Adodo.
He affirmed Star’s accession as “Official Beer Partner” to these five clubs, has bought into important football assets across the biggest leagues in Europe – England, Spain, Italy and France.
“The established partnership will have Star organise digital amplification of the European clubs in Nigeria, including digital promotions to drive viewership as well as providing outdoor amplification of the clubs and billboards.
“Advertising budgets will benefit the domestic media, as radio, television and newspaper houses will participate in Star’s amplification of matches and extended activities with their club partners.
“The partnership will give access to an archive of images and content from the respective clubs with an opportunity for Star to brand its bottles with logos of these clubs. Going forward, a bottle of Star would symbolize more than just another larger, it would mean a communion between a fan and the pride, history and colours of their favourite club side; Real Madrid, Arsenal, PSG, Manchester City and Juventus FC. ”
A common ground Star has with the European giants is the culture of remarkable history. Since the first STAR lager beer bottle rolled out of the Lagos brewery in 1949, Star has consistently supported football initiatives and platforms such as its highly impactful campaign to rally Nigerian football fans during the World Cup in 2014.
The Star Super Fans Show also showcased and rewarded football fans for their passion and knowledge of the game. A week ago, Star announced a landmark partnership with the local league, NPFL in a similar arrangement as the “official beer partner “ of the domestic league.