History was made on Wednesday 31st August
2016, as Star Lager Beer announced an unprecedented partnership with not one but
FIVE of the biggest European football clubs – Arsenal, Juventus, Real Madrid,
PSG and Manchester City, having a combined history in football of 544 years.
By virtue of the partnership, Star has become the “Official
Beer Partner” of Arsenal; Juventus; Real Madrid; PSG and Manchester City. These
five clubs also 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 beer rights to promote the brands’ 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.
The partnership, first of its kind in
Nigeria by a beer brewery intends to see Star Lager actively engage consumers
and fans with 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.
English giants Arsenal Football Club has won 13 League
titles in its 130-year history and is loved by many Nigerians who appreciate
its easy-on-the-eye style of game possession. Arsenal’s popularity soared in Nigeria
when former captain and Olympic gold medalist, Nwankwo Kanu played with the
Invincibles alongside the great Thierry Henry, Patrick Viera and Robert Pires
in the 2003/2004 season. Thereafter, the club’s affinity with Nigerians has
continued to grow even stronger with the emergence of Alex Iwobi on the squad.
Juventus with thirty-two Serie A titles, is the most
successful Italian club ever. They have a rich history of achievements and a
big support base that extends beyond their hometown of Turin.
A record eleventh UEFA Champions League title in 2016
ensured that Real Madrid continued its leadership as European football’s most
successful club. It has rich history of signing the world’s most expensive
footballers that go further to win individual prizes at the Ballon d’Or.
Players like Zinedine Zidane, Raul, Luis Figo, David Beckham and Cristiano
Ronaldo have added to the club’s legacy.
Manchester City has become a top name in English
football over the last decade. Young Nigeria forward for the team, Kelechi
Iheanacho remains a delight to watch as he finds his feet alongside Sergio
Aguero, David Silva and Yaya Toure under the tutelage of the very successful
coach, Pep Guardiola.
While PSG is the relatively youngest of the five but a
top name in French football, winning the last four Ligue 1 titles as they push
to become a major challenger in Europe. Despite the recent departure of Zlatan
Ibrahimovic, the presence of Thiago Silva and David Luis in defence continues
to keep the capital side grounded.
Star’s partnership with Europe’s five greatest clubs
may further encourage the clubs to include Nigeria in their summer pre-season
tours. It is definitely an unprecedented way to launch out into the big waters
by building a positive synergy between domestic and global football.
For Star, Nigerian fans and their new club partners, brighter
days are surely here.
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