NIGERIA – Star Lager Beer, Nigeria’s leading premium beer, has officially signed a partnership agreement with the top English Premiership club, Chelsea Football Club.
“The partnership with Chelsea provides us with a remarkable platform to broaden the brand’s profile and its values, while giving us another opening to create distinctive and shining experiences for football fans and Star lager consumers”, said Marketing Director, Nigerian Breweries Plc, Franco María Maggi, when commenting on the new partnership.
Nigerian Breweries, makers of Star Lager Beer was established in 1946 and introduced Star Lager beer into the market in 1949 as the first indigenously brewed beer in a market that was dominated exclusively by imported brands.
Chelsea FC was founded in 1905, a professional football club in London, England and reigning champions of the English Premier League as one of the oldest and most valuable football clubs in the world.
Star Lager has successfully been incorporated as one of the most successful brands in the Nigerian indigenous beer industry, which has influenced the introduction of other successful brands.
“Star Lager is pleased to be partnering with Chelsea, a club like our own brand, with a rich culture, heritage and history.
This new partnership will significantly strengthen our existing partnership portfolio, and is part of a wider strategic intent to be seen as the beer brand of football”, said Portfolio Manager, National Premium, Nigerian Breweries Plc, Tokunbo Adodo, while commenting on the partnership.
The partnership will also solidify the brands claims to football, as Star Lager will have special rights to boost the club’s visibility in Nigeria.