Star Lager, one of Nigeria’s leading beer brands from the stables of Nigerian Breweries Plc, has added Spanish football club FC Barcelona to its roster of European football club partners as it tries to deepen customer engagement in Nigeria among football lovers.
In a press briefing at Camp Nou, Barcelona, the beer brand announced the partnership, becoming the club’s “Official Beer Partner” or “Official Supporter” in Nigeria.
Last year, Star announced an unprecedented partnership with the Nigerian Professional Football League (NPFL), to become the first official beer sponsor of the NPFL. And in September, the brand announced partnerships with five European Clubs – Arsenal, Juventus, Real Madrid, Paris Saint-Germaine and Manchester City. With the new partnership, Star Lager beer will now possess the right to promote its connection with FC Barcelona fans and keenly enhance visibility of the club in Nigeria.
Speaking on the new partnership, Marketing Director, Nigerian Breweries Plc, Franco Maria Maggi said:
“As a brand we would love to connect with as many football fans as possible. We see this partnership as a way to further consolidate our commitment to millions of fans and bring quality enjoyment of football with unrivalled consumer interaction experience.
“Star is committed as a brand to nurture this partnership like others which will positively impact on the development of the football landscape in Nigeria. The brand is investing in order to tap, among other things also in the possibility of world-class knowledge transfer”
The established partnership between both entities will have Star drive digital and outdoor amplification, viewership engagement and attendance at live matches that involve FC Barcelona.
Speaking further on the partnership, FC Barcelona legend Edgar Davids confirmed the club was exploring new regions, especially in Africa’s most populous nation, Nigeria.
“Playing for Barcelona gave me the opportunity to meet with, appreciate and respect the diversity of cultural background of players from diverse environment. This goes to show that football is truly universal and pulls down cultural barriers. It’s even more exciting to see a partnership between the club and Nigeria’s Number 1 beer brand, Star Lager”.
Stating other benefits for Star Lager partnering with FC Barcelona, Portfolio Manager, National Premium, Nigerian Breweries Plc, Tokunbo Adodo, said:
“The partnership with FC Barcelona signifies Star’s continuous effort to strengthen and deepen the relationship with football fans. Going forward, a bottle of Star would symbolize more than just another lager, it would mean a communion between a fan and the pride, history and colours of their favourite club side.” he said.
FC Barcelona, which was founded 118 years ago, making it one of the oldest clubs in the world, is the second most valuable sports team in the world with an estimated value of $3.56bn. Some notable Nigerian players who have played for the club includes Emmanuel Amunike, Samuel Okunowo and Haruna Babaginda, who was the second youngest player to have played for the club.