In a first-of-its kind press briefing
at Camp Nou, Barcelona on Friday 3rd of March, 2017, Nigeria’s
foremost lager, Star and FC Barcelona formally announced a
partnership naming the beer brand as the club’s “Official Beer
Partner” or “Official Supporter” in Nigeria.
This comes on the heels of Star’s
partnership with five other European clubs, Arsenal, Manchester City,
Juventus, Real Madrid and Paris Saint-Germain (PSG) including a
national partnership with the Nigerian Professional Football League
(NPFL) in 2016.
With the 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 María 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” Franco Maria Maggi concluded.
Knowledge transfer in this regard
uniquely refer to the learnings of tactics; communication processes,
club structure, team formation gathered during coaching clinics that
will further enhance the current experience available in Nigeria.
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.
Commenting further on the partnership,
FC Barcelona legend Edgar Davids confirmed FC Barcelona is 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”.
Confirming other benefits for the Star
brand through its partnership with FC Barcelona, Portfolio Manager,
National Premium, Nigerian Breweries Plc, Tokunbo Adodo stated that,
“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." Adodo said.
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