Star Lager in Historic Partnership with Five European Clubs

Femi Solaja
History was made on Wednesday, August 31, 2016, as Star Lager Beer announced an unprecedented partnership with 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 the clubs.

These five clubs also have a combined history of 87 domestic league titles, 13 UEFA 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 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.

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.

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.

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.
Star’s partnership with Europe’s five greatest clubs may further encourage the clubs to include Nigeria in their summer pre-season tours.