Encomium
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.
FC Barcelona, founded in 1899 is one of the oldest clubs in the world. It is the second most valuable sports team in the world worth $3.56 billion. Notable Nigerian players such as Emmanuel Amunike, Samuel Okunowo and Haruna Babangida who was the second youngest player to feature for Barcelona have previously pitched side with FC Barcelona.
Over the years, the Star brand has consistently supported football initiatives with 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.
Since the first STAR lager beer bottle rolled out of the bottling lines in the Lagos brewery in 1949, the brand has been a premium market leader and was listed by the African Business magazine in its 100 Most Admired African Brands in 2015. Star has put its expansive platform to good use in promoting music and youth lifestyle through projects like STAR Music Trek, STAR Quest and STAR Mega Jam.
Sixty-seven years after it debuted in the Nigerian brewing sector, Star lager beer has continued to occupy the premium position by bringing a brighter shine to millions of fans.
