October 2 – Nigerian brewer Star Lager has added Chelsea to its growing roster of football club partners. As well as the Premier League champions, Star have deals with Arsenal, Manchester City, Juventus, Real Madrid, Paris St. Germain and Barcelona.
Star Lager will be the official beer of the club in a deal that is focussed on the Nigerian market. Star will sell Chelsea-branded bottles throughout Nigeria.
Chris Townsend, Chelsea FC commercial director, said: “We are very happy to begin this partnership with Star, a leading brand in a country fanatical about football. We believe this alliance will further help us grow our fanbase throughout Nigeria, while allowing Star to become even more appealing to consumers through their links with the Premier League champions.”
Chelsea already have more than two million Facebook followers in Nigeria while national team player Victor Moses is a key member of the club’s first team.
“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 Franco María Maggi, marketing director, Nigerian Breweries.
As well as branding rights, the deal will see Star sending a number of football fans to watch matches at Stamford Bridge.
No term or value was announced for the partnership.
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