Star partners top European clubsides to deepen consumer bonding

In an apparently audacious bid to extend it brand appeal to international markets and create a stronger emotional connection with Nigerian consumers, Star beer has announced a ground-breaking partnership with five of the biggest European football clubs – Arsenal, Juventus, Real Madrid, PSG and Manchester City. The deal comes on the heels of a historic sponsorship partnership with the Nigerian Professional Football League (NPFL) which was made public last week.

The five Europeans teams, represent some of the most supported foreign football clubs in Nigeria, and on a weekly basis they inspire passion and celebration across the nooks and crannies of Nigeria. According to analysts, Star by this partnership, intends to tap into the this football related frenzy to drive connection with millions of football loving fans in Nigeria; first to improve their experience of European league football and equally drive brand equity and sales for the brand.

By virtue of the partnership, Star has become the “Official Beer Partner” of Arsenal; Juventus; Real Madrid; PSG and Manchester City. 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. It is however not clear if the rebranded Star bottles will go on sale immediately.

Speaking with MARKETING EDGE at the event to announce the partnership, 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 in Nigeria. 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 and also boost stars popularity among football fans.

The partnerships with these clubs poses an exciting bright future for football development and viewing experience in Nigeria according to the Portfolio Manager, National Premium, Nigerian Breweries, Tokunbo Adodo. Speaking with MARKETING EDGE, Adodo noted that the relationship 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.

English giants Arsenal Football Club has won 13 League titles in its 130-year history and is loved by many Nigerians who appreciate its easy-on-the-eye style of game possession. Arsenal’s popularity soared in Nigeria when former captain and Olympic gold medalist, Nwankwo Kanu played with other Arsenal legends like Thierry Henry, Patrick Viera and Robert Pires in the 2003/2004 season.

Thereafter, the club’s affinity with Nigerians has continued to grow even stronger with the emergence of Alex Iwobi on the squad. Juventus with thirty-two Serie A titles, is the most successful Italian club ever. They have a rich history of achievements and a big support base that extends beyond their hometown of Turin. Real Madrid with over 250 million global fan base is one of the world’s biggest and richest clubsides. It boasts of a record eleventh UEFA Champions League title in 2016 and its one of the favourites to retain the title this season.

The Madrid based team with a rich history of signing the world’s most expensive footballers has a huge followership n Nigeria. Manchester City has become a top name in English football over the last decade. Young Nigeria forward for the team, Kelechi Iheanacho remains a delight to watch as he finds his feet alongside Sergio Aguero, David Silva and Yaya Toure under the tutelage of the very successful coach, Pep Guardiola.

While PSG is the relatively youngest of the five but a top name in French football, winning the last four Ligue 1 titles as they push to become a major challenger in Europe. Despite the recent departure of Zlatan Ibrahimovic, the presence of Thiago Silva and David Luis in defence continues to keep the capital side grounded. Star’s partnership with Europe’s five greatest clubs may further encourage the clubs to include Nigeria in their summer pre-season tours and definitely an unprecedented way to launch out into the big waters by building a positive synergy between domestic and global football.