Football Trade Directory

Chelsea sign beer partnership

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SportiveWays will become a collaborator with Chelsea and become the beer partner in Nigeria selling 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.’

Franco María Maggi, marketing director, Nigerian Breweries Plc, added: ‘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.’

Chelsea already possesses huge popularity in Nigeria, with more than two million Facebook followers in the country and a dedicated network of supporters regularly visiting the club’s official website.

Chelsea's on-field links with Nigeria are obvious. Africa Cup of Nations winner Victor Moses is a key member of Antonio Conte’s squad, and the now departed John Mikel Obi lifted every major club honour during his time at Stamford Bridge.

JC

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