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How star showcased glamour, charm with European clubs’ partnership


Dbanj performing at the event.

Dbanj performing at the event.

Although some weather analysts had projected that it will rain intermittently that week, the sun rose that day with uncanny warmth and radiance. It seemed divinity was joining voices with humanity to project the relevance of what was to be unfolded. The venue of the event was quite cosy as guests; mostly young people arrived in droves.

As a prelude to the main event, guests were ushered into a tastefully furnished hall with different types of games. Guest had almost two hours of fun and excitement with drinks from the stable of Nigerian Breweries served generously, to put them in the mood for the expected revolutionary announcement.

After a lavish dinner, guests were ushered into the main hall where the special announcement was to be formally made. Virtually all the top executives of Nigerian Breweries Plc, sports analysts and administrators were present at the event. Apart from NB officials, 300 eminent sport personalities, media partners and other guests were ushered into the hall for proceedings to commence.

Inside the tastefully furnished chamber, one could, within minutes, one could see the Managing Director/Chief Executive Officer, Nigerian Breweries Plc, Nico Vervelde and Marketing Director, Nigerian Breweries, Franco Maria Maggi as well as other top management staff of Nigerian Breweries Plc. seated at the front row of the hall.

Although the glow of the sun was on their foreheads as they beamed with smiles, there was no way to read what was in the offing from the construct on those luxuriant faces. As the event compere, Gbenga Adeyinka strolled towards the podium with guided poise; it was obvious that the event would be a loaded package with suspense and excitement.

Till this moment, the atmosphere was thick with anxiety and speculations. What is this revolutionary announcement that star wants to make? Even when Gbenga Adeyinka tried to help pull out the “meat” from the myth surrounding this gathering, the full picture was still shrouded in mystery.

The ambience was quite cosy, revealing that only a genius that can craft an event of this nature, with suspense rising consistently to a crescendo. Eventually, with short documentaries presented on a giant screen and five powerful dance performances depicting the culture of each of the partnering European club, everything was brought to the open. Iconic beer brand, Star Lager was is signing a partnership agreement with five top European teams- Arsenal, Juventus, Real Madrid, PSG and Manchester City to take entertainment and football in Nigeria to a new level.

The costumes, stage scenery and dance steps performed before the teams were unveiled virtually transported the audience to the five European cities of those clubs. Every performance was a masterpiece with the audience remaining almost permanently at the edge of their seats throughout the two-hour event.

By virtue of the partnership with these five clubs with a combined history in football of 544 years, Star has become the “Official Beer Partner” of Arsenal; Juventus; Real Madrid; PSG and Manchester City. These five clubs also have a combined history of 87 domestic league titles, 13 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 experience and fun to consumers and loyal fans of these clubs.

“They bring freshness and new levels of excitement to the established order. We are happy to partner with these clubs as we collectively want the same things; to excite fans and give them memorable, unforgettable moments. It is what Star has always done and this is yet another way to demonstrate our commitment to creating exciting moments for our consumers”. Maggi said.
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; “the partnership is all about adding more excitement to the lives of our consumers and fun lovers across the country. That’s what we have done through our various sponsorships and platforms and this is yet another step in that direction. We have some really exciting plans in the works and we will be revealing them shortly. Fans of good, exciting football are in for a lot of exciting moments in the years to come.”

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.Advertising budgets will benefit the domestic media, as radio, television and newspaper houses will participate in Star’s amplification of matches and extended activities with their club partners.

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 sides.The event ended with turbo- charged entertainment performances by celebrity musicians like D’bang and Dare Art- Alade.

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