Nigeria, a vibrant nation woven from over 300 ethnicities, finds a powerful unifier in football. For over a decade, Guinness has fuelled this passion, carefully curating unforgettable football experiences.
The premium beer brand, Guinness, has unified people though it’s power of goodness and communion and has been a catalyst behind some of the best football moments to life in shared optimism. Guinness saw not just a game, but a beating heart, a chance to unite this diverse nation under the banner of the beautiful game. In 2013 the brand, in a record-breaking feat unveiled the world’s largest Nigerian jersey – a powerful symbol of unwavering support for the Super Eagles. This wasn’t just a jersey; it was a battle cry.
Guinness knew support went beyond a giant piece of cloth. They launched the “Fly With the Eagles” campaign, whisking 200 lucky fans on an all-expenses-paid trip to cheer on the Nigeria team in South Africa. The roar of the crowd, the shared hope, the electrifying energy – it was a journey etched in memory, culminating in a glorious victory – the AFCON 2013 trophy hoisted high!
The love for football, particularly the Premier League, burns bright in Nigeria. Guinness recognized this and became the official broadcast partner with Multichoice/SuperSport. Every electrifying goal, every nail-biting save, was beamed directly into homes across the nation, but the story doesn’t end there.
“Every Minute Made of More” consumer promotions and celebratory ad campaigns kept the excitement bubbling throughout the 2015 football season.
Guinness wasn’t just about the big leagues, but also believed in nurturing local talent. In 2017, an icon walked onto Nigerian soil – Thierry Henry. His presence ignited a fire in young players’ hearts, a testament to Guinness’ commitment to growing the beautiful game from the roots up. The following year (in 2018), Guinness partnered with Rio Ferdinand, another legend celebrating the unwavering spirit of Nigerian fans with a country wide tour – a spirit truly “Made of More.”
Fast forward to 2019. Guinness wasn’t satisfied with just watching the game; they wanted fans to experience it. Enter Guinness Night Football – a multi-sensory extravaganza of nighttime five-a-side matches across Uganda, Kenya, Cameroon, and of course, Nigeria. This wasn’t just any tournament; it was a celebration of passion, featuring teams battling it out under the floodlights, culminating in a final night in Lagos with celebrities like Rio Ferdinand and others not just cheering but joining in the five aside games with fans. The night wasn’t complete without the electrifying performances of top African artists, blending music and football for a memorable experience that resonated deep within the soul.
Post pandemic, Guinness remained steadfast. They renewed their partnership with SuperSport, ensuring Nigerians wouldn’t miss a single Premier League moment. What more you would ask? In 2022, in the spirit of fandom, Guinness surprised 20 superfans with a trip to witness the magic of the EPL live in London.
Because fans deserve more, Guinness Matchday, launched in September 2023 to deliver epic live football viewing experience to fans across major cities in Nigeria in events with Giant screens, 360 surround sound and supercharged celebrations of culture through Music and Fashion.
The resounding success of the event transcended simply watching the game. It was about immersing yourself in the atmosphere, the shared passion, and the electricity of live football. Over 500,000 fans were directly reached, with a staggering 1.4 million live radio community tuning in weekly to the Guinness Matchday Review Radio shows. The digital footprint exploded, reaching an incredible 61 million and generating 11.5 million engagements.
Guinness’ commitment extends beyond one-off events. Partnerships with giants like MTN and Showmax ensure fans enjoy data discounts and free access to live matches, extending the reach of the beautiful game further than ever before. This dedication to creating unforgettable experiences is what truly sets Guinness apart. Understanding that football is more than just a game; it’s a shared passion that binds Nigerians together.
This is just one chapter in the incredible story of Guinness and Nigerian football fandom. Looking to the brighter future, weaving the magic, stitching football even deeper into the very fabric of Nigerians, Guinness announced its first-ever four-year global football partnership with the Premier League to kick-off 2024/25 season.
Guinness will use its distinctive marketing, creative advertising, and history of activating world-class sports sponsorships to create fun and engaging fan experiences. The partnership will look to continue to support and uplift the football community, on and off the pitch, and inspire new connections between its own consumers and passionate Premier League fans in Nigeria and around the world.
