By
Fred Edoreh
Nigeria’s
premium lager beer, Star, on Tuesday in a colourful ceremony held inside the
Ball Room of the Eko Hotels and Suites, Victoria Island, Lagos, sealed a
“multi-year” partnership deal with the League Management Company
(LMC) for the Nigeria Professional Football League (NPFL).
The
relationship, according to the Portfolio Manager, National Premium Lager of
Nigeria Breweries PLC. makers of Star Lager Beer, Tokunboh Adodo. is conceived
with the objective of bringing “premium experience to consumers.”
“Our
objective is to bring the standard of other societies where football is at its
best to our consumers. We expect to see those activities that will enable
consumers to experience football like they have never seen before. We believe
in this platform and our partnership is about moving the NPFL forward seeing
that the gentlemen in the LMC have shown professionalism and adherence to
global best practices. Star is the first beer brand to ever sponsor the NPFL
and the partnership is worth every dime we are putting into it. The most
important word is partnership. It is a win win for both Star, the NPFL all
stakeholders.
The
National Marketing Director of NBL, Franco Maggi who assured that the
partnership is a multi year relationship said the most important thing is that
Star and the NPFL are together.
“This
is almost like a natural thing. Star is the longest selling beer and it has
been there at every great moment in Nigeria and it is just natural that we are
also with the NPFL which is providing a great leap for Nigerian football. What
is important is the fact that we are together. We wouldn’t be doing it if we do
not intend to stay for a long time. We are here to support the growth of
football in Nigeria and if the people who support football in Nigeria support
our brand, we will be happy.”
Elated
chairman of the League Management Company, Shehu Dikko, described the
partnership as unique, expressing optimism that the relationship will give the
league a big push.
“Our
objective is to get a partner that will work with us at the back end, take the
league into the heart of Nigerians, we are very positive that Star lager will
contribute greatly towards helping us achieve this and we are very excited with
the partnership.”
First
Vice President of the Nigeria Football Federation (NFF). Seyi Akinwunmi who
represented the board at the ceremony described the partnership as a marriage
between two excellent entities.
“Those
who know when the LMC started cannot believe that we are having this ceremony.
The LMC has come out with first class in managing the NPFL. Star is a first
class brand and the partnership is like a marriage between two first class
professionals. The deal is very transparent and the NFF is in total support of
it”
Already,
Star Lager has embossed the NPFL logo on its foil and Adodo who displayed the
new branding has assured that the Star Lager with NPFL logo will go into the
market “in few weeks time.”

Dignitaries
at the consummation of the partnership includes the Managing Director of
Nigeria Breweries PLC, Nico Vervelde, Chief Executive Officer of the League
Management Company, Hon Nduka Irabor, Chairman of the Lagos State Sports
Commission, Deji Tinubu, representative of the Federal Ministry of Sports, Engr.
A Alanamu, chairmen of NPFL clubs from across the country and distinguished
players in the football industry.

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