Chelsea secure African double deal

English soccer club sign regional partnerships with Star Beer and Rexona.

Chelsea secure African double deal

English soccer champions Chelsea have announced new partnerships with Star Beer and Rexona.

Star Beer will become the Premier League side’s official beer partner in Nigeria, in a deal which will see the Nigerian Breweries-owned company sell Chelsea-branded beer bottles throughout the African country.

Meanwhile, Rexona has become the London-based team’s official personal care partner in Africa. The agreement expands the club’s existing partnership with Unilever, which already incorporates the company’s Sure brand in the UK. The two parties will collaborate to create grassroots soccer opportunities for youngsters across the continent.

The length and financial terms of the two deals were not disclosed.

Commenting on the deal with Star Beer, Chris Townsend, Chelsea’s 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 for Nigerian Breweries, 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.”

Speaking about the Rexona deal, Townsend said: “We are delighted to welcome Rexona as our official personal care partner across Africa. At Chelsea we pride ourselves on working with some of the world’s leading companies and so partnering with Africa’s number one-selling deodorant brand is very exciting for us.”

Mark Aschmann, regional marketing manager for Rexona Africa, added: “We are thrilled to announce our partnership with Chelsea FC in Africa. Football is the most loved sport in Africa and is a key passion point for our consumers. Through this partnership, Rexona wants to provide aspiring and talented footballers across Africa with the opportunity to shine and achieve their goals. Our aim is to develop football at grass root levels, giving African millennials the chance to change their lives.”

Chelsea slipped to fourth in the Premier League table following a 1-0 defeat at home to table-topping Manchester City on Saturday. They play their next fixture away to bottom side Crystal Palace on 14th October.