Guinness and Football in Nigeria
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The Story of Guinness and Football in Nigeria

For over a decade, Guinness has been a dedicated supporter of football in Nigeria, creating unforgettable experiences for fans and cementing its association with the sport. The leading premium beer brand has consistently sponsored football events, uniting the nation through the beautiful game.

In 2013, Guinness unveiled the world’s largest Nigerian jersey, symbolizing unwavering national support and unity. The brand followed up with the “Fly with the Eagles” campaign, sending 200 super-fans to South Africa to cheer on the Nigerian team, who won the AFCON 2013 trophy.

Guinness and Football in Nigeria

Recognizing Nigeria’s love for the Premier League, Guinness became the official broadcast partner with Multichoice/SuperSport, bringing every thrilling moment of the games directly into Nigerian homes. The “Every Minute Made of More” campaign in 2015 further engaged fans with exciting promotions throughout the football season.

Guinness also focused on nurturing local talent. In 2017, football icon Thierry Henry visited Nigeria, igniting a passion for the sport among young players. The momentum continued in 2018 with a nationwide tour featuring Rio Ferdinand, celebrating the spirit of Nigerian fans.

Guinness and Football in Nigeria

Innovative initiatives like Guinness Night Football brought nighttime five-a-side matches to life across several African countries, including Nigeria. The grand finale in Lagos featured matches with celebrities and performances by top African artists, blending music and football into an unforgettable experience.

Even after the pandemic, Guinness renewed its partnership with SuperSport to ensure Nigerians didn’t miss a single Premier League moment. In 2022, 20 lucky superfans were surprised with a trip to watch the EPL live in London, showcasing Guinness’ dedication to its fans.

Guinness and Football in Nigeria

In September 2023, Guinness launched “Guinness Matchday,” delivering epic live football viewing experiences across major Nigerian cities. The events, featuring giant screens, surround sound, and cultural celebrations, engaged over 500,000 fans directly and reached millions more through digital and radio platforms.

Guinness’ commitment goes beyond events. Partnerships with MTN and Showmax provide fans with data discounts and free access to live matches, extending the reach of football further. This initiative understands that football in Nigeria is a unifying force, igniting a shared passion nationwide.

Guinness and Football in Nigeria

As the new season approaches, Guinness, the official beer of the league, is ready to elevate fan experiences to epic heights, promising unforgettable activities and events that celebrate the love of the beautiful game. Whether in a Lagos pub or watching from Enugu, Guinness aims to make this season legendary for all football fans.

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