Guinness launches major football initiative to connect Kenyan fans

By KBC Reporter

Guinness has unveiled a programme that will bring together communities across the country through their universal love for football. 

Under the banner ‘Made of Football’, the programme entails renovation of local pitches and countrywide community viewing centres as well as consumer promotions and the continued sponsorship of broadcast of English Premier League games.

Guinness will refurbish four community pitches across the country between November 2016 and June 2017.

The pitches are spaces used by local football clubs or simply fans who come together to play football as a pastime.

“An initiative to renovate community pitches in Kenya is long overdue.  Many clubs and players train on rough pitches with uneven surfaces that have inherent injury risks.  The Guinness Made of Football pitch renovations will deliver spaces where not only clubs but entire communities can come together and play their favourite game,” said Mr Andrew Kilonzo, Sales Director, Kenya Breweries Ltd.

Football is the most popular sport globally as statistics indicate that there are an estimated 3.5 billion fans globally, with Africa ranking second in popularity of the sport. In Kenya, the UK football league matches are only available on paid channels available via digital set top boxes.

The Communication Authority of Kenya states that the number of digital set top boxes purchased in 2015/2016 were 3,043,944 Pay TV and 95,493 for Cable. However, for many fans the digital TV packages that offer football matches are costly. As a result they rely on the local bars for viewing.

Therefore, in addition to the pitch makeovers, Guinness will set up mobile viewing centres where UK football matches will be aired live on large screens in 57 locations in Kenya. The centres, expected to reach 60,000 fans, are designed to give fans a stadium ambiance complete with great watching space and state of the art screens for football fans.

Samuel Wasswa, Marketing Manager Guinness, Pilsner and Portfolio Beers said:  “This year Guinness is showing even greater support for the incredible football fans across the country in a way only Guinness can. Through the ‘Made of Football’ campaign we are providing exciting experiences for football fans in the country, whether that be incredible prizes and competitions or unique viewing experiences.”

The consumers will also have a chance to interact with Guinness Brand Ambassador Carol Radull who will join them in various centres to watch the games.

As fans enjoy the Premier League matches, consumers who buy Guinness stand a chance to be rewarded through a consumer promotion dubbed “Get Booked” which will reward 6 customers with a trip to the UK to watch a live English Premier League game as well as over Kshs1,000,000 in cash prizes available to win.  The promotion is currently running in over 5,000 bars across the country till December 18th 2016.


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