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Lovemore Dube, Sports Editor
THE Zimbabwe Premiership is about to clinch a contract extension with Castle Lager with negotiations said to be at an advanced level.
This was disclosed by a Delta Beverages executive Max Karombo soon after the signing of a ground breaking deal between the continent’s leading brewery and FC Barcelona. The partnership, signed at the renowned home of FC Barcelona, Camp Nou, last week positions the beer as their official brand for any activity that FC Barcelona engages in across key markets on the African continent.
Under the agreement, Castle Lager, a beer brand which has been associated with local football since the 1960s, will be exclusive in most African regions, except for certain select countries where Castle Milk Stout will be the official beer of FC Barcelona. Nationals of the countries in which one of the world’s biggest brewers SABMiller is involved will have access to Barcelona regalia and trips to the team’s home to watch matches.
The Spanish club is regarded as one of the biggest football names in the world and could claim to be in the top three with Manchester United and Real Madrid.
The prospects of a new deal for the local Premiership should come as a relief to PSL chief executive Kennedy Ndebele and president Twine Phiri.
“The CASTLE Lager brand has a longstanding involvement in Zimbabwean football spanning over 50 years.
Our flagship sponsorship, the Castle Lager Premier Soccer League, is in its third year and we are already at advanced stages of finalising its extension. The new agreement with FC Barcelona will see our major stakeholders across Zimbabwe benefit from various programmes.
Our customers in the retail trade will benefit from increased Castle Lager activation programmes that involve FC Barcelona branding as well as incentive trips accompanied by Delta employees to visit the magnificent city of Barcelona and the Camp Nou. Our Consumers will also stand a chance to win various FC Barcelona merchandise and memorabilia, as well as trips to visit Camp Nou.
Castle Lager Premier Soccer League coaches will be part of various coaching clinics that the FC Barcelona coaching staff will conduct in Zimbabwe. We therefore look forward to an exciting partnership between FC Barcelona and Castle Lager over the next three years and beyond,” said Delta Beverages marketing director, Karombo.
Barcelona’s vice president (Economic and Strategic) Javier Faus said they were happy to have two big brands coming together. The two he said in a statement that they also share a passion for the game and supporters.
“We are delighted about signing this partnership with a world renowned brand such as Castle Lager and Castle Milk Stout. We identify with Castle Lager which, similar to our club, holds more than 100 years of history and great tradition. We also share with them our passion for football and supporters in a very important market such as Africa,” said Faus.
This is the first time that FC Barcelona has signed a partnership agreement with an African based company, which will open the door for FC Barcelona fans in the African continent to have easier access to their favourite club, merchandise, memorabilia and the chance to win a trip to travel to Barcelona to visit the club.
“The fact that FC Barcelona has decided to partner with Africa’s premier beer brand will quickly boost the team’s popularity on the continent and allow it and its payers to reach geographies not previously considered,” said David Carruthers, the marketing director of SABMiller Africa.
The Castle Lager brand has played a pivotal role in European football and several other international sports being beamed live on television through broadcasting partnerships.
Castle Lager is also a sponsor of two regional football competitions, namely the Cosafa Cup held in Southern Africa and Cecafa in East Africa.
The initial partnership between the two organisations is for three years.
SABMiller holds 40 percent in its association with Delta Corporation.
Online Reporter
derick.khumalo