The Nation Newspaper A Decade of Dedication: How Guinness Conquered Football in Nigeria
Nigeria, a vibrant nation woven from over 300 ethnicities, finds a powerful unifier in football. For over a decade, Guinness has fuelled this passion, carefully curating unforgettable football experiences.
“Every Minute Made of More” consumer promotions and celebratory ad campaigns kept the excitement bubbling throughout the 2015 football season. Fast forward to 2019. Guinness wasn’t satisfied with just watching the game; they wanted fans to experience it. Enter Guinness Night Football – a multi-sensory extravaganza of nighttime five-a-side matches across Uganda, Kenya, Cameroon, and of course, Nigeria.
The resounding success of the event transcended simply watching the game. It was about immersing yourself in the atmosphere, the shared passion, and the electricity of live football. Over 500,000 fans were directly reached, with a staggering 1.4 million live radio community tuning in weekly to the Guinness Matchday Review Radio shows. The digital footprint exploded, reaching an incredible 61 million and generating 11.5 million engagements.
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