FC Barcelona and Castle Lager this Monday have announced they are adding the African countries of Kenya and Nigeria to their current agreement signed in 2013. The three year partnership places Castle Lager as the official beer of FC Barcelona across the majority of the African continent except in certain areas where Castle Milk Stout is the official African stout of FC Barcelona.
This latest expansion adds two more countries to the successful collaboration between Africa’s premier Lager and FC Barcelona. Laurent Colette, FC Barcelona Commercial Chief Officer, highlighted the importance of the agreement for the Club: “Africa is becoming a very important player in the world of football, with millions of fans following the best players around the world, and also thanks to the continent’s fabulous talent. Through our association with Castle, we are getting closer to Africa and providing more communication platforms between FC Barcelona and African fans.”
According to Alastair Hewitt, Africa Spokesperson for CASTLE Lager parent company SAB Miller, “FC Barcelona’s decision to partner with Africa’s premier beer brand has definitely contributed to boosting the team’s popularity on the continent and has already seen some of the club’s coaches conducting coaching clinics in the some of the markets as part of their skills transfer initiatives.”
The initial deal signed by FC Barcelona and Castle Lager is a first for the club with a company based in Africa and has allowed Castle Lager consumers and Barça fans across the continent to have easier access to their favourite football club.