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Heineken renews sponsorship deal worth 56 mln birr

Heineken renews sponsorship deal worth 56 mln birr

Heineken Breweries SC has renewed its four year sponsorship agreement with the Ethiopian Football Federation (EFF) through its brand Walia. The renewed sponsorship agreement is set to run until 2022. The agreement was signed by Esayas Jirra, EFF president and Eugene Ubalijoro, Heineken’s managing director at Capital Hotel on Wednesday, March 22, 2019.

The deal will land EFF 3.5 million birr every month and 14 million birr for each four years. Walia beer is expected to secure promotional rights depending on the alcohol regulation the country is going to impose.

“Walia beer is proud to be the main sponsor of the Ethiopian national team, which will give us an opportunity to support Ethiopian players who are energetic like our brand and company; making this partnership the perfect fit,” Eugene Ubalijoro, managing director of Heineken Breweries SC said.

The sponsorship agreement extends for both (men and women) national teams. Following the recent alcohol regulation by the government, the EFF has agreed to promote the Walia brand on players’ training jerseys, duffle (gym) bags and on various players’ accessories. However, it is not possible to promote the product on players’ jersey during competitions.

 The agreement is expected to help in arranging six friendly matches per year. 

“It will be a great opportunity that Walia beer is still supporting us. The renewal deal will help us strengthen our national teams. This is a big deal,” EFF president Esayas Jirra stated.

In line with its sponsorship objectives, Walia will launch a number of events that aim at preparing Walia and Lucy teams for the upcoming competitions.

Heineken Breweries SC is also the main sponsor of the Ethiopian Athletics Federation (EAF) through its brand Sofi Malt running until 2022.

Heineken is the brewer and supplier of Walia, Bedele, Bedele Special, Harar, Sofi Malt, Buckler and Heineken beer in Ethiopia.