July 5, 2022
Events Lifestyle Uncategorized

Why Budweiser brought Terry, Carlos to Nigeria– Adedeji – The Punch

  • November 29, 2021
  • 4 min read
Why Budweiser brought Terry, Carlos to Nigeria– Adedeji – The Punch

Punch Newspapers
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Marketing Director, International Breweries Plc., Tolulope Adedeji, in this interview with ABIODUN SANUSI, talks about Nigerians’ passion for football and the global impacts of Budweiser Game of Kings, among other sundry issues
Budweiser Game of Kings is the first of its kind in Nigeria. What was the rationale behind the campaign?
Budweiser, the official beer sponsor of the Premier League and Spanish La Liga, understands the love for football by all Nigerians. Football is one of Nigerian’s strongest passions. The love for football goes beyond watching matches to the banter that connects consumers online and offline. Every fan believes they know what’s best for their team and always have something to say about managers and coaches’ decisions. The Budweiser Game of Kings aimed to create a unique experience for consumers. Consumers get to have a say on what happens on the pitch by being the team managers of Kings FC captained by John Terry and Kings FC, captained by Roberto Carlos. And for the first time, both international players played alongside Nigerian Professional Football League players.
What informed the choice of John Terry and Roberto Carlos out of the array of international football legends available?

As the official beer of the Premier League and Spanish La Liga, the aim was to bring two international football greats from the Premier League and La Liga. And after months of research among football fans in Nigeria, we identified John Terry and Roberto Carlos as two international players who have impacted the Nigerian players and fans over the years and they both formed the perfect duo for the campaign.
Why match the international legends with local league players?
The idea by Budweiser was to use the opportunity to put the Nigerian professional league under the spotlight. We decided to partner with the Nigerian Professional League. Allow our very own professional league players to play alongside the international legends on the same pitch.

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Would you say the campaign achieved its objective?
The campaign was successful beyond our expectations. Budweiser gained massive media attention and every football lover was excited to be a part of the campaign. Several fans were at the stadium and millions watched the match from their homes on television. The match was broadcast across NTA Network, STV Network and SuperSport Channels on GoTV and DStv. Others also watched online on YouTube and other Budweiser social media platforms.
Budweiser created a first of its kind experience for the Nigerian professional league players and fans with a series of events that they will live to remember for a long time.
Will this be a recurring campaign or one-off event?

As the official beer of the FIFA World Cup, Premier League and Spanish La Liga, Budweiser’s commitment to creating unique football experiences in Nigeria remains intact and, we are planning something even bigger for the World Cup year in 2022.
What were the criteria for the selection of managers?
Consumers interested in becoming managers were required to look under the crown cork of Budweiser for the unique code that gives them a chance to participate in the draw to become managers. Successful consumers selected from the draws received invites to audition for the manager position. The audition panel consisted of officials from the National Professional League organising committee. The audition panel, therefore, conducted the interviews to determine the managers.

What should consumers of Budweiser expect next from the brand?
Budweiser is committed to consistently bringing consumers new and exciting experiences. To stay in touch, I will suggest you follow our social media pages @BudweiserNigeria.
Budweiser is the official beer sponsor of the EPL and La Liga. Why Football?
Football is one of the platforms that unite the world, and it is a strong passion point of Nigerian consumers. Budweiser is therefore committed to bringing consumers elevated experiences and joy.
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