London-based Arsenal Football Club have announced a partnership with SKOL Brewery Limited Rwanda as the club’s regional beer partner in Rwanda. According to a statement by the English Premier League team, the club will ride on SKOL Rwanda sponsorship, to expand into other territories across Africa over the next two and a half years. The partnership is a direct result of our successful partnership with the Rwanda Development Board (RDB) and re-affirms our affinity with Africa, said Arsenals Commercial Director Peter Silverstone. “We have nearly 90 million followers across Sub-Saharan Africa, and were looking forward to connecting with new fans in the region whilst sharing our knowledge and experience, developing coaching programmes and helping SKOL Brewery Limited Rwanda build their business, Silverstone said. Last May, RDB, through its subsidiary, the Rwanda Convention Bureau, become Arsenal’s first official sleeve partner as part of the country’s drive to become a leading global tourist destination, using ‘Visit Rwanda’ messaging. SKOL Brewery Limited Rwanda is already involved in local football and currently have a deal with giants Rayon Sports. In the statement, Arsenal indicates that the partnership will involve Arsenal staff providing football consultancy services to offer guidance and advice to support the development of such partner clubs. “We will be providing SKOL Brewery Limited Rwandas sponsored football teams with once in a lifetime trips to London to visit Emirates Stadium and receive coaching sessions with Arsenal coaches.” SKOL Brewery and Arsenal will also run coaching clinics to support grassroots football, as part of the deal. The partnership also provides SKOL breweries with promotion partnership through TV commercials, the production of special edition co-branded bottles and large scale on-pack promotions offering supporters the opportunity to win match tickets and official Arsenal merchandise.
