English Premier League football club Chelsea has agreed sponsorship deals with Nigerian beer brand Star and Unilever-owned antiperspirant Rexona.
Star will serve as Chelsea’s official Nigerian beer partner, while Rexona has been named as the club’s official personal care partner in Africa. The lengths of the deals were not disclosed.
Star will sell Chelsea-branded bottles throughout Nigeria as part of its agreement with the London-based club.
Star also holds partnerships with Chelsea’s Premier League rivals Manchester City and Arsenal, Spanish LaLiga clubs Barcelona and Real Madrid, Italian Serie A team Juventus and French Ligue 1 outfit Paris Saint-Germain.
Chelsea commercial director Chris Townsend said: ‘We are very happy to begin this partnership with Star, a leading brand in a country fanatical about football. We believe this alliance will further help us grow our fan base throughout Nigeria while allowing Star to become even more appealing to consumers through their links with the Premier League champions.’
Chelsea’s partnership with Rexona builds upon its existing relationship with Unilever, which includes the Sure brand in the UK and Shield in South Africa.
Chelsea and Rexona will work together to create grassroots opportunities for young footballers across Africa as part of the agreement.
Townsend added: ‘The Chelsea Foundation continues to lead the way in improving the lives of young people all over the world and we now look forward to extending across Africa the fantastic grassroots initiative that we have already delivered in South Africa with Shield.’
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