Guinness Ignites Abuja With Premier League Fever in Epic Football Viewing Experience
Guinness, the Official Beer Partner of the Premier League, transformed a third space venue in Abuja into a bastion of football fanaticism and community. The brand orchestrated an epic live football viewing experience, a strategic move to capture the hearts of Nigeria’s passionate football devotees and solidify its cultural footprint where sport and social life passionately intersect.
The chosen stage for this gathering was Papiee’s Meatro along the Jahi Expressway, which swelled with thousands of loyal supporters. The air buzzed with anticipation as crowds adorned in the colours of Arsenal, Liverpool, and Chelsea converged.
This convergence was no accident but a carefully curated assembly, reflecting the diverse tapestry of Premier League fandom across Nigeria.
All attention was riveted on the North London Derby, a clash between Chelsea and Arsenal at Stamford Bridge. The venue erupted with a symphony of raw emotion—unified cheers for dazzling play, groans at missed chances, and playful banter between factions.
This immersive watch party experience, dubbed the Guinness MatchDay, is far more than a simple watch party. According to brand executives, it is a deliberate platform designed to deepen Guinness’s intrinsic bond with football and reinforce its longstanding place in Nigerian social culture. It represents a commitment to moving beyond passive sponsorship to creating active, shared moments that resonate on a personal level with consumers.
“Guinness, as the Official Beer of the Premier League, created the Guinness Matchday platform to deliver an elevated football viewing experience for Nigerians” explained Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria PLC. “It’s about bringing fans together to celebrate the game with energy, community, and, of course, the bold taste of Guinness.” This statement underscores a strategy that pairs product with palpable experience, aiming to own the social ritual of match viewing.
The Abuja event is a continuation of a proven legacy. For years, the Guinness Matchday initiative has engineered some of Nigeria’s most memorable football viewing events, leveraging partnerships across telecom and broadcast sectors. Earlier in the year, Guinness brought the Premier League Trophy to two cities – Lagos & Enugu – where thousands of fans were given the opportunity to see and interact with the Trophy up close. It set a precedent for interactive engagement that the current Match Day viewings now expand upon.
These efforts have meticulously positioned Guinness not just as a beverage, but as the alcoholic brand synonymous with the prestige and excitement of football fandom in the Nigerian consciousness.
For the ongoing Premier League season, Guinness Nigeria has embarked on an ambitious national rollout of these Matchday Epic Viewing events. Scheduled across major cities from October through December, the Guinness match Day experience promises fans premium football viewings complemented by great music, predict & win games and curated social atmospheres, making every match feel like a final.
Beyond the ninety minutes on the pitch, the brand designed a holistic entertainment package. Attendees were treated to interactive games, exciting giveaways, and opportunities to win exclusive Guinness merchandise.
The experience was further amplified by appearances from popular influencers like Koyin of BBN Season 10 and performances from top DJs including Gigi Jasmine from BBN Season 10, ensuring the energy remained at a fever pitch from pre-match to post-match, crafting not just a viewing but a lasting memory anchored by the Guinness brand.
