Guinness Takes Its ‘Matchday Made of Black’ Experience to Benin


Adibe Emenyonu in Benin City

English Premier League lovers in Benin were treated to an exciting “Matchday Made of Black” experience on Thursday, April 27 as the Guinness Matchday train arrived for a screening of the highly contested Manchester Derby.

Football fans experienced an incredible evening complete with live commentary from the Supersports crew of Mozez Praiz, and Mike Maiyaki, as well as Orangeman Mohammed of Raypower Benin.

The evening was rounded off by a live music performance from Benin-born artiste Maleke who consistently shows that he is Made Of Black by showcasing sheer determination, passion and hard work in his music; values that exemplifies the Guinness Made of Black movement.

Guinness recognising that the most amazing football experiences go alongside good music has infused music into these series of events.

It would be recalled that consumer favorites like Jaywon, Illbliss, Small Doctor and Magnito serenaded Lagos consumers at the kick-off of the activation on March 19th; Slow Dog thrilled the consumers in Owerri while Zoro, Mr. Ransome and Quincy upped the ante in Enugu, exciting fans at the centres with great music.

The Benin experience is the fourth stop for the Guinness Matchday experience since its kick off in Lagos on 19th March.

The Guinness Matchday activities are designed to celebrate Nigeria’s passion for football and music and to unite communities through incredible football experiences – in a way that only Guinness can do.

The Benin events which took place at Tips Bar and Play House bar provided English Premier League (EPL) fans the opportunity to showcase their passion for football. Fans were rewarded with a free Guinness Foreign Extra Stout for every Guinness Foreign Extra Stout bought at the venue and also had the chance to win airtime units.

“Our consumers are at the heart of what we do,” said ‘Rob Hobart, Marketing Director for Guinness Nigeria Plc, adding “and delighting them is what we will always strive to do.”

“As a brand, we realise that the Nigerian consumer is a restless go getter- one whose boldness is fueling a progressive, new spirit of Africa, the brand, an embodiment of this mindset is successfully putting itself right at the centre of this movement.

“Knowing how passionate Nigerians are about music and football and how they fully give themselves to these passions without inhibitions, we launched “Match Day Made Of Black”- to create totally different and amazing football.

“Before now, we have been sponsoring the broadcast of the EPL in Nigeria and we remain committed to showing greater support for the incredible football fans across the country. The Matchday Made of Black is another testament to our commitment in this regard,” Hobart said.

“There are two things you can be sure will always bring Nigerians together – football and their favourite Guinness,” said Uche Onwudiwe, Marketing Manager, and Guinness. “What better way to show this than an infusion of Guinness, Football and Music.”

“As a brand,” he continued, “we celebrate those who are Made of Black- those who continually carve their own path without inhibitions. Football is one of the areas where our consumers lose all inhibitions and as a brand; we cannot but stay true to their passion.

“We’re looking for Fans Made of Black – fans who go above and beyond to demonstrate their passion for their favourite team. We want to find the fans who don’t just wear their team colours, they live them; the fans whose goal celebrations are more emotional than the players; these are the fans Made of Black who we want to recognise and celebrate.” Guinness has sustained a historic association to football in Nigeria through its sponsorship of the EPL broadcast in Nigeria on Super Sports as well as its sponsorship of the Nigerian National Team- Super Eagles and annual consumer promotions such as Every Minute Made of Black that reward fans who buy and enjoy Guinness while watching the game.

The Matchday Made of Black train will continue to visit other football loving cities in Nigeria making its next stop at Ibadan on the 7th May.

At the end of the event, one of the fans, Kelly Okpede, said he appreciates Guinness for putting the event. Okpede who was one the winners of music guess that went home with CD plate, also commended the organisers for allowing fans to showcase their love for music.

“Guinness has been doing well all over Nigeria and I appreciated the fact that they are bringing their product life to Benin City and is allowing us to showcase our love for football by coming together to celebrate happiness.

“I am telling all fans that if they are not taking Guinness, they are missing a lot. So I am telling them that any march played, there should be a bottle of Guinness in their hands.

“I am here for the game today and I am supporting Manchester United. I hope they win so that I can get some prizes back home.”