September 25, 2015
Arsenal breaks new ground in Ethiopia
Arsenal Football Club has become the first Premier League side to secure a regional partnership in Ethiopia after announcing Dashen Brewery as its Official Beer Partner.
The three-year-partnership will help Arsenal get closer to its fans in Ethiopia and will focus on supporting Dashen Brewery’s community based initiatives with coaches from the club taking part in grassroots football development projects in Ethiopia.
Dashen Brewery will also directly engage with supporters in Ethiopia through the club’s digital platforms, promotional activities and marketing initiatives featuring Arsenal first-team players and club legends.
Arsenal chief commercial officer Vinai Venkatesham said: “Arsenal has a huge fanbase across Africa, and our support in Ethiopia stands out as particularly strong. We are delighted to be partnering with Dashen Brewery, together creating the first regional partnership for a Premier League club, in this rapidly growing and developing territory.”
The partnership follows backing from overseas shareholders of Dashen Brewery (Duet and Vasari).
Dashen Brewery chief executive officer Devlin Hainsworth added: “We are truly excited about this partnership. Dashen & Arsenal share common values with community being at the heart of both brands. This partnership will see Dashen invest both in grassroots football while at the same time supporting our commitment to creating meaningful consumer experiences.”