BIG corporations in Nigeria have been urged to take advantage of opportunities in the domestic league football clubs to drive brand building activities that would lead to increased market share and also create jobs that would empower the critical youth population.Sports marketing and public relations consultant, Harry Iwuala of YOUDEES Integrated Services Limited (YISL), which is the official marketing consulting firm to Enyimba International of Aba, made the call while reacting to the recent shirt sponsorship deal between Enyimba and Guinness Nigeria Plc.Iwuala described Guinness as the biggest beer brand in the country's football industry, adding: 'In supporting football clubs in the country, our big corporations will be creating engagement platforms to further drive brand affinity with the local residents, who despite perceived indifference, love the clubs.'Iwuala's company negotiated the deal on behalf of Enyimba. Guinness recently re-launched the Dubic Beer brand, a once popular beer in the old Imo State with a plant in Aba. Iwuala noted: 'We can see that Guinness understands the passion of Abia people for Enyimba and any other company could have rode on the back of this passion to achieve market penetration with this geographic.'He predicted that the Guinness brand would enjoy increased sales in the coming months, especially 'as beer is a popular recreational drink for fans after successful games and we know Enyimba has a track record of successes in their home games.'Iwuala said some of the commercial opportunities available through club partnerships include promotional campaigns and sales during matches, stadium branding, players tagging and access to top government officials.Guinness also signed on Shooting Stars Sports Club (3SC) of Ibadan and the deal is for an initial three-year period.
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