When the English Premier League (EPL) trophy was brought to Nigeria the penultimate week, courtesy of Guinness, it was jealously guarded by able bodied men wearing gloves. The trophy was displayed for fans in Enugu and Lagos, with warning ‘don’t touch’.
Guinness management took the responsibility to allow Nigerians see the precious silverware cup before Liverpool Club Captain Virgil van Dijk and his Reds teammates got their hands on the English Premier League (EPL) trophy last weekend.
To analysts, Guinness which has operated for 75 years in Nigeria going extra mile and making all efforts to bring the trophy to Nigeria for football loving fans was not just ordinary; it was also a powerful marketing gesture rooted in brand alignment and consumer engagement. Nigeria is a big market for Guinness. Therefore landing this cup in Nigeria is not just symbolic but efforts to sustain its market share by creating media attention and connecting with consumers.
Guinness may have spent millions on the corporate social responsibility and marketing gesture, but the impact it created in the minds of fans who never dreamt of seeing the cup real live, much more posing for photograph with it, is indelible.
Guinness gesture also shows that it is a brand that aligns its aspirations with lots of Nigerians and what matters to them. To some fans, Guinness has demonstrated in practical terms its connection and linkage with the brand, fans and football not just through TV campaigns. Brands that connect with consumers’ passion win their hearts and wallets.
At the State House, Marina, Governor Babajide Sanwo-Olu, commended Guinness Nigeria for its enduring contributions to national development and culture when the cup was presented to him.
“It’s exciting to see Lagos as part of this historic tour. Guinness has long been a part of our story — from being the first destination for its brewery outside the UK, to its decades of social impact”, Sanwo-Olu said.
Sanwo-Olu who was delighted at the presentation said the trophy’s presence in Lagos highlights the state’s passion, enthusiasm, and growth in sports, particularly football.
“We’re excited Guinness recognises Lagos by bringing the Premier League Trophy here. It’s an inspirational symbol for millions of fans across the state,” he stated.
He noted that sports can drive positive change, connect with the youth, and help unlock skills, potential, and creativity among young people.
“Sports help us build responsible citizens and serve as a platform for engagement,” the governor added.
Girish Sharma, Managing Director and CEO of Guinness Nigeria, reflected on the success of the tour: “This has been an incredible journey — not just for Guinness, but for every fan who showed up. Football is more than a game. It’s community. It’s passion. And through this tour, we’ve put fans at the centre of the action. Nigeria remains one of the world’s most passionate football nations, and we’re proud to have delivered this moment.”
At the Lagos leg of the tour held at The Palms Shopping Mall, Olayinka Bakare, Marketing and Innovation Director at Guinness Nigeria, added: “This wasn’t just a trophy tour. It was a celebration of identity, pride, and shared joy. At Guinness, we are committed to curating bold, culturally relevant experiences that reflect the heartbeat of our consumers. This campaign reminded us of the power of sport to inspire and unite.”
Over the years, Guinness has positioned the brand as a bold and iconic brand. With Guinness identifying with EPL, the most followed league in the world by millions of fans, underscores its premium position and uniqueness.
