Guinness Nigeria PLC are set to lose their sponsorship deal with the Nigeria Football Federation (NFF) to fierce rivals Nigeria Breweries ahead of this summer’s FIFA World Cup in Russia.
The company, established in 1759, is presently the official brew of the various national teams as contained in its partnership with the NFF.
Guinness have, however, concluded plans to end their 11-year partnership with the football house paving the way for rivals Nigeria Breweries, makers of Star Lager Beer, to take over the sponsorship.
Guinness entered into a partnership with the NFF in 2007 and has always renewed the sponsorship deal with the latest renewal, a four-year extension, coming just before the 2014 FIFA World Cup in Brazil.
The potential partnership between NFF and Star will cement the latter’s hold on Nigerian football as the brewing giants currently has a sponsorship deal with the Nigerian Professional Football League (NPFL).