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Eto’o signs for Guinness
Guinness has announced the appointment of Cameroon and Inter Milan striker Samuel Eto’o as a new ambassador for the brand’s Greatness campaign as a year of worldwide celebrations to mark 250 years of Guinness draws to a close.
Former Barcelona star Eto’o joins existing ambassadors Michael Essien of Ghana and Chelsea and Jay Jay Okocha of Nigeria who are also a part of the Guinness Greatness football programme.
The pan-African activity includes sponsorship of the Nigerian and Ghanaian national teams as well as Guinness-sponsored television coverage of the Barclays Premier League across Africa.
Guinness has shot an iconic advertising campaign starring Eto’o which is scheduled to hit Cameroon this month. The outdoor and print advertising will call on Guinness drinkers and football fans to “Reach for Greatness”.
In his role as ambassador Eto’o will be taking part in a number of Guinness events throughout the year that bring football fans closer to the game and its icons.
"I am happy to be an ambassador for such an iconic brand," said Eto’o. "One of the reasons I want to be in partnership with Guinness is that I share the brand’s values. In particular, I am inspired by the responsible drinking programme which is a subject that is close to my heart".
Eto’o will also act as a spokesperson for the Guinness responsible drinking programme.
"Football is a critical platform for Guinness in Africa," said Jeremy Kanter, regional brand director, Guinness, Diageo Africa. "We know that football unites and inspires our consumers across Africa like no other sport.
"We are now entering the third year of our football programme which is driven by the call to ‘Reach for Greatness’. Samuel Eto’o truly reflects the essence of Guinness Greatness, as well as inspiring it in others.
"He’s a huge icon in Cameroon and as a football star his name is known worldwide. He is a great figure to be associated with. We will continue to invest in football as a consumer engagement platform and to seek new ways of bringing football fans in Africa closer to their icons of the game."
Alan Lodge, 14.10.2009