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10 Jun

All In Summit

Made Global Case Study – Guinness Africa

/ February 28th 2021
Exports and International Trade

HeyHuman has a strong long-term relationship with the Guinness teams in Ireland, the UK, Kenya, Nigeria, Cameroon and Uganda which has developed over years and many EPL football seasons. 

Guinness Night Football was football like never before, a high-octane mash-up of football, music, food and fashion. Reaching over 100m fans, it brought people from different walks of life together and added even more colour, vibrancy and flair to the game. Thirteen regional events in bars and cities across Africa culminated in a pan-African five-aside tournament, which made Guinness the most talked about beer brand.

Guinness Night Football redefined how fans could engage with football by bringing it together with other cultural interests. It made a difference to both the brand and the business and was the start of new ways of thinking about experiences. This is being developed further as a result of the impact of new behaviours as a result of COVID-19 which has changed brand relationships.


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