Sports
Why Budweiser Brought Terry, Carlos To Nigeria – Adedeji
Marketing Director, International Breweries Plc., Tolulope Adedeji, in this interview with newsmen talks about Nigerians’ passion for football and the global impacts of Budweiser Game of Kings, among other sundry issues
Budweiser, the official beer sponsor of the Premier League and Spanish La Liga, understands the love for football by all Nigerians. Football is one of Nigerian’s strongest passions. The love for football goes beyond watching matches to the banter that connects consumers online and offline.
According to Adedeji, every fan believes they know what’s best for their team and always have something to say about managers and coaches’ decisions. The Budweiser Game of Kings aimed to create a unique experience for consumers.
She noted that consumers get to have a say on what happens on the pitch by being the team managers of Kings FC captained by John Terry and Kings FC, captained by Roberto Carlos. And for the first time, both international players played alongside Nigerian Professional Football League players.
As the official beer of the Premier League and Spanish La Liga, the aim was to bring two international football greats from the Premier League and La Liga. And after months of research among football fans in Nigeria, we identified John Terry and Roberto Carlos as two international players who have impacted the Nigerian players and fans over the years and they both formed the perfect duo for the campaign.
She explained that the idea by Budweiser was to use the opportunity to put the Nigerian professional league under the spotlight. We decided to partner with the Nigerian Professional League. Allow our very own professional league players to play alongside the international legends on the same pitch.
She said that the campaign was successful beyond our expectations. Budweiser gained massive media attention and every football lover was excited to be a part of the campaign. Several fans were at the stadium and millions watched the match from their homes on television. The match was broadcast across NTA Network, STV Network and SuperSport Channels on GoTV and DStv. Others also watched online on YouTube and other Budweiser social media platforms.
Budweiser created a first of its kind experience for the Nigerian professional league players and fans with a series of events that they will live to remember for a long time.
“As the official beer of the FIFA World Cup, Premier League and Spanish La Liga, Budweiser’s commitment to creating unique football experiences in Nigeria remains intact and, we are planning something even bigger for the World Cup year in 2022.
“Consumers interested in becoming managers were required to look under the crown cork of Budweiser for the unique code that gives them a chance to participate in the draw to become managers. Successful consumers selected from the draws received invites to audition for the manager position,” she said.
”The audition panel consisted of officials from the National Professional League organising committee. The audition panel, therefore, conducted the interviews to determine the managers.
“Budweiser is committed to consistently bringing consumers new and exciting experiences. To stay in touch, I will suggest you follow our social media pages @BudweiserNigeria.
“Football is one of the platforms that unite the world, and it is a strong passion point of Nigerian consumers. Budweiser is therefore committed to bringing consumers elevated experiences and joy.” She concluded.
Sports
I Joined Saudi League To Win Titles – Senegal Keeper
Senegal goalkeeper Edouard Mendy has said that criticism that he and other players chased money by moving to Saudi Arabia is wide of the mark.
The 33-year-old left Chelsea for Al-Ahli in a £16m ($21.4m) deal in 2023, and in May the Africa Cup of Nations winner helped his Saudi club win the Asian Champions League, making him one of the few players to win both that competition and its European equivalent.
But, like many others, Mendy has been criticised for playing for money rather than prestige in the lucrative Saudi Pro League.
When asked about such criticism, Mendy told a Tidesports source, “Al-Ahli’s project came along and they made me feel I had a big role to play.
“Two years later, we won the Champions League for the first time in the club’s history. So yes, that validates my choice. And I hope the coming years will validate it even more.”
He added: “Some people will quickly jump to conclusions and say the only reason is money. From the start, I always said that when I left Chelsea, I knew I was joining another team where I could win everything , which was no longer the case at Chelsea.”
The Blues have since won the Conference League, Europe’s third-tier club competition, under the ownership of Todd Boehly and Clearlake Capital.
But it comes after the regime’s trophyless first two years, a period which has frustrated some supporters after the success enjoyed under Roman Abramovich’s stewardship in the previous 19 years.
Mendy has also been celebrating what he describes as a historical win with Senegal against England at Nottingham Forest’s City Ground, but days earlier he had been in Dakar delivering a different kind of win.
He is the sponsor of Yakaar, a school in Keur Massar, which seeks to improve funding and access to digital learning tools for local children from underprivileged backgrounds.
Famously, as Mendy grew up in France, he was unemployed, aged 22, while struggling to find a club, with members of his family still living on the outskirts of Dakar.
That is why Yakaar, a word meaning “hope”, was chosen, a word Mendy has carried with him in his career.
“Hope is what kept me going. When I was without a club, it was the hope of getting that first professional contract.
“Then the hope of playing for the national team. The hope of making my family proud by doing the job I had always dreamed of.
“Indeed, hope is the best word to describe my career.”
Mendy was also asked whether the responsibility of being an African goalkeeper had weighed heavily on him.
“Of course. When I was in England, there weren’t many African goalkeepers in top clubs,” he admitted.
“Whether nationally or internationally, I had that responsibility. It’s the same for other African goalkeepers like Andre Onana [Manchester United] or Yassine Bounou (Al-Hilal).”
Sports
Spanish Football Fires Entire Refereeing Committee
The entire refereeing committee has been fired by the Spanish Football Federation (RFEF), with structural reforms soon set to follow.
According to sources, the Spanish Football Federation (RFEF) has dismissed the entire refereeing committee in response to mounting pressure from clubs demanding structural reform. A major shake-up aimed at modernising Spanish refereeing from top to bottom has now been set in motion.
Head of the Technical Committee of Referees (CTA), Luis Medina Cantalejo and Head of VAR, Carlos Clos Gomez, have been removed from their positions. They are joined by several senior officials, including Antonio Rubinos Perez and three vice presidents, who are also stepping down. A new leadership model will be introduced, led by a CEO and a sporting director, aiming to overhaul how refereeing is managed covering assessments, promotions, and daily operations. While the leadership changes are sweeping, the current pool of referees in La Liga and the second tier will remain, ensuring continuity on the field during the transition.
Sports
Ronaldo Renews Stay With Saudi Pro League
Cristiano Ronaldo has signed a new two-year contract with Al-Nassr that means he will stay with the Saudi Pro League club until beyond his 42nd birthday.
The Portugal captain, 40, joined the Riyadh-based team in December 2022 after leaving Manchester United in acrimonious circumstances, having criticised the club and said he had no respect for manager Erik ten Hag.
Ronaldo’s Al-Nassr deal had been due to expire at the end of June and there was speculation he could leave, but that has now been quashed.
In a post on X, Ronaldo wrote: “A new chapter begins. Same passion, same dream. Let’s make history together.”
Although Al-Nassr have not added to their nine domestic titles during Ronaldo’s time at the club, they have benefited from a flood of goals from the five-time Ballon d’Or winner.
Ronaldo scored 35 times in 41 matches across all competitions last term and was the league’s top scorer for a second consecutive season.
He has managed 99 goals in appearances overall for Al-Nassr and is well on his way to reaching 1,000 senior goals in his career, with a current tally of 938 for club and country.
Having helped Portugal win the Uefa Nations League a little over two weeks ago, the former Manchester United, Real Madrid, Sporting and Juventus forward will almost certainly now be targeting a sixth World Cup appearance next summer.
Only a month ago, Ronaldo posted on social media to say “the chapter is over”.
That came after the Saudi Pro League wrapped up with Al-Nassr finishing third and trophyless once again.
The comment fuelled rumours that Ronaldo was ready to leave the league where he reportedly became the best-paid player in football history with an annual salary of £177m when he joined.
Fifa president Gianni Infantino raised the prospect of Ronaldo joining a team involved in the Club World Cup after Al-Nassr failed to qualify for the extended tournament which is being held in the United States.
Ronaldo said he had received offers from participating teams but had turned them down.
The decision to stay until at least 2027, which is certain to be highly lucrative, appears to rule out any future prospect of Ronaldo returning to play at the highest level in Europe.
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