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.
The Nigerian, who arrived in China fresh from winning gold at the African Senior Athletics Championships in Ghana earlier on Wednesday, clocked a season’s best of 12.41s behind Olympic champion Masai Russell and Bahamian star Devynne Charlton.
Russell produced a dominant display to win the race in a meeting record and world-leading time of 12.25s, improving on her previous world lead of 12.40s.
Charlton, the reigning world indoor champion, finished second in 12.38s in one of her strongest outdoor performances to date.
Amusan, whose world record of 12.12s remains the fastest time ever run in the event, improved significantly from her previous season’s best of 12.84s set during her victorious outing at the African Championships in Accra.
The 29-year-old was competing in a stacked field that included reigning world champion Ditaji Kambundji of Switzerland, Jamaican pair Megan Simmonds and Ackera Nugent, China’s Wu Yanni and Americans Tonea Marshall and Danielle Williams.
Kambundji, who won the world title in Tokyo last year with a Swiss record 12.24s, finished fifth in 12.82s, while Jamaica’s Nugent placed sixth in 12.98s.
Marshall and Williams failed to finish the race.
Following Amusan’s victory in Accra, the three-time Diamond League final winner expressed gratitude to her supporters while insisting she remained determined to achieve more success this season.
“Beyond grateful to God, my team, supporters, and everyone who continues to believe in me through every season. Historic feeling. Still hungry for more. The mission continues,”
The 10-time African champions are scheduled to take on the Teranga Lionesses on June 5 and 8 at the Remo Stars Stadium in Ikenne, Ogun State, in what will form a key part of their build-up to July’s continental tournament.
The fixtures were confirmed on social media platform X by Super Falcons Show, which announced the details of the encounter and venue.
“Nigeria’s senior women’s national team, the Super Falcons, will take on Senegal Women’s National Team in a double-header international friendly scheduled for June 5 and 8,” the post read.
“Both matches will be played in Ikenne, Nigeria.”
The friendlies come after Nigeria’s proposed training tour of the United Kingdom, which included a planned match against Jamaica, was cancelled due to scheduling complications linked to FIFA’s official women’s international window. The timing meant clubs would not have been obliged to release players.
With that tour shelved, the Senegal fixtures now offer a timely opportunity for coach Justine Madugu and his technical team to assess squad options, test tactical systems and strengthen team cohesion ahead of the WAFCON campaign and longer-term qualification targets for the 2027 FIFA Women’s World Cup in Brazil.
Senegal are expected to provide a competitive regional test, with their physical style and disciplined organisation likely to offer Nigeria a different tactical challenge across both matches.
The Super Falcons, who have dominated African women’s football for decades, will be aiming to use the double-header to fine-tune preparations as they pursue another continental title in Morocco next year.
Dr Bojuwoye, a seasoned medical professional with extensive experience in road running events across Nigeria, is expected to bring added value to the race through his expertise.
As medical director, his responsibilities will include overseeing emergency medical response, coordinating first aid stations along the course, ensuring athlete safety, and supervising medical volunteers and paramedics.
His role is critical in safeguarding the health of both elite and recreational runners, as well as spectators.
In addition to unveiling its new medical director, the organisers also announced five corporate partners for the 2026 edition.
The Development Bank of Nigeria (DBN), Petralon Energy, Razzl Drink, Dan Oil, and Carloha Motors have joined as sponsors, reflecting the race’s growing appeal across diverse sectors of the Nigerian economy.
The Okpekpe race, organised by Pamodzi Sports Marketing Company, has steadily risen in prominence since becoming the first road race in Nigeria to earn World Athletics label status in 2015.
It has since advanced to Gold Label Race status, attracting elite athletes from around the world and cementing its reputation as one of Africa’s benchmark road-running competitions.
Edo State, under the leadership of Governor Monday Okpebolo, has reaffirmed its commitment to supporting the race, citing its role in promoting tourism, community pride, and international recognition for the region.
Race Director Zack Amodu noted that the new partnerships underscore the event’s stature and its impact beyond sport.
We are delighted to welcome DBN, Petralon, Razzl, and Carloha Motors as partners for the 11th edition. Their support, alongside the backing of Edo State, not only strengthens the race but also reinforces its role as a platform for promoting excellence, youth empowerment, and community development,’ Amodu said.
Beyond its sporting significance, the Okpekpe International 10km Road Race has become a catalyst for social, health, and economic benefits.
It encourages fitness and healthy lifestyles, fosters social cohesion by bringing communities together, and generates economic activity through tourism, hospitality, and local commerce.
The event also showcases Edo State’s cultural vibrancy while contributing to Nigeria’s growing reputation in global athletics.
The 11th edition is expected to draw elite athletes, local participants, and international attention, further consolidating Nigeria’s place on the global athletics calendar.
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