With the incredible popularity of the English Premier League across the continent, corporate Africa is increasingly looking for ways to leverage the passion of local fans. In Ethiopia, Dashen Brewery has joined the band of African companies with corporate ties to English Premier League clubs. Dashen, a leading brewery in Ethiopia has announced a sponsorship deal with Arsenal, which will see it designated as the club’s official beer partner in the East African nation.

The deal, expected to last for a minimum of three years subject to an agreement for extension, should allow Dashen to leverage the popularity of Arsenal football club and English Premier League football in the Ethiopian market with a series of activations and promotions which could include the use of current and former Arsenal players.

Speaking after the announcement of the deal, Devlin Hainsworth, Dashen chief executive insisted the partnership will impact positively on football development in Ethiopia. “We are truly excited about this partnership,” he said. “Dashen and Arsenal share common values with community being at the heart of both brands. This partnership will see Dashen invest both in grassroots football while at the same time supporting our commitment to creating meaningful consumer experiences,” he added.

The deal could also see Dashen seek to partner with Arsenal on youth football projects possibly in a bid to unlock and groom talent in Ethopia as Hainsworth noted “it will be of great benefit to football development in Ethiopia.”

The deal, quite novel for Arsenal as they are the first regional partners in the East African football space, was announced via the club’s official Twitter account.

In an official club statement, Vinai Venkatesham, Arsenal’s commercial operations lead said the club was proud to create history with Dashen Brewery. “Arsenal has a huge fanbase across Africa, and our support in Ethiopia stands out as particularly strong. We are delighted to be partnering with Dashen Brewery, together creating the first regional partnership for a Premier League club, in this rapidly growing and developing territory.”

Dashen Brewery has been in operation since 1996 and despite being a relatively young player in the industry, it has grown to become a leading brewery in the region.

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