The Dashen Brewery has announced that it has concluded a three-year partnership accord with the London-based Arsenal Football Club.
Dashen Beer S.C. has signed a Memorandum of Understanding with the English premier league football club Arsenal on September 25, 2015 at Intercontinental Hotel in Addis Ababa.
Dashen Brewery will also directly engage with supporters in Ethiopia through the club's digital platforms, promotional activities and marketing initiatives featuring Arsenal first-team players and club legends. Arsenal will also reciprocate the same by posting Dashen's logo on all promotional marketing activities. It will further support Dashen Brewery's community based initiatives with coaches from the club taking part in grassroots football development projects in Ethiopia.
Arsenal's Chief Commercial Officer Vinai Venkatesham said at the ceremony that such partnership, the first in Africa will further get Arsenal to its wide African fan base. The partnership follows backing from overseas shareholders of Dashen Brewery.
Chief Executive Officer of Dashen Brewery, Devlin Hainsworth, who also spoke, added, "We are truly excited about this partnership. Dashen & 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 support our commitment to creating meaningful consumer experiences."
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