The Marketing and Innovation Director of Guinness Nigeria Plc, Yinka Bakare, has expressed confidence that the Season 12 edition of the English Premier League Trophy Tour will usher in a new era of creativity and innovation for Nigerian youths.
Speaking on Sunday at the Palms Mall in Lekki during the Lagos stop of the tour, Bakare emphasized that the initiative aligns with Guinness’ enduring commitment to providing platforms where young Nigerians can freely express themselves and enjoy their passion for football in fun and exciting ways.
According to him, the brand is determined to continuously roll out new ideas and initiatives that integrate and drive youth culture in Nigeria, especially considering the Premier League’s massive youth following.
“Talking about consumers in Nigeria, the biggest followership for football and the Premier League is among the youth, they are the driving culture and trend. We believe this is a significant focal point for young Nigerians to come together and enjoy themselves,” Bakare stated.
“Guinness wants to be at the forefront of creating that opportunity where young consumers can express themselves and have fun while enjoying their passion for football.”
Bakare hailed the impressive turnout at the event and the overwhelming engagement recorded on social media, calling both critical indicators of the tour’s success.
He noted that such interactions are vital to strengthening Guinness’ brand presence across the country.
“One of the biggest measures of our success story is the number of people who turned up to witness the trophy tour and the number of people who follow us on our social media pages, who take time out to find out all the things Guinness is doing,” he emphasized.
“All of these are embedded in culture. We find out that these are very integral to the growth of the brand.”
He further highlighted the diversity of the Guinness portfolio, which allows the company to cater to consumers across different regions, cultures, and preferences, including those who abstain from alcohol.
“One good thing about Guinness is that we have a large portfolio, brands that appeal to every consumer. Some choose not to take alcohol, and we have plans for all of that,” Bakare added.
He gave a sneak peek into Guinness’ future plans, revealing that the company is preparing to roll out new programmes designed to resonate with local culture while projecting Nigerian youths onto the global stage.
“Watch this space, we have a lot of programmes. Kindly pay attention to what Guinness plans to do more culturally and locally, and how we intend to expose them globally soon,” he said.
Reflecting on the execution of Season 12 of the Premier League Trophy Tour, Bakare credited the seamless collaboration and the brand’s global strength for the success of the event.
“We have done this many times. Guinness is proudly associated with football as far as our history and heritage are concerned,” he noted.
“Talking about how long it took us to this season’s 12th, we had this in Ghana, and it is normal to do this in Nigeria. Generally, because of the collaboration and the global reach of the brand, we’ve been able to turn things around.”
Sunday’s event was graced by football legends Victor Ikpeba and Joseph Yobo, whose presence added excitement and nostalgia to the celebration.
Football lovers participated in a variety of games and challenges, with many walking away with souvenirs, including official match balls, MTN gift packs, and the star prize—a 50-inch flatscreen television.
The Lagos event also showcased the iconic Premier League trophy, giving fans a rare up-close encounter with one of football’s most prestigious silverwares.
Guinness elevated the football experience further by hosting the “Guinness MatchDay” viewing party featuring the Arsenal vs. Newcastle United match.
Attendees enjoyed giant screen match viewings, football-themed interactive zones, jersey customization stations, immersive entertainment, and 360-degree Guinness bars.
Adding to the electric atmosphere were performances from DJ Consequence, Blue Crystal, Melody Not MIA, and the renowned Alternate Sound.
The event was anchored by Yubby Nduonofit, Kiibati Bankole, and Suo Chapele, ensuring guests were thoroughly entertained from start to finish.
