Castle Lager is partnering with leading football club, Barcelona, in a deal that will see the brand become the official African beer for FC Barcelona.

The 3-year partnership deal is historic as it is the first time that FC Barcelona have signed a deal with an African based company.

In commercial terms, Castle Lager  will  leverage on any activity that Barcelona undertakes in key markets across the continent. An interesting feature of the historic partnership is the fact that it is exclusive to the Castle Lager in most African regions except in certain countries where Castle Milk Stout will be the Official African Stout of FC Barcelona.

Commenting on the deal, Barcelona strategy official, Javier Faus said: “We are delighted about signing this partnership with a world renowned brand such as Castle Lager and Castle Milk Stout. We identify with Castle Lager which, similar to our club, holds more than 100 years of history and great tradition. We also share with them our passion for football and supporters in a very important market such as Africa.”

The deal sees Castle Lager continue its tradition of brand association with football products as it currently sponsors football leagues in Zimbabwe, Lesotho, Swaziland and Botswana. Castle Lager’s football sponsorship commitments also extend to regional competitions, COSAFA Cup in South Africa and CECAFA Cup in East Africa.

Castle Lager is one of a portfolio of over 150 brands owned by world No.2 brewer, SABMiller.