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Our new Made of Football campaign puts Guinness at the heart of the action

Made of Football celebrates the passion of Africa's football fans and will reach over 150 million people across the continent.


To celebrate the start of the new EPL season, we are launching the latest Made of Black campaign, Made of Football. The Made of Football campaign will be supported by the launch of two new films which will be broadcast from the start of the season and celebrate passionate football fans across Africa and the lengths they go to to show their love of the game.

Guinness is the broadcast sponsor of the English Premier League in Africa – reaching over 150 million people across both SuperSport and Canal+. With over 380 games shown live over a nine month season, this media platform provides great exposure for Guinness throughout the year. The majority of our consumers watch football from their local bar, putting Guinness at the heart of the most exciting part of a football fan’s week and at the centre of the single-biggest consumption occasion in Africa.