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Arsenal signs up regional beer partner for Rwanda

Premier League club Arsenal has signed a new Regional Beer Partner Deal with Rwandan brand Skol Brewery.

As part of the deal, Skol will promote the partnership through TV commercials, the production of special edition co-branded bottles and large scale on-pack promotions.

Skol will also offer supporters in Rwanda the opportunity to win match tickets and official Arsenal merchandise.

In a club statement, Arsenal said it plans to expand the partnership to other markets in Africa over the next two and a half years.

Peter Silverstone, commercial director at Arsenal, said: “The partnership is a direct result of our successful partnership with the Rwanda Development Board and re-affirms our affinity with Africa.

“We have nearly 90 million followers across sub-Saharan Africa, and we are looking forward to connecting with new fans in the region while sharing our knowledge and experience, developing coaching programmes and helping Skol Brewery Limited Rwanda build their business.”

During the partnership, Arsenal staff will offer football consultancy services, guidance, and advice to support Rwandan clubs that have partnerships with Skol, such as national league champions Rayon Sports.

Arsenal will also provide Skol-sponsored football teams with a chance to visit Emirates Stadium and receive coaching sessions with Arsenal coaches.

Skol and Arsenal will also work together to help run coaching clinics to support grassroots football in Rwanda.