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Barcelona signs first African partner

Spanish Liga football club Barcelona has signed its first commercial partnership with an African-based company after agreeing a three-year deal with the Castle Brewery.

The partnership positions the South African firm’s Castle Lager brand as the official beer for any activity that Barcelona engages in across key markets on the African continent.

The agreement will be exclusive to Castle Lager in most African regions, except for certain select countries where Castle Milk Stout will be the official African stout of the Liga champion.

Barcelona said that the deal would allow fans in select countries across the continent to have easier access to the club, along with merchandise, memorabilia and the chance to win a trip to travel to Barcelona to visit the team.

David Carruthers, marketing director of Castle parent company SABMiller Africa, said: “The fact that FC Barcelona has decided to partner with Africa’s premier beer brand will quickly boost the team’s popularity on the continent and allow it and its players to reach geographies not previously considered.”