Goldberg Lager to increase sponsorship of cultural festivals in Southwest

Goldberg Lager beer, a value beer brand from the stables of Nigerian Breweries Plc, has announced plans to sponsor various cultural festivals across Southwestern Nigeria as a way to promote the culture and traditions of the people.

The festivals, which include Osun Osogbo, Udiroko, Oranyan, Ojude Oba, Olojo and Oyemekun, are scheduled to hold between the months of August and November.

Speaking on the plans for the sponsorship, Emmanuel Agu, the Portfolio Manager, Mainstream Lager and Stout Brands, Nigerian Breweries Plc, said with the sponsorships, the brand is reiterating its commitment to supporting the promotion of Yoruba culture and traditions, in line with its three-point agenda of culture, respect and enjoyment.

These age-old festivals are among the elements that bind the Yoruba together, and they represent the norms and values which are highly cherished in Yorubaland.

Festival sponsorship has become a growing phenomenon among Nigerian brands, especially those seeking to connect with grassroots consumers around the country. The cultural events, some of which have become popular beyond Nigeria, provides an emotional touch-point for sponsoring brands to gain top of the mind awareness and eventually expand market share.

A number of the festivals like Osun Osogbo have made it into the United Nations festival calendar and has become a major attraction for tourists from United States, Brazil, South Africa, Europe and other parts of the world. This inevitably offers brands opportunity to touch base with customers.

Agu noted that Goldberg has been a lead sponsor of cultural festivals in the Southwest, which was the brand’s way of displaying respect for the people.

Across the different cities of the Southwest where these festivals hold, Goldberg’s sponsorship positively impacts economic activities, apart from the colour, grandeur and enjoyment it adds to the festivals.

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