Former English professional footballer Rio Ferdinand will arrive in Nairobi Thursday for a three-day promotional tour by Kenya Breweries Limited (KBL) to boost sales of its Guinness beer brand.
The brewer said Ferdinand’s tour will see him meet local football clubs and the 12 winners of its Guinness consumer promotion as well as Guinness staff and retailers.
He will also join up to 3,500 fans to watch the live Premier League matches pitting Manchester City versus Everton and Tottenham against Burnley.
“Over the two days we will be embarking on a whole host of different activities giving him a real insight into the passion that there is for football in this country,” KBL Guinness Marketing Manager Nduku Wamakau said in a statement.
The tour is part of a one year deal with KBL that will see the firm spend Sh50 million on monetary prizes and various merchandise for winners.
Ferdinand is the third retired footballer to partner with KBL after Thierry Henry of France and David di Matteo of Italy as it intensifies efforts to cement its dominance in the local beer market.
In August, the beer maker unveiled a new-look Guinness packaging for the 300ml and 500ml bottles and six-pack cans.
Several foreign brands have in recent months entered the local market with an eye on KBL’s market share.
They include Warsteiner beer (Germany) and Faxe Gold (Denmark).