Jul 18 , 2021
Heineken Breweries S.C. and the Ethiopian Football Federation announced that they have signed a four-year sponsorship agreement worth 64 million Br for the men's national footbal team. The sponsorship, through the brewery's Walia Beer brand, commences this year and will run until 2025. The agreement is a renewal of a similar deal the pair closed in 2015, valued at 56 million Br. Heineken Breweries also sponsors the Ethiopian Athletics Federation through its brand Sofi Malt, with the agreement set to run until 2022. As of 2021, the Dutch multinational owns over 165 breweries in more than 70 countries. It first set foot in Ethiopia in 2011 with the acquisition of Bedele and Harar breweries. Walia Beer was launched in August 2014.
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