Addis Ababa, Ethiopia – The Ethiopian Football Federation (EFF) and Heineken, parent company of Harar-based Bedele Brewery, signed a 2-year deal worth 24 million Ethiopian Birr ($1.3 million) to sponsor the Ethiopian national football team, aka “The Walias”, reported EthioFootball.com.
The Walias will take part in the upcoming Africa Cup of Nations tournament in South Africa, following a 31 year absence.
The deal was signed by Sahlu Gebrewold, President of the EFF and Mr. Johan Doyer, GM of Heineken in Ethiopia, at a ceremony held at the Addis Hilton here in the capital.
Heineken is recognized as the third largest international beer company with an estimated 140 breweries in above seventy countries. The company entered the Ethiopian market in the local beer market with its acquisition of publicly owned Bedele and Harar breweries in 2011 at a cost of 78.1 million US dollars and 85.2 million US dollars.
Heineken was the second foreign company to enter the local beer market following BGI which acquired St. George Beer in 1998 for 10 million US dollars.