Sofi Malt Signs 30 Million Birr Sponsorship deal with Ethiopian Athletics Federation

Addis Ababa, May 15, 2017 – Heineken Breweries S.C announced today that it signed a 5 year agreement with the Ethiopian Athletics Federation through its brand Sofi Malt. The sponsorship kicks off this year and will run until 2022.

Sofi Malt is the first malt beverage in Ethiopia, introduced by Harar Brewery in 1995, which is a refreshing non-alcoholic drink made of barley. It can be enjoyed as an energy booster and when seeking a wholesome drink to help stay active.

Through this 5 year sponsorship, Sofi Malt has secured prominent branding and promotional rights which will allow both parties and the sponsorship program to grow to the next level with even greater determination and confidence in the capacity of our National Athletes.

Gerrit van Loo, Managing Director of Heineken Ethiopia, commented “Sofi Malt is proud to be the Main Sponsor of the Ethiopian Athletics Federation which will give us an opportunity to support Ethiopian athletes who are energetic like our brand and company which makes this partnership the perfect fit”.

In line with its sponsorship objectives, Sofi Malt will launch a number of events that aim at preparing the Ethiopian Athletics Team for upcoming competitions.

Source: Heineken Ethiopia Press Release

Note: Fana Broadcasting said that it was a 5-year, 30 million Birr ($1.3 million US) deal