22M+
People reached across Nigeria
71M+
Total impressions
+8.9pts
Ad recall above average
84%
Say KOF beats other football shows
Kicking off the campaign early in the season, Budweiser launched on OOH with iconic sites using Key Visuals displaying top Premier League players behind the Be A King brand message. The global TVC, Make Way for The King :30, launched pre-season. The next phase met the Take Your Shot videos, encouraging fans to seize the moment, featuring Banky W, Ebuka and Ian Wright, amplified via top-tier media, influencers and broadcast integrations.
On the big screen, Budweiser maintained presence with the La Liga media broadcast package on SuperSport, and owned the screen with the Kings of Football Show — a football TV asset hosted by Jimmie The Entertainer and Osereme, connecting fans with players and personalities across passion points.
28 episodes in, the show featured artists and celebrities including Teni, D'Banj, Vector, Ebuka, Blaqbonez, Joeboy, Banky W and YCee — the first-ever Football Lifestyle show curated for a beer brand in Nigeria. On match days, Budweiser hosted viewing parties, launched the 600ml Premier League cans, and ran a social war room to stay in the conversation.
Budweiser is the official sponsor of the Premier League and La Liga, but its biggest competition had sole rights to ads on the big screen in Nigeria. So how could we keep the King of Beers top of mind during the League without the Premier League broadcast package?
Beer and football have always been a great pairing — data shows beer drinkers in Nigeria are four times more likely to watch football than engage in any other activity. We built our own platform, KINGS OF FOOTBALL, to showcase greatness on and off the pitch, owning the second screen with a Twitter King of the Match gaming challenge that garnered over 69,000 registered players within three months.
The campaign hit it out of the park. Over 22 million people reached with 71 million+ impressions, and up to $2m in earned media. Overall ad recall for Budweiser was 8.9 points over the industry average, while the brand's rating in elevating the football fan experience increased by almost 40%.