Carlsberg Malawi unveils K250m Flames sponsorship

A chapter has been written in the history of the country’s football; with the unveiling of a K250 million landmark national football team, the Flames, sponsorship by Carlsberg Malawi Limited for the next three years.

The unveiling ceremony took place Thursday night (May 8, 2014) at Ryalls Hotel in the commercial city, Blantyre.

Carlsberg Malawi Commercial Director Allen Mc lnnes said the sponsorship package is aimed at encouraging the Flames to go an extra mile and become the top football team in the continent and make a mark in the World.

Showcasing the new Flames jerseys.....Photo Jeromy Kadewere
Showcasing the new Flames jerseys…..Photo Jeromy Kadewere
Carlsberg Models showing the jersey....Photo Jeromy Kadewere
Carlsberg Models showing the jersey….Photo Jeromy Kadewere
A group photograph comprised of Flames players, Carlsberg Malawi, FAM and Government.....Photo Jeromy Kadewere
A group photograph comprised of Flames players, Carlsberg Malawi, FAM and Government…..Photo Jeromy Kadewere
A lady on her way to present the signing document....Photo Jeromy Kadewere.
A lady on her way to present the signing document….Photo Jeromy Kadewere.
Carlsberg Malawi Allen Mc Innes making his speech....Photo Jeromy Kadewere
Carlsberg Malawi Allen Mc Innes making his speech….Photo Jeromy Kadewere
Part of the gathering....Photo Jeromy Kadewere
Part of the gathering….Photo Jeromy Kadewere
James Sangala making his speech.....Photo Jeromy Kadewere.
James Sangala making his speech…..Photo Jeromy Kadewere.
Police Band entertained patrons before the function.....Photo Jeromy Kadewere.
Police Band entertained patrons before the function…..Photo Jeromy Kadewere.
Saidi: That calls for a Carlsberg
Saidi: That calls for a Carlsberg

“I am pleased to announce that Carlsberg is going into a three year contract with the football Association of Malawi (FAM). Carlsberg will sponsor the Malawi National Team, the Flames, to the tune of MK250 Million, subject to yearly review,” he said to the applause of the audience.

Mc lnnes said Carlsberg will also be the exclusive kit sponsor of the Flames.

Kit sponsor in this case refers to exclusive rights of branding for the Flames regalia and apparel, training kits and training equipment’s for all national team engagements.

In addition, Carlsberg Malawi will also adopt the Chiwembe FAM bar, as one of the Carlsberg Bars.

“Carlsberg will be referred to as ‘The official beer of the Malawi National Team, Official sponsor of the Flames for the next three years,” he said.

He said Carlsberg wants to complement government efforts in the development of football by helping to strengthen the Flames.

“Carlsberg has also promised to embrace a holistic approach in supporting the development of football in Malawi. Our company has brand Coca-Cola present in football with young people at grassroots level. Carlsberg has been present at Club level, and will now play part in driving football development at national level,” he said.

Principle secretary for Youth and Sports, Justin Saidi, who represented Minister of Sports hailed Carlsberg Malawi for their timely gesture at the time government is going through financial problems.

Saidi said for the last 46 years, the company has supported secondary school football, through the Copa Coca-Cola sponsorship.

“Coca-Cola, the first ever secondary school football sponsorship in Malawi, is also the only sponsorship, which for 46 years has provided a pool of talent from which scouts identify, nurture and beyond the actual sponsorship. This is all because of Carlsberg Malawi, and let is all salute the company,” said Saidi.

FAM President Walter Nyamilandu said the football fraternity was extremely overjoyed and grateful to Carlsberg Malawi for the sponsorship, calling it “a milestone and a dream come true.”

He said the sponsorship would help his association achieve its objective of moving the Flames to a better position and qualify for the African Cup of Nations.

“This demonstrates Carlsberg Malawi’s commitment to developing football in the country. They are already currently sponsoring a football cup to the tune of K30 million. We are very grateful to the company and my plea to Malawians is let us support them as well by buying Carlsberg beer all the time,” said Nyamilandu.

He also hinted that with the sponsorship deal, they will review the player’s allowances.

Speaking on behalf of the players, Flames defender James Sangala hailed Carlsberg for the sponsorship and assured the company that players will work hard to produce good results.

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