The Ethiopian Football Federation announced on Thursday, December 12, 2012, that Bedele Special will be the main sponsor of the Ethiopian senior National football team, Walias.The sponsorship, which is worth 24 million birr, will be in effect for the next two years.
“Our National team, the Walias, will be part of the Confederation of African Football (CAF), commonly known as the Africa Nations Cup finals, after more than three decades. This is a turning point in the Ethiopian football history and it is an appropriate moment to maintain its sustainability by engaging the sports community and other stakeholders, including business partners,” stated Sahilu Gebrewold, President of the Ethiopian Football Federation.
It was stated at the signing ceremony that the sponsorship has come at the right moment when Ethiopia assured its participation in the coming Orange African Nations Cup finals after 31 years.
“This is a win-win situation for both parties; the sponsoring company will be able to promote its brand on a wider scale and the team in return will benefit in different ways from this sponsorship. While Bedele Special is now the major sponsor, there are also secondary sponsorship places for other non-beverage producing companies,” said Sahilu.The Federation stated that it had been in talks with a number of other companies for major sponsorship deals but couldn’t agree on terms and conditions.
“I am very honored and happy that Heineken sponsored the Ethiopian National team. This is important to us because the Walias are at a crucial moment in their journey, bringing Ethiopia to the Orange African Nations Cup finals after 31 years. This is the beginning and it is important for us to support, not only a particular event, but also the journey,” said Johan Doyer, General Manager of Heineken Breweries.The General Manager also stated that this sponsorship is part of the campaign to promote Bedele Special locally. He also stated that there will be an intense advertising campaign that will start soon.