The nation’s most extraordinary beer, Guinness, has today unveiled an exciting new partnership with legendary English Premier League football legend, Rio Ferdinand.

Best known for his time playing for The Red Devils, Ferdinand will be working with Guinness over the next 12 months to find and celebrate Kenyan football fans Made of More.

As part of the activities, the former Red Devil’s centre-back will visit Kenya with Guinness later this year, where he will spend time meeting and interacting with football fans who have shown they go the extra mile when it comes to demonstrating their passion for the beautiful game.

The ‘Guinness Meet Rio Ferdinand’ national consumer promotion will offer lucky consumers a chance to interact with the legend during his visit.

Early in his career, Ferdinand made the bold decision to follow his dreams and become a footballer.  Having the courage of his convictions meant that he regularly appeared in youth teams with London clubs.

He was just 19 years and eight days when he earned his first England cup in a game against Cameroon in 1997, making him the youngest defender to play for England at the time.

During his time playing professional football, including 12 years at The Red Devils, the 39-year old centre back was regarded as one of the best defenders of his generation, and as one of England’s best ever centre-backs.

His determination and leadership skills both on and off the pitch, as well as his confidence and creative play, ensured he stood out from his teammates.

Following his passion at a young age, has led to him being one of the most decorated English footballers of all time with 81 England cups and playing in three FIFA World Cup squads.

During his career at The Red Devils, he won 14 trophies including six Premier League titles and the celebrated Champions League. Since hanging up his boots in 2015, he has continued to curve his own path as a broadcaster, entrepreneur and philanthropist with the same confidence and flair he showed on the pitch.

Kenya Breweries Limited (KBL) Marketing Manager – Guinness, Nduku Wamakau, said, “Guinness is a bold beer, for extraordinary people, so we are delighted to be working with Rio Ferdinand this year as he was a player who certainly demonstrated his creativity, imagination and confidence on the pitch.”

“Our Kenyan fans will get an incredible football experience in Rio’s visit in the country. His visit will be crucial in finding and celebrating those Kenyan fans who prove themselves Made of More. These are the fans who live and breathe football – whose support, knowledge and bold acts of dedication demonstrate their unique passion for the beautiful game. More details of how you can be involved in this will be released soon. He will also spend time meeting the winners of our new consumer promotion,” she added.

As part of the campaign, today, Guinness has launched a new consumer promotion, giving Guinness consumers the opportunity to win an extraordinary experience with Rio Ferdinand when he visits Kenya.  For a chance to win, look out for special promotional bottles of Guinness when you are out with friends and SMS the code under the crown to 22110. Twelve lucky winners will win Kshs.

1 Million plus the chance of spending time with Rio here in Kenya. Also, be on the look-out for Guinness activations in selected outlets. If spotted, you also stand a chance of winning the Kshs. 1 Million cash prize and meeting with the legend. There are hundreds of other instant win prizes available to win including cash prizes and Guinness merchandise with a total prize pot of Kshs. 50 Million.

Guinness is an iconic beer that has the darkest liquid, but the brightest flavours.  A beer with unparalleled taste, layers of flavour, colour, character and vibrancy.  A beer that has lived in the hearts and minds of millions in Africa and across the world for over 250 years but has always had the authenticity, boldness and vision to do things differently.

Guinness is not just any beer, it strives to set itself apart from the rest as a beer that is Made of More; more character, more flavour.