Diageo has appointed footballer Samuel Eto'o, current Cameroon and Inter Milan striker, as an ambassador for its Guinness brand, as the firm looks to push sales in Africa.

Eto'o joins existing ambassadors Michael Essien of Ghana and Jay Jay Okocha of Nigeria who are also a part of the Guinness Greatness football programme, the company said today (12 October).

Diageo has shot a Guinness advertising campaign starring the Cameroon international striker. Scheduled to break in Cameroon in October, the outdoor and print advertising is entitled: "Reach for Greatness."

Eto'o, who comes aboard as a year of global celebrations to mark 250 years of Guinness draws to a close, will act as spokesperson for the Guinness responsible drinking programme.

"We are now entering the third year of our football programme, said Jeremy Kanter, regional brand director, Guinness, Diageo Africa. "We will continue to invest in football as a consumer engagement platform and to seek new ways of bringing football fans in Africa closer to their icons of the game."

A pan-African push on Guinness includes sponsorship of the Nigeria Super Eagles and Ghana Black Stars as well as Guinness-sponsored television coverage of Barclays Premier League across Africa, Diageo added.

Diageo sales in Africa for the 12 months to 30 June rose by 2% in volume and by 16% in value, with Guinness and Harp driving the increase, the firm said in its recent full-year results.

Global Guinness sales for the year rose by 4% on a like-for-like basis against the previous year.