Heineken relaunched Sofi Malt last year with new packaging and recipe

Heineken relaunched Sofi Malt last year with new packaging and recipe

Heineken has signed a five-year sponsorship deal with the Ethiopian Athletics Federation through its Sofi Malt brand.

The deal, with Heineken Ethiopia brewer Heineken Breweries SC, kicked off in May and runs until 2022. It gives Sofi Malt prominent branding and promotional rights, Heineken said.

Sofi Malt is a non-alcoholic malt beverage made of barley. It was introduced by Harar Brewery in 1995 and relaunched with new packaging and recipe last year.

Gerrit van Loo, managing director of Heineken Ethiopia, said: "Sofi Malt is proud to be the Main Sponsor of the Ethiopian Athletics Federation, which will give us an opportunity to support Ethiopian athletes who are energetic like our brand and company which makes this partnership the perfect fit."

Financial details have not been disclosed, however local media said that it was a five-year, ETB30m (US$1.3m) deal.

In May, former MD of Heineken Ethiopia Johan Antonie Doyer was appointed to the role of interim CEO at Heineken-controlled Nigerian Breweries.

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