By Eddah Waithaka
In an unprecedented move, Guinness, the Official Beer of the Premier League, is redefining the trophy tour by taking the iconic Premier League trophy out of display cases and directly into the living rooms of Kenya’s most passionate fans.
The campaign, dubbed the “Extra Mile Tour,” leveraged the star power of former Arsenal legend Nwankwo Kanu to personally surprise four Kenyan superfans.
Guinness orchestrated a series of intimate home deliveries, celebrating fans whose year-round dedication and community spirit embody what it means to truly “live and breathe” the Premier League.
“The Premier League holds a special place in the hearts and homes of Kenyan football fans. We have the third largest EPL fanbase on the continent,” said Joy Murugi, Guinness Brand Manager.
“Which is why Guinness had to go the extra mile to match the passion and unwavering love for the beautiful game embodied by our consumers, by bringing the Premier League trophy closer to them than it’s ever been.”
This initiative broke from the traditional, formal trophy tour format. Instead of asking fans to visit the prize, Guinness made the fans the hosts of a unique celebration, validating the deep cultural connection Kenyans have with the English league.
The trophy didn’t just appear in Kenya; it went on a deeply personal homecoming tour, weaving itself into the very fabric of local communities where fandom thrives.
The tour strengthens Guinness’s bond with football culture in Kenya, a key market for the brand.
By spotlighting the fans themselves and creating unmissable, personal moments, Guinness cemented its role not just as a sponsor, but as a brand that understands and champions the authentic passion that fuels the sport across the country.
