Trophy Lager Beer Sponsored African Drum Festival A Huge Success. See Photos

Leading ICT company MTN Nigeria and International Breweries via one of its brand, Trophy Lager were among the major brands that threw their weight behind the just concluded fourth edition of the African Drum Festival.

An initiative of the Government of Ogun State, the festival held its inaugural edition in the state in 2016. Originally dubbed as the Nigerian Drum Festival, it has quickly metamorphosed to African Drum Festival because of the reception and participation it received from other African Countries like Benin Republic, Ivory Coast, Uganda, DR Congo and a host of others.


The annual African drum festival was held in Abeokuta, Ogun State, recently with all the trappings of a world-class festival. Friday Treat presents excerpts from the event and how Trophy lager beer, one of the major sponsors of the event, made it extra special.

The festival celebration received sponsorships in different forms from corporate bodies and one of such was the sponsorship from the International Breweries via one of its brand, Trophy. Trophy Lager, popularly referred to as the pride of the South-West and widely accepted as the ‘Honourable’ beer, remains deeply rooted in the region’s socio-cultural values, which most likely, explained its sponsorship of the event.

Legal and Corporate Affairs Director, International Breweries, Otunba Michael Daramola, remarked that, “the African drum festival is a cultural showpiece which demonstrates our uniqueness, attributes, our rich culture and tradition of the black people. Trophy is a beer that is closely linked with culture and a brand that believes in celebrating life and always rising to the occasion to make connections and bring people together. We are so honoured to be part of this international epoch-making event”, he added.

As part its sponsorship, Trophy organised a music concert which was headlined by two music greats, Pasuma and 9ice, whose genres resonate with the culture of the Ogun people. Pasuma reeled out his hit songs to the audience who danced and sang along at the same time. In no particular order, he sang songs from different albums. Showing his dexterity in churning out music, he sang a medley in honour of Trophy on stage. Using the unique qualities of Trophy lager, he produced an exciting medley making the crowd rumble and call out his name at intervals.  The highpoint of his performance was when he asked members of the audience questions about the beer and rewarded those who got answers right with cash gifts.

Tolulope Adedeji, Marketing Director, International Breweries believes that the African Drum Festival is an exceptional opportunity for Trophy to connect with consumers. “We decided to partner with the state government to help it exceed the successes recorded the previous year and from the turnout this year that objective was achieved. Those who came in for the drumming performances at the Amphitheatre have been given musical satisfaction. We initiated this concert within the festival to give the fun loving attendees a double dose of excitement and a memorable event that is associated with only Trophy” She said.

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