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Beta Malt is New Headline Sponsor for As “Inter-Co” now “Beta Malt Inter-Co”

Beverage Industry of the Year, Accra Brewery Limited (ABL) has deepened its commitment to sports development in the country with a 3 year sponsorship deal for the annual inter-colleges athletics competition.

Dubbed the “Beta Malt Interco”, ABL says the sponsorship plays a critical role in its quest to empower and motivate the Ghanaian youth in achieving their dreams.

The inter-colleges athletics competition held under the auspices of the Ghana Education Service has over the years gained prominence in exploring and nurturing talents in the various sporting disciplines.

More than 2,000 students, from about 300 senior high schools, converge every year at the various stadia to exhibit their prowess in athletics at the zonal, regional and national levels.

Speaking to Ultimate Business in Kumasi at the official launch of the Beta Malt Interco at the T.I Ahmadiyya Senior High School on Wednesday, ABL’s Head of Marketing Ewurafua Addo-Atuah remarked that the collaboration with GES was a mutually beneficial one and hoped it will be long standing.

“For us at ABL this is a good partnership to have with the Ghana Education Service (GES). We don’t want to end this partnership here at the secondary school level because sports, ABL believes is also a lucrative career.”

“This particular event, the inter-colleges athletics competition continues to achieve great success each and every year and the sport continues to attract people. Even people who have gone beyond senior high school are excited talking about it.”

She added: “We’re not only about making students, good sports men but we want them to take their education seriously too. We also think that it is important to remind people that Beta Malt is the only nourishing, true malt beverage, suitable for the whole family.”

Ms. Addo-Atuah further revealed that students who come tops at the various levels of the Interco will receive special prizes and honours from ABL, the biggest being educational scholarships.

“For the students that excel throughout the zonal competitions, up on to the regional level, we will have some Beta Malt products available for them and at the national finals, there is an educational scholarship for the best female and best male athletes; as well as support to their schools up to the tune of Gh¢30,000.”

The event also saw the unveiling of the official logo for the Beta Malt Interco.

Established in 1931, ABL, now a subsidiary of the Anheuser-Busch InBev (ABInBev), is the producer of quality brands including Club Premium Lager, Club Shandy, Castle Milk Stout, Eagle Lager, Stella Artois and Beta Malt which comes in both 330ml PET and returnable glass bottles on the Ghanaian market.

By: Ghana/ Ama Bonsu

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