Amstel Malta boosts Williams’ sisters’ Lagos Tour

Breaking The Mould (BTM) campaign, a women’s empowerment initiative, has got a major boost from Amstel Malta, the original low sugar malt drink brand from the stable of Nigerian Breweries Plc with sponsorship support towards the planned visit of the international tennis icons, Serena and Venus Williams to Lagos, Nigeria from Tuesday 30 October to Friday 2 November 2012.

The support, which has been highly applauded, makes NB’s leading non-alcoholic malt drink, Amstel Malta the official drink of the tour.

The Williams sisters, as they are fondly called, are coming to Lagos on the platform of ‘Breaking The Mould’ campaign which has the primary aim of empowering women and younger ones to achieve their inner potential. Serena and Venus Williams fit into the position of “Mould Breakers” as the story of their lives exemplifies how determination, passion, hard work and self-belief can turn dreams into reality, despite obstacles.

In line with the intent of BTM, the duo will use their tour of Lagos to inspire, motivate and mentor women as well as other range of audiences through a series of supporting initiatives which include a tennis clinic, exhibition match and gala night.

Commenting on the sponsorship platform, Mrs. Adedoyin Owotomo, Brand Manager, Amstel Malta said Nigerian Breweries is delighted to support the Williams’ Sisters’ Tour and ultimately the BTM initiative because it aligns with the core values of the brand one of which is enabling the consumers be the best they can be. “Amstel Malta, with its low sugar formulation, helps to activate the mind and the body so that people can be the best they can ever imagine. The empowerment attribute of Breaking The Mould initiative underlines this core brand essence, and we are proud to be associated with it’’, she said.

She added that “By coming to Nigeria and Lagos in particular, Serena and Venus Williams and Amstel Malta will be joining forces through this worthy advocacy being promoted by Octagon and its West Africa’s affiliate, Connect Marketing Services, to impact Nigerians positively.”

Frances Eza, Account Director at Connect Marketing Services, said they are delighted to have Nigerian Breweries and its top brand Amstel Malta on board. “We are delighted at this tremendous support from NB and Amstel Malta”. He said, “This affirms the demonstration of our common resolve to make Nigeria greater and better by helping our people, and in particular women, to break moulds so that they can be the best they love to be.”

The Lagos’ visit by the Williams sisters is the Nigerian leg of the two-nation African Tour which the renowned tennis champions are undertaking this year. The two favoured countries are Nigeria and South Africa. In Nigeria, only the city of Lagos has been selected as the place they would visit while Johannesburg is their choice city for the South African leg.