Guinness's non-alcoholic brand, Malta Guinness, was lacking distinctiveness, a critical strategic focus within an economically challenged market where local brands are often cheaper.

Advertising had built saliency, but something different was needed to elevate the brand in the minds of the Ghanaian nation.

Guinness tapped to the most significant cultural driver of opinion in the country: football, in a way that was incredibly distinctive and got the nation talking.

With an approach that would elevate drive the brand, whilst also making a positive impact to gender equality.

Global Brands are respected in Ghana. And with that they have the power to elevate under-represented voices and communities. In Ghana, women’s voices were underrepresented.

The insight was to use the influential power and credibility of Guinness, as global brand, to be the number one fan, supporter, and celebrator of women.

Therefore, Guinness sponsored the football league.

The women's football league.

Leading with their non-alcoholic brand – which is called ‘Malta Guinness’.

This created a moment of surprise but was also met with positivity and hope among the nation.

And, going further than just being a headline sponsor, Guinness became the promoter of women within the game. Celebrating them as individuals. Promoting them. Giving them a voice.

With the pressing need to support the premium pricing of their non-alcoholic brand, Malta Guinness needed to enhance brand meaningfulness and relevance for consumers.

In a way that would leave a positive impact. On gender equality.

The strategy was to tap into the most culturally significant force in the country: football. And to do it in a way that would create significant swell and distinctiveness.

Instead of sponsoring men's football, ‘Malta Guinness’ sponsored the women's football league and became an active promoter and supporter of the women within the league. Using the sponsorship to create a world of good, raising the profile of women in football and broader society for the long term.

The focus started with keeping the game on TV screens. ‘Malta Guinness’ secured TV rights across Max TV, which ensured games were broadcast live for everyone to watch.

A media and PR program was built around this, creating buzz and excitement around each game with ongoing paid media support across TV, digital, and radio.

In March 2024, as part of International Women’s Day celebrations, Malta Guinness launched Football Week. A radio takeover on two of Ghana’s most popular stations – Happy FM and YFM.

Live radio is traditionally run by men, so like our TV sponsorship, we wanted to make an impact. Women from the Premier League teams co-hosted the two Drive-time shows, telling their stories, the power of sport in the community and in their lives. They openly shared their opinions on the games and engaging with fans across the country, as well as answering questions from (male) callers.

This campaign achieved significant reach across the nation. This level of reach enabled us to have a meaningful impact on the game and the business.

Since the sponsorship began in 2021, Guinness Malta has reached over 70% of Ghanaians (multi-channel reach from sponsorship, paid and organic: 21,500,000). Source: MaxTV

Meaningfulness, the key brand measure for supporting the price premium, increased - from a largely stagnant position - by +17% vs. previous year. [i212 vs i229]

Source: Kantar

Attendance at the games increased 400% year on year.

Source: Ghana Football Association

Malta Guinness was recognised at the 2024 Ghanaian Sports Writers Awards for services to women’s football.

And most importantly of all the women players saw a 15% increase in their salaries.

A small but significant step towards levelling the playing field in Ghana.