Made of Football

Great Games Are Made of Black

Across the world, passionate football fans will unite behind their love of the beautiful game as the English Premier League returns to our screens. As official broadcast sponsors of the English Premier League on SuperSport and Canal+ across Africa, Guinness is celebrating the launch of the season through its latest Made of Black campaign ‘Made of Football’. 

We are #MadeOfFootball

We are #MadeOfFootball

The ‘Made of Football’ campaign will be supported by the launch of a new TV ad, which will be broadcast from the start of the season and celebrates passionate football fans across Africa and the lengths they go to to show their love of the game.

“Guinness is an iconic beer that has the darkest liquid, but the brightest flavours and has always had the authenticity, boldness and vision to do things differently. This combination of heritage and bold vision has established Guinness as the beer of choice in the football watching occasion.”

Mark Sandys - Global Head of Beer and Baileys

The ad was filmed using local talent in locations across the continent. It brings to life the extraordinary passion that is unique to African football fans. Included in the cast is Peter Nzioka who plays in the Kenyan national amputee squad. Peter’s role in the ad brings to life how nothing can stand in the way of truly passionate fans. Previous to appearing in the campaign, Peter was part of the inspirational Kenyan team that represented their country in the Amputee Football World Cup in Culican, Mexico, 2014. Also involved in the creative process was Nii Ayikwei Parkes, a Ghanaian writer, editor, socio-cultural commentator and performance poet. Nii is a 2007 recipient of Ghana's national ACRAG award for poetry and literary advocacy.

The track behind the TV ad was created by Grammy award winning musical group Konono No1 from Kinshasa, DRC. The group combines three electric likembé, a traditional instrument similar to the mbira, vocals, and instruments that have been made from items salvaged in a junkyard.

Through Made Of Football Guinness shows how football unites every fan behind their passion for the game.