East African Breweries Limited through its Pilsner brand has launched a national consumer pool competition, dubbed League of Kings Pool Challenge in the hunt for a Kenyan representative to the World Pool Championships in England.
The three-month countrywide tournament is expected to attract in excess of 10,000 participants, with the ultimate winner taking home a cash prize of Ksh. 250,000 and a trip to London where he will play at the 2013 World Eight pool championship in England.
It is part of Pilsner’s strategy to support the growth of the game nationally and sustain its connection with its consumers in their natural setting.
Speaking during the colourful street event at KENCOM, characterized by the unveiling on a giant size model of a pool table, EABL-Kenya’s Marketing Director Caroline Ndung’u reinforced the brands rationale for its association with pool in the country.
“We as EABL are excited to return to the pool scene after a decade as this will provide us with an opportunity to reconnect with pool fans whilst empowering our community of loyal consumers through the passion that the game provokes”
Carole further reiterated on the company’s association with sports through sponsorships to inspire the next generation of young Kenyans, urging pool fans to register in droves and be part of the most captivating pool showdown in the region.
Kenya Professional Pool Association Chairman, Ashok Patel lauded the beverage company’s support of sporting activities in the country, including pool.
“EABL have set a high precedent in supporting sports in the country and such corporate interest in the game of pool will help shape talent and help the custodians grow it into a fully accepted national game,” he said.
Pilsners last foray in Pool was a decade ago, in the Simba wa Kenya Pilsner Pool Challenge, the comeback is a huge relief to pool fans.
To be played in five regions Central (covering Kiambu, Nairobi and lower Eastern part of the country), Western (covering Nyanza, Western and Rift Valley provinces), Mountain (covering Central and upper Eastern provinces) and the Coast. The Armed Forces zone is categorised as a special region that will have major armed forces barracks pitted against each other.
The final winner, representing Kenya on the global stage in June 2013, will emerge from a rigorous competition that will be churned from preliminary stages over months of February and March, followed by knockout games at the regionals in April, with the national levels and grand finale in May.
The League of Kings Pool Challenge will be supported by an integrated media campaign featuring both above the line (ATL) and below the line (BTL), exciting consumer activations that will engage the consumer throughout the launch period in the other towns in equal measure and experience.
Pilsner lager is the third largest beer brand in the country and one of Eastern Africa’s largest regional beer brands, with a presence in Kenya, Uganda, Tanzania, Southern Sudan and Rwanda.