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Guinness: Building a New Caribbean Football Platform



To make Guinness more relevant to the next generation of drinkers and to give the brand a presence in communities across the region.


We developed a street football tournament that would give islands across the Caribbean a chance to play for their national title and ultimately become regional champions.


We established, developed and executed a region wide tournament with a major finals event televised across 26 countries. Producing and executing innovative engagement activities, community initiatives and recruiting global legends of the game as ambassadors such as Ruud Gullit, Marcel Desailly and Dwight Yorke, we grew the Guinness Street Football Challenge, after 7 consecutive years, into a recognised and powerful property in the region.

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