International deal: How Psquare got into partnership with global beer brand ‘Skol’

by Kolapo Olapoju

Nigerian superstars, Psquare have gone into partnership with international beer brand, Skol, to be its face in the Democratic Republic of Congo and other African countries.

The pair, who are still basking in the euphoria of their recently released 6th record, ‘Double Trouble’, have kicked off their world tour, and recently performed in Congo.

After the music business was done, Psquare went for the unveiling/launch ceremony of their new brand endorsement deal with Skol beer, where the new “Psquare’s mini bottle Skol beer’ was also showcased.

The ceremony, which was attended by members of the press and hundreds of fans, was held in Lumbumbashi, Congo, where Skol has its factory in the country.

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Currently, Skol is the most popular beer in Brazil and the brand was awarded a Gold Award at the ‘2012 World Quality Selections’, organized by Monde Selection.

Skol was created to be a global beer brand. In 1964, Allied Breweries (UK), Labatt (Canada), Pripps-Bryggerierna (Sweden) and Unibra (Belgium) went into partnership to form ‘Skol International’.

Apart from its presence in the Democratic Republic of Congo, Skol is also in the market in other African countries like; Angola, Burundi, Guinea, Madagascar and Rwanda.

Besides music business and multiple brand endorsements, the singing duo have reportedly ventured into several side-businesses, including oil and gas, and real estate.

Although Psquare’s publicist, Bayo Adetu, could not be reached on telephone, to confirm the nature of the agreement and exact amount the singers got paid and stand to earn from the deal, it is, however, believed to run into millions of naira.

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