Premier League: the Ethiopian beer brand Dashen becomes a regional partner of Arsenal

Dashen, an Ethiopian beer brand, has become a regional partner of Arsenal FC (Premier League) in Ethiopia until the end of the 2017-18 season, the club announced on 25/09/2015.

Dashen Brewery, in cooperation with coaches of the north London club, will participate in local football development projects in Ethiopia. The brand will be visible on the digital platforms of Arsenal, and the two parties will activate the partnership using the image of the first team and the club's legends. Arsenal has 397,150 fans on Facebook in Ethiopia, or 1.2% of its total Facebook fan base. The agreement is the 13^th regional partnership of the club, and the first in the country. Domestically, the London team is connected to the Carlsberg brand until the end of the 2017-18 season, In South Africa, the beer brand Hansa Pilsener is a club sponsor.

Arsenal generated £103.3m (€140.4m) in commercial revenue during the 2014-15 season, a 34% increase from the 2013-14 season (£77.2m; €105.08m). The club made £78.6m (€106.9m) in sponsorship and advertising revenues in 2014-15, representing an increase of 33% from…