The 2025 Afiaolu Nnewi Festival came alive over the weekend as Life Continental Lager Beer, produced by Nigerian Breweries, took center stage as the sole sponsor of the event. The festival, which celebrates yam as the king of food crops, drew massive participation and reaffirmed its place as one of the most vibrant cultural showcases in the Southeast.
Governor of Anambra State, Prof. Charles Soludo, represented by the Commissioner for Culture and Tourism, Don Onyenji, commended the brand for its bold involvement. He noted that the sponsorship not only elevated the event but also positioned it as a potential tourist attraction. “I am pleasantly surprised at the spectacle that the Afiaolu has turned to be. The bold participation of the brand has elevated the cultural festival to an enviable status of a tourist attraction,” he said.
Marketing Director of Nigerian Breweries Plc, Sarah Agha, expressed joy at the festival’s success and acknowledged the presence of dignitaries from across Nnewi and beyond. She emphasized the brand’s commitment to supporting Igbo culture. “Life Continental Lager Beer would always be a source of encouragement, and would continually identify with Ndi Igbo and Ndi Nnewi in particular. We thank everybody who graced the 2025 Afiaolu, we thank the royal father, HRH Igwe KON Orizu who offered us the opportunity to participate in this festival,” she said.
Agha added that Life Beer celebrates resilience, ambition, and the unstoppable drive of Ndi Igbo. She highlighted that the brand has shown love for the culture of the people by embracing the spirit of Ndi Nnewi through its audacious sponsorship of the festival.
This year’s celebration, which took place at Nkwo Nnewi Triangle, also featured wrestling and cooking competitions supported by members of the community, including Chairman of Ibeto Group, Chief Cletus Ibeto.
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