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Sporting Cristal and Backus: “We will be the main characters in 2011” (Translation)

28 December 2010

The 2011 season's new coach was introduced: Mr. Guillermo Rivarola

Lima, December 21, 2010. The Sporting Cristal Club and Unión de Cervecerías Peruanas Backus y Johnston S.A.A. were quite clear in their main message during a press conference: "In 2011, Sporting Cristal will be the main character and retake the leading position the club and its fans deserve," said Backus Planning and Corporative Issues Vice-president, Mr. Felipe Cantuarias.

The first step taken by Sporting Cristal in order to achieve this was to hire Professor Guillermo Rivarola. The club's president, Dr. Francisco Mujica, declared, "He has the experience, personality and leadership that the club needs." Also, it was mentioned that the new coach's experience managing smaller divisions in the Mexican Pachuca club was an important factor in the decision, since this is a priority for the club.

As a corporation, Backus presented the club's new strategic approach for 2011, which will be based upon:

1. Success in sports
2. Exemplary corporation

The strategic plan includes increasing the annual budget, reinforcing the directory with Backus internal professionals as well as external ones and implementing new club management processes.

Finally, the club extended an invitation to all the ex-directors, ex-players, club's idols and especially to all the fans to forget the past, look forward to a new beginning and take Sporting Cristal all the way to the place everyone wants it to be.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. Note: This news release was first published in its local market on 21/12/2010.

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