Home | News | Shares | Calendar | Contacts |

News – latest

Cristal Beer Is The New Major Sponsor of Alianza Lima

31 January 2014

- With this sponsorship, Cristal beer, the preferred beer of the Peruvian people, is confirmed to be the number one fan of our football

- The Peruvian beer joins the three most popular teams, inviting all their fans to celebrate together

Lima, January 29th, 2014 - Cristal beer, the most preferred brand in Peru, following the strong and continued commitment with the biggest passion of the Peruvian people, football, announced the signing of an agreement with Club Alianza Lima. With this agreement, it becomes the newest major official sponsor from January 1st, 2014, for a period of three years.

It was announced by Javier Fernández Rivera, Director of Cristal Brand, who pointed out that the agreement between the Brewery and the club is an essential part of the brand’s strategy for this year, partnering with the three most popular teams in Peru (Universitario de Deportes, Sporting Cristal and Alianza Lima) and confirming itself as the number one fan brand of football.

Cristal beer is the brand that brings the Peruvian people together, and football is the main passion that brings us all together, regardless of our race, creed or origin. That’s why we think football has an essential connection with our brand, because it is the most inclusive and popular platform of the Peruvian people.

Also, the representative of the Temporal Administration of the club, Susana Cuba, was very satisfied with the strategic alliance established with Cristal beer, recognising in Alianza Lima an important partner to achieve its business goals.

According to Backus’ executive, Cristal beer will provide constant support in order to achieve the goals of Club Alianza Lima, maintaining the brand’s permanent presence in all its national and international matches.

Also, he pointed out that Cristal beer has been promoting the development of the Peruvian football under three strategic areas: The national team, as its main sponsor, the clubs and the professional football teams, as well as neighbourhood football with the Pichanga Cristal Trophy.

About Cristal

Cristal beer is the leader in the Peruvian market and the most wanted nationwide. It can be found all around Peru and it’s the reference brand in the category, being named “Proud Ambassador of the Peru Brand.” Cristal beer is always present at all of our celebrations, that’s why it’s the beer that brings the Peruvian people together. Cristal, the beer from Peru.

For more information, contact:
Cecilia Quevedo
Comunicaciones Externas Backus - 3113000
César Ibargüen
222-9491 Anexo 266


This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 

Note, the news release was first published in its local market on 29th of January 2014.


Back to top