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Gulder Redefines Its Brand Position, Urges Consumers to “Own Their Journey”

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L-R Media Manager NB Plc. Toheeb Azeez, Portfolio Manager, National Premium Brands NB Plc. Sarah Agha, Senior Brand Manager Gulder, NB Plc., Kolawole Akintimehin, and Brand Manager Support Gulder, NB Plc. Freya Doessel At The Unveil of Gulder’s New Brand Positioning – “Own Your Journey”
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Gulder, Premium beer brand, has announced its new brand positioning going into 2019.

 

Revered for being the Ultimate beer, and known for its sleek golden brown bottle with the iconic helmet, Gulder will now be extending its market penetration by redefining the brand to Nigerians, urging them to own their journey.

 

The “Own Your Journey” phrase has just been introduced as the beer brand’s tagline, as Gulder seeks to alter its messaging to reflect its current brand position and craft a better narrative that can connect with its target audience.

 

This fresh brand perspective will oversee some new creative directions which will further help distinguish Gulder from all other competing beer brands.

 

Plans are already in place to launch a series of events that will cut across various media channels to communicate the fresh new identify of the Gulder brand.

 

The beer brand in 2018, introduced its bold new label design. The new label design, showcases one of Gulder’s strongest brand assets, ‘The Gulder Knight’, which is faced forward giving the Gulder brand a more progressive outlook and a new tagline inspired by a fresh perspective themed “Looking Forward”.

 

This change further cemented Gulder’s position as the drink for the modern man.

 

Since its launch in 1970, Gulder has often set high standards, achieving various milestones during its illustrious years as the “The Ultimate Beer”.

 

This often led to the brand being regarded as Nigeria’s most innovative beer brand. Now with its decision to urge consumers to “Own Their Journey”, Gulder is set to up the ante by challenging Nigerians to take charge of their quest for success and their proverbial journey towards achieving their personal and professional goals.

 

Shedding more light on the new brand position, Marketing Director, Nigerian Breweries, Emmanuel Oriakhi, said, ‘Gulder is one of the oldest beer brands in Nigeria, and as we continue to evolve as a brand, we feel the need to continually redefine what Gulder represents.

 

“This is not a complete change of direction, we are simply crafting a narrative that allows us communicate our brand values better.

 

We want to encourage Nigerians to be proud of their quest for success. As young Nigerians, we are all on a journey towards achieving our personal and professional goals. This journey is what we want to celebrate”.

 

Sarah Agha, Portfolio Manager, National Premium Lager, Nigerian Breweries, stated that, ‘The theme of owning your journey is an incentive which will help individuals, and consumers have a good definition of their personal journeys in all spheres of their endeavours, encouraging them to own their journey to success and be the best version of themselves as they journey through life”.      

 

Gulder Beer is one of the oldest Nigerian beer brands, renowned for being a staple for the young, bold and courageous Nigerian.

 

It also celebrates the brave Nigerian spirit, all of these while retaining its crisp taste and signature look.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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GEFAS to Launch Innovation Hub in Anambra, Backs Soludo’s Digital Vision

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Geeks and Founders Alliance for Soludo (GEFAS), a tech-driven network of young professionals, is set to unveil its operational hub in Anambra State as part of efforts to deepen digital engagement and community outreach.

The launch, scheduled for July 17, 2025, will take place at 10 Uche Ekwunife Crescent, Iyiagu Estate, Awka, and is expected to serve as a nerve centre for collaboration, innovation and support for Governor Chukwuma Soludo’s smart city agenda.

Convener of GEFAS, Mr Fred Agbata, said the initiative reflects the group’s commitment to digital progress and grassroots mobilisation.

“This space reinforces our support for Governor Soludo’s vision of a smart, prosperous Anambra. It’s also a demonstration of what young innovators can achieve when united behind a bigger goal—the re-election of Governor Soludo,” he said.

Agbata added that the hub would provide a platform for tech enthusiasts, entrepreneurs and creatives to co-create solutions that address local challenges and promote inclusive development.

GEFAS has called on stakeholders, youth groups and members of the public to attend the launch and engage with the opportunities the space will offer.


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Over 5,600 Pupils to Benefit as ATC, ProFuturo Partner on Tech-Driven Learning

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American Tower Corporation (ATC) Nigeria and the ProFuturo Foundation have announced a strategic partnership aimed at transforming the educational sector through digital innovation and technology.

ATC

The programme, which is being implemented in conjunction with the Kukah Centre, is expected to benefit over 5,600 school children and 34 teachers across 11 schools in Kano, Kebbi and Taraba states.

The initiative is part of a broader global collaboration between American Tower and ProFuturo Foundation, targeting education gaps in seven African and Latin American countries.

Speaking at the signing ceremony, ATC Nigeria Chief Executive Officer, Mr Pieter Van Der Westhuizen, said the partnership was aligned with the company’s Digital Communities programme, which facilitates technology-driven learning, financial literacy for adults and access to healthcare services in underserved areas.

“At ATC Nigeria, we are proud to support this impactful collaboration, which brings digital tools directly into classrooms. This partnership is not just about equipment—it’s about giving children the future they deserve,” he said.

General Manager of ProFuturo Foundation, Ms Magdalena Brier, described the partnership as a crucial step towards bridging the digital divide and empowering vulnerable communities.

“This alliance reinforces our mission to transform lives by improving access to education and digital tools. Every child and teacher reached through this programme is a testament to what we can achieve together,” she said.

Each school will be equipped with a digital learning kit, which includes computers, tablets, routers, projectors and other essential components tailored to foster interactive learning—even in areas with limited connectivity.

The initiative seeks to strengthen innovative teaching practices and promote inclusive education through digital transformation, with active support from local authorities who were present at the official launch.


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A Billion-Dollar Obsession in 90-Second Bites

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About ₦2 billion changes hands in bets every day (KPMG Gaming Outlook 2025), driven by a 60-million-strong punter base that treats wagering as both entertainment and side-hustle. Industry revenue is on pace to hit US $3.63 billion in gross gaming revenue (GGR) by December 2025 – roughly the size of Nigeria’s entire recorded-music market.

Smartphones rule this universe: more than 90 percent of slips now start and finish on a handset, which is why the market leaders obsess over data-lite apps and USSD deposits almost as much as odds feeds.

Our Litmus Test for “Best”

To separate hype from heft we graded each book on the nine variables that still matter after the banner ads fade:

  1. Odds edge & market depth – average margin on EPL, NPFL and niche sports
  2. Live tech stack – cash-out latency, in-play uptime, streaming rights
  3. Payout speed & reliability
  4. Responsible-gaming tools (RG) – time-outs, self-exclusion, deposit caps
  5. Licensing strength & dispute history
  6. Promotions that actually pay
  7. Product breadth – virtuals, jackpots, prediction games, casino
  8. Financial resilience – operating cash flow, retail footprint, VC war chest
  9. Cultural traction – agent networks, grassroots sponsorships, meme power

The Heavyweights – and Why Each Owns a Piece of The Best

OperatorWhat They NailTicking Time-BombsVerdict
SportyBetBiggest traffic (≈ 57 M visits / month), sub-5-second cash-outs, crazy-low EPL margin (~4.5%).Still no retail city hubs; crash loops on older Tecno devices.Mobile kingpin
Bet9jaHeritage trust, retail agents in 20 states, jackpots like Super9ja; circa ₦10 billion monthly handle.Dated UX; odds less sharp since 2024 revamp.Legacy war-horse
BetKingData-driven odds, Genius Sports in-play feed, renewed deal with Gamble Alert for RG training.Slower KYC queues at peak traffic.RG poster-child
Surebet247NLRC Permit 0001081; cash-first agent model with mobile slip tracking; boosted welcome bonus to ₦150k; full cash-out on domestic basketball.Android app, iOS app; livestream rights still pending.Mobile dark horse
1xBet & BetwayGlobal market buffet, esports, crypto options.Offshore-licence optics; occasional geoblock glitches.International muscle
NairaBet, AccessBET, Msport, Premier Bet, BetPawaNairaBet = pioneer cachet; Msport & BetPawa blitz TikTok; Premier Bet just signed Francis Ngannou.Each misses at least one core pillar (RG tooling, market depth or fast payouts).Specialist niches

Two Deep-Cut Insights the Billboards Won’t Show You

  1. Women are quietly reshaping the market. According to University of Abuja (“according to data from the University of Abuja”), 30 percent of urban Lagos women now gamble regularly, and a 2025 field survey found daily spend often tops ₦50,000 despite lower median income.
  2. Mobile-money betting dents student wallets. According to Lagos State University, mobile-money deposits explain 26.7 percent of the variance in student financial well-being – a stat that should make every platform’s RG desk sweat.

So, Who Actually Wins?

  • Premier-League diehards who live for lightning-fast in-play cash-out: SportyBet wears the crown.
  • Corner-shop loyalists who still like to chat with a clerk: Surebet247 Betshop nails the cash-plus-mobile sweet spot.
  • Jackpot chasers who want EPL on Saturday, Ugandan Super League on Tuesday, and darts on Thursday: Bet9ja is still the Swiss-Army knife.
    Punters who value self-exclusion toggles and deposit caps (you should): BetKing edges ahead.

In reality, “best” is contextual. Odds hawks, live-stream junkies, crypto degenerates and agent-network stalwarts will all point to different logos. What you don’t want is a bookie that melts down at 89′ when Villarreal finally scores.

On that front, the four names above – plus a rapidly innovating Surebet247 mobile bet shop – look built to survive Nigeria’s next data-price hike and the NLRC’s tightening audit screws.

The rest? Keep one eye on their uptime dashboards – and the other on your bankroll.


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