The Beer Runs Out

As in all good parties, the beer ends up running out signaling the end of the party. If you happen to be in the "in" crowd, you will get invited to the after party. If you are not, you finish the night with the feeling that you are not that cool after all.

As you may have read, Banco Espirito Santo(BES), who has sponsored all 3 big clubs in Portugal for the past 8 or so years, has announced that they will no longer be a sponsor to all three clubs, leaving all three clubs looking for a secondary sponsor that will offer an attractive lucrative deal.
Luis Felipe Vieira, didn't lose time and inked a deal with Portuguese beverage giants Centralcer. Centralcer aka Central de Cervejas, is the firm behind Sagres, and so many other market leading beverages, they are also this year's league sponsor.
I hope I haven't lost anyone, Here's where it gets interesting, it's well known that Centralcer has been a big partner to Sporting throughout the years, and when the BES sponsorship fell apart, Centralcer was one of the firms that was approached by Sporting to be a secondary sponsor. At the time, and still to this day, Centralcer, told Sporting that their 2009 budget does not have enough funds to take on such a sponsorship, this off course after singing with Benfica for the sponsorship Sporting coveted.
When confronted by Sporting, on how why their budget had enough room for Benfica, Centralcer stated that after being sponsors to the National team, the Portuguese League and Benfica, there was no room for a similar type sponsorship.

As if there were any doubts as to who the cool kid is.


***With the help of Encarnado e Branco