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Sheffield United Signs Three-Year Deal With Molson Coors

Mon 29th Mar 2010 | Football Sponsorship

Sheffield United have announced Molson Coors, the Global Family Brewer, as a new partner of the Blades. Molson Coors, whose brand portfolio includes leading brands Carling, Coors Light, Grolsch and Worthington’s, has signed a three-year, six-figure deal with the club, starting in June, 2010.

As part of the deal, Molson Coors has been installed as the official beer supplier of Sheffield United, meaning that Blades fans can now look forward to Molson Coors’ great beer brands being served at Bramall Lane. The agreement will also deliver prominent stadium branding with both the Molson Coors and Carling logo featured at Bramall Lane.

The partnership with Sheffield United has been agreed with a view to Molson Coors extending its links with the Blades’ international network of clubs that expands across Europe, Australasia and Asia.

Founded by pioneering families and tracing its roots back to 1786, Molson Coors Brewing Company has over 11,000 employees worldwide, 10 breweries in three different countries, and a broad portfolio of over 40 brands. Molson Coors is a leading brewer in the UK, the USA and Canada.

Molson Coors brands have long been avid supporters of football. Carling currently sponsors Old Firm clubs Celtic and Rangers, while the company’s Carling Cup sponsorship has been extended through to 2012.

The Carling Cup agreement with the Football League was the largest in the competition's history and is the longest running competition sponsorship in domestic football. Molson Coors has sponsored this competition for nine seasons through its Carling brand and a further five through its Worthington’s brand.

Sheffield United is one of the best supported teams in the Coca Cola Championship. Their fans will now be given an opportunity to get their hands on the Carling Cup, as Molson Coors will be organising for the iconic trophy to visit Bramall Lane.

Eugene Reddington, Sales Managing Director at Molson Coors said: "Molson Coors are delighted to become the beer supplier of Sheffield United, we look forward to a great working relationship with the club and ensuring Blades fans can enjoy a great pint of Carling on match days."

As the oldest United in the world, the Blades are combining their proud traditions with a forward-thinking approach to business. Mike Farnan, Executive Director at Sheffield United said: “We are delighted to work with a company that has so many brands synonymous with football. This three-year deal adds weight to Sheffield United’s growing portfolio of business partnerships.

“The Molson Coors partnership is a further demonstration that Sheffield United’s unique international model in football is helping the club attract world class brands with international prominence."

Photo – from left to right: Eugene Reddington, Sales Managing Director at Molson Coors and Mike Farnan, Executive Director at Sheffield United, holding the Carling Cup at Bramall Lane

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