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Sheffield United And Heineken Agree New Pouring Rights Deal

Mon 24th Jul 2017 | Football Sponsorship

Sheffield United F.C. has agreed a new pouring rights partnership with the UK leading beer and cider business, HEINEKEN.

The agreement will see HEINEKEN being given the exclusive pouring rights at Bramall Lane for the next three years,  and will bring a range of HEINEKEN’s brands, including Heineken ® , Amstel, Fosters’, John Smith’s, Birra Moretti, Bulmers and Strongbow across the stadium concourse bars and into hospitality areas. A selection of craft ales will also be available in hospitality areas and on the John Street concourse.

Speaking of the new partnership SUFC Head of Commercial Paul Reeves said: “Heineken has a long track record of supporting football on a global scale and is currently the official beer of the UEFA Champions League, alongside being the official partner of a number of Premier League Teams and EFL Championship Teams.

Paul continued “At the Club, we continue to look at ways in which we can improve the matchday experience for our fans before, during and after the game and this collaboration with a drinks brand who strive for the same levels of excellence allows us to ensure supporters in our concourse and hospitality areas are able to enjoy quality products. This announcement represents another high-profile partnership for Sheffield United with a truly global, best-in-class brand.”

Duncan Barlow, Regional Sales Director for HEINEKEN, said: “We have  been a supporter of professional football for many years. This, together with our shared commitment to provide  excellent match day experiences means HEINEKEN is a natural partner for Sheffield United”.

HEINEKEN will be supporting the improvement of a number of the bars around the Stadium and will also create branded areas and adult fan activities to support the match day experience.

General Manager for Levy Restaurants UK Greg Smith who will oversee the match day catering operations at Bramall Lane said: “Taking into account feedback from our supporters, we are delighted to be able to offer our fans the opportunity to enjoy draught beer from the Heineken fast-pour equipment which means that drinks can be served at twice the speed of standard dispense equipment.

Greg continued, “The Heineken fast-pour tap system will enable a perfect pint to be served between eight and nine seconds, allowing fans to enjoy super chilled beer and cider with the aim of reduced queuing time on the concourses”.

The new facilities will be fully installed for the first game of the season when the Blades will take on Brentford for the start of the 17/18 Championship campaign.


Posted by: Kev Howland 

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