Southampton Extends Partnership With KBE Drinks

Southampton Football Club has announced an extension to its multi-year partnership with KBE Drinks.

The extension will see KBE Drinks continue to supply its flagship brand, Kingfisher, as the main pouring brand at the stadium, as well as other brands in their portfolio.

Kingfisher has proven a big hit amongst fans since its introduction at the start of the 2019 season, having increased draught sales (by 18% YOY) across St Mary’s hospitality offerings and concourses.

The partnership will allow both parties to continue this work with all products and brands under KBE Drinks being made available to supporters across a multi-event calendar. Following the extension, KBE Drinks will also have visibility across the club’s growing digital channels.

Announcing the partnership extension, Sarah Batters, Director of Partnerships and Marketing for Southampton Football Club, said: “KBE Drinks has proven themselves to be an excellent partner since joining us in 2019. We are excited to be continuing with them to enhance the matchday experience for our fans and visitors to St Mary’s Stadium. We look forward to what the next three seasons hold as we help bring their popular beers to Southampton.”

John Price, Head of Marketing at KBE Drinks, added: “Our presence at St Mary’s was one of our first steps on this journey, strategically seeding the brand in a very different environment from our traditional consumption occasion.  We are extremely proud of our partnership with Southampton FC and its fans have made us feel very welcome. We look forward to three more exciting seasons!”