Manchester City has signed a four-year extension to its long-standing partnership with Dutch beer brand Heineken.
Under the terms of the deal, Heineken will continue to serve as City’s official UK beer partner until the end of the 2017-18 season, providing a range of brands including Heineken, Fosters, Strongbow, Bulmers, Amstel and John Smith’s at the Etihad Stadium’s concourse bars and hospitality facilities on match days and at summer concerts. The new agreement builds on an existing 18-year relationship between the two parties, which began at City’s former home, Maine Road, and continued when the club moved to the Etihad Stadium in 2003.
City has recently rolled out 15 new beer buggies as part of the English Premier League club’s match day operations, in addition to its existing fast-pour tap system that can dispense a pint in six seconds, reducing queuing times for football fans and concert-goers. Manchester remains an important city for Heineken as the company’s biggest brewery is located a short distance from the club’s former stadium in Moss Side.
Heineken UK’s on-trade managing director, Lawson Mountstevens, said: “Teaming up with Manchester City presents a unique opportunity to showcase our unrivalled portfolio of cider and beer brands to over 47,000 spectators, while trialling and developing new product and dispense innovation throughout the Etihad Stadium’s state-of-the-art bars and hospitality facilities.”