Aston Villa Secures Latest Partnership
Aston Villa has signed an agreement with Carlsberg Marston’s Brewing Company (CMBC) that includes ‘official lager and cider partner’ designation.
From next season, CMBC’s range of products will be available at Villa Park, including Carlsberg Pilsner, Birrificio Poretti, Somersby CIder, 1664 and Brooklyn Pilsner.
The Villans’ latest commercial partnership is intended to ‘elevate the match-day experience ‘at the stadium, and will see the installation of new bars and facilities throughout the iconic 42,640-seater venue.
Having secured qualification for next season’s UEFA Champions League, Villa has signed a number of deals in the buildup to the 2023/24 campaign, as it gears up for its first season of elite European club football in 42 years.
Villa recently secured the most lucrative partnership in the club’s history, signing a two-year, reported £40m deal with Betano. Last month, the club also confirmed a multi-year supplier deal with Adidas which is reportedly worth £17m per year.
Chris Heck, President of Business Operations at Aston Villa, said, “We are thrilled to be partnering with a truly iconic brewer that is not only aligned with our vision but will also give supporters more choice than ever before from their first-class, globally recognisable line of products.
“They will be invaluable in the revamp of our kiosk and hospitality provisions as we look to take our fan experience to new heights.”
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