Brentford FC extend Asahi UK partnership to 2030

Brentford FC have extended their partnership with Asahi UK, which will see the Gtech Community Stadium continue to serve its products until 2030.

The deal ensures that Asahi UK’s lead products, including Asahi, London Pride and Meantime, will remain available on matchdays and at commercial events.

Fuller’s award-winning Black Cab Stout will also be added to the menu from the start of the 2025/26 season.

While Asahi UK became a founder partner of the Gtech Community Stadium when it opened in 2020, the club’s association with the Fuller’s brewing business, now owned by Asahi UK, dates back over a century.

The club’s former home, Griffin Park, was built on an orchard leased from Fuller, Smith and Turner and was named after the Fuller’s Griffin Brewery in Chiswick, where London Pride is brewed.

The historic relationship was recently celebrated with the opening of the Brentford FC Orchard in March 2025, which was part-funded by Asahi Group as part of the club’s commitment to local biodiversity.

Fran Jones, Commercial Director at Brentford said, “This is likely the longest-running partnership in football and demonstrates just how deep our roots run in the community. We’re delighted to be able to continue telling this story and serving these great products to our fans and visitors for several more years.”

Rob Hobart, Marketing Director Asahi UK&I, added, “The relationship between Brentford FC and the Fuller’s Griffin Brewery is truly historic, going back over many generations right back to the original naming of Griffin Park, and deeply rooted in the local community. We are delighted to be continuing this long-standing partnership, and look forward to what will hopefully be another successful season for the Bees.“

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