Greene King Ipa Extends Harlequins Deal

Greene King IPA has extended its long-term association with Harlequins Rugby Club by signing a sponsorship extension for a further five seasons. 

The deal will see the cask ale cement its position as official beer sponsor of the club until the end of the 2014/15 Premiership season.

Greene King IPA has been a sponsor of Harlequins since the start of the 2003/04 season and the new deal reaffirms the brand’s desire to reach out to rugby fans.

So far this season, combined cask and keg sales of Greene King IPA has gone up by 20.8% year-on-year at the Stoop.

As part of the deal, the new South Stand at the Twickenham Stoop Stadium will feature Greene King IPA branding, while a number of pitch-side boards will also carry the brand’s name.

The Greene King IPA logo will continue to appear on the back of the Harlequins home and away playing shirts.

As well as investing in the development of the new South Stand, Greene King IPA has been working with Harlequins on the development of the ‘Quins Head’, Harlequins’ real ale match day bar.

Located behind the South Stand, the soon to be completed bar will feature a permanent cellar, larger serving space and new marquee and beer garden.

The sponsorship of the club will continue to be activated across the official Harlequins supporter pub network in and around Twickenham, where Greene King IPA will run promotions for fans to win tickets to matches plus the chance to meet them over a pint in a supporter’s pub.