Lancashire Cricket Extends Beer Deal
Lancashire Cricket has announced a five-year extension to its agreement with Heineken, which will see the Dutch brewing company continue as the official beer and cider partner of Emirates Old Trafford.
Heineken, a partner of the club since 2016, will retain the pouring rights for Emirates Old Trafford across concourse, hospitality, hotel and conference and events areas of the stadium.
This new partnership will see Heineken supply a number of its beer and cider products inside the stadium. All products will be available in draft and bottle form throughout concourses and premium areas. Heineken 0.0 will also be stocked across all bars inside the stadium.
Fans will also benefit from Heineken’s Smart Dispense system, cutting the carbon footprint of the stadium by reducing wastage, water and promoting sustainability.
The 26,00-capacity Emirates Old Trafford stadium is currently undergoing redevelopment which is set to be completed in 2023. This includes investment in new bar areas and improvements inside the stadium which Heineken will hope to benefit from.
The partnership also includes support with the club’s marketing plans from Heineken to enhance in-stadium activity, in areas such as the Fan Village, to improve supporter experience and enjoyment. Within the Fan Village, Heineken have assisted with the installation of a shipping container style bar complete with DJ Booth experience as part of an enhanced offering for guests this summer.
Daniel Gidney, Chief Executive at Lancashire Cricket said, “We are thrilled to extend our long-standing relationship with Heineken, who play an integral role in the matchday experience for Members and supporters attending Emirates Old Trafford.
“In addition to holding pouring rights for beer and cider across the stadium, Heineken are working closely with us to continue improving guest experience at Emirates Old Trafford, in areas such as the Fan Village for domestic and international cricket.
“Their support over the years has been so important in terms of the development of Emirates Old Trafford as a world-class, multi-purpose venue, and we look forward to working together over the next five years.”
Graeme Nicholson, Sales Director at Heineken, added, “We have been so impressed with the club’s vision for Emirates Old Trafford since 2016 and we are excited to play our part in giving fans an unparalleled experience in a world-class venue.
“The stadium is home to generations of fans and we are proud that it will continue to be our ciders and beers that are available for another five years.”
The extension is Lancashire Cricket’s second deal of the week, the club announced a new partnership with sports tour provider Inspiresport on Monday 4th July.
