Manchester City Renews Heineken Partnership
Manchester City have renewed their long-standing partnership with beer brand Heineken in a four-year deal that will see the Dutch brand continue as the Barclays Premier League club’s official beer partner in the UK until the end of the 2017/18 season.
Under the terms of the agreement Heineken’s portfolio of brands will continue to be served in concourse bars and hospitality facilities at City’s Etihad Stadium, including its lager brand Heineken, as well as Foster’s, Strongbow, Bulmers, Amstel and John Smith’s.
Heineken, now in its 136th year, has been a partner of City for the past 18 years.
The club’s chief commercial and operating officer Tom Glick, said of the partnership extension: ‘We’re extremely proud of this relationship that has spanned nearly two decades and look forward to working together to continually improve the Etihad Stadium’s beverage offering.’
Renewing with Heineken continues a busy summer of commercial activity at City.
Earlier in August the club agreed a three-year content and sponsorship deal with BT Sport before signing a multi-year broadcast agreement with the YES Network across the Atlantic in New York.
Manchester City has recently rolled out 15 new beer buggies as part of the Club’s match day operations, in addition to its existing fast-pour tap system that can dispense a pint in 6 seconds.
The Dutch brand has a strong presence in Manchester, with its largest brewery located in Moss Side, just a short distance from the club’s former home, Maine Road.
