FDBusiness.com

UK brewer and pub operator, Greene King is set to become the new Official Ale Partner of Aston Villa Football Club for the 2016/17 season. Greene King’s association will run for three seasons from the beginning of the 2016/17 campaign, including pouring rights for Greene King’s portfolio of seasonal and craft beers at Villa Park.

“The introduction of Greene King’s iconic beer brands to our product offering at Villa Park is yet another step taken in enhancing the matchday experience for fans,” says Peter Wright, head of Partnerships at Aston Villa. “As the country’s leading pub retailer and brewer, Greene King will become a key partner in our aim to bring the traditional pub feel to the stadium concourse.”

Under the partnership there will be a Greene King branded bar in both the Holte and Trinity stands, and Greene King beers will be available at kiosks across the stadium.

Chris Houlton, Greene King brewing and brands managing director, says: “Our flagship Greene King IPA and East Coast IPA, as well as our other leading beers, will be served at the bars throughout the stadium and we are investing in giving these facilities a new look to offer even better match day experiences at Villa Park. We look forward to continuing to build a great relationship with the club and its fans over the coming seasons.”