FDBusiness.com

Manchester City Football Club has renewed its long-standing partnership with Heineken (UK). The Dutch brewer will continue to serve as Manchester City’s Official UK Beer Partner on match days and during summer concerts, until the end of the 2017/18 season.

As part of the four year-deal which is exclusive to the UK and the Etihad Stadium, the drinks giant’s top selling brands, which include Foster’s, Heineken, Strongbow, Bulmers, Amstel and John Smith’s, will be served in the ground’s concourse bars and hospitality facilities.

The new agreement builds on an existing eighteen year relationship between the two parties, which began at City’s former home, Maine Road, and continued when the club moved to the Etihad Stadium in 2003.

Heineken UK’s, on-trade managing director, Lawson Mountstevens, comments: “Teaming up with Manchester City presents a unique opportunity to showcase our unrivalled portfolio of cider and beer brands to over 47,000 spectators, while trialling and developing new product and dispense innovation throughout the Etihad Stadium’s state-of-the-art bars and hospitality facilities.”

Manchester Cityhas recently rolled out fifteen 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, reducing queuing times for football fans and concert-goers.

Manchester remains a hugely important city for Heineken where its biggest brewery is located, a short distance from Manchester City’s former Maine Road stadium in Moss Side.