(WFI) Manchester City has renewed its long-standing partnership with Heineken.
The Dutch brand will continue to serve as City’s official UK beer partner on match days and during summer concerts, until the end of the 2017/18 season.
Under the four year-deal, the drinks giant’s top selling brands, which include Foster’s, Heineken, Strongbow, Bulmers, Amstel and John Smith’s, will be served in the grounds concourse bars and hospitality facilities.
The new agreement builds on an existing 18-year relationship between the two parties, which began at City’s former home, Maine Road, and continued when the Blues moved to the Etihad Stadium in 2003.
City’s chief commercial & operating officer Tom Glick said: “Heineken and its stable of brands have been a key part of our fans match day experience for more than 18 years. 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.”
Heineken UK’s on-trade managing director Lawson Mountstevens said the company was delighted to renew its partnership with the 2011/12 Premier League champions.
“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,” he said.
Man City 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 six seconds in a bid to reduce queuing times for football fans and concert-goers.
Heineken’s biggest brewery is located a short distance from the club’s former Maine Road stadium in Moss Side, Manchester.
Latest on Orlando City’s MLS Stadium Push
Orlando City Soccer Club owner Phil Rawlins says a renovated Citrus Bowl will not be suitable for his team if it becomes the next Major League Soccer franchise.
“We would love to play in the Citrus Bowl. It would save us $30 million … [But] it is not an option,” Rawlins was quoted by the Orlando Sentinel.
Rawlins explained that the MLS requires smaller soccer-specific stadiums with covered seats.
The club owner and Mayor Buddy Dyer are attempting to get a 18,000-seat venue built at a cost of $80 million. They claim securing an MLS franchise will help the city attract other sports and entertainment events which could find a home at a new-look 56,000-seat Citrus Bowl.
By INSIDER editor Mark Bisson
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