Industry News

Molson Coors to sponsor Edgbaston through Warwickshire link-up

Brewing company Molson Coors has signed a commercial partnership with Warwickshire County Cricket Club, through which it will have a major presence at the team’s Edgbaston Stadium home ground.

Molson Coors’ five-year partnership with Warwickshire will run until 2022. The company’s Carling brand becomes the official lager of the club and will be served at all public bars around Edgbaston.

Molson Coors’ Staropramen and Coors Light products will also be served in hospitality lounges and during events and banquets held at the facility.

In addition, Molson Coors has been granted naming rights to Edgbaston’s Stanley Barnes Stand, while the company will also receive in-stadium branding and hospitality packages.

Edgbaston’s commercial director, Gareth Roberts, said: “Molson Coors have been a supplier for the last six years, and its extensive range of brands makes it the perfect lager partner to suit support our cricket, hospitality and banqueting events.

“We’re delighted to extend the relationship to a commercial partnership and provide opportunities for Molson Coors to maximise its brand presence at our extensive programme of international and major match cricket at Edgbaston.”

Edgbaston is one of the UK’s leading international cricket venues. The stadium is due to host England’s first-ever day-night Test against the West Indies in August, and will also stage five matches during this year’s Champions Trophy one-day international tournament.