UK brewer and pub retailer Greene King has entered into a partnership with English Premiership rugby club Gloucester.
Under the agreement, Greene King will become the club’s official ale partner for the next seven seasons starting in 2017-18.
The brewer will also benefit from pouring rights at Gloucester’s Kingsholm Stadium, with Greene King products being available at 11 bars around the ground, as well as at a real ale bar located near Gate One.
Greene King will also take on naming rights to The Shed stand at Kingsholm Stadium. The stand houses some of Gloucester’s most passionate fans and will now be known as the Greene King Shed.
Prior to each home game, a ‘Festival of Real Ale’ will be held within the stadium where at least four Greene King beers will be available, including Greene King IPA, Old Speckled Hen and Abbot Ale as well as a rotating selection of the brewer’s seasonal and specialty ales.
Gloucester Rugby’s commercial director, Mike Turner, said: “We’re very pleased to welcome Greene King to our family of official partners. Real ale is always a popular product on matchdays, and the introduction of Greene King’s iconic beer range at Kingsholm is yet another step taken in enhancing the matchday experience for our fans.”
Joe Parks, Greene King on trade sales director, said: “We’ve been an avid champion of rugby at all levels for many years and we’ll be bringing this same commitment to Gloucester Rugby.
“Our investment in bars around Kingsholm as well as increasing the beer range available will give fans more choice and an even better home ground experience, and we look forward to growing a great relationship with the club and its supporters over the seasons ahead.”
The deal comes off the back of Gloucester’s partnership announcement with online bookmaker 21Bet. Under the agreement, the company will become the club’s official betting partner and take on naming rights to a stand at Kingsholm Stadium.