English Championship football club Sheffield United has agreed a pouring-rights partnership with Dutch brewing company Heineken.
The three-year deal will cover the 2017-18 to 2019-20 seasons and will result in Heineken brands such as Fosters, John Smith’s and Strongbow being sold on concourses at Bramall Lane, the club’s home ground.
The stadium’s hospitality areas will also sell other Heineken drinks such as Amstel and Birra Moretti.
The partnership will see Heineken support the improvement of the various bars that are located at Bramall Lane. Branded areas and adult fan activities will be organised in a move designed to enhance the match-day experience for supporters.
The club’s head of commercial, Paul Reeves, said: “Heineken has a long track record of supporting football on a global scale and is currently the official beer of the Uefa Champions League, alongside being the official partner of a number of Premier League teams and EFL Championship teams.
“At the club, we continue to look at ways in which we can improve the match-day experience for our fans before, during and after the game and this collaboration with a drinks brand who strive for the same levels of excellence allows us to ensure supporters in our concourse and hospitality areas are able to enjoy quality products.
“This announcement represents another high-profile partnership for Sheffield United with a truly global, best-in-class brand.”
Greg Smith, general manager for Levy Restaurants UK, will oversee match-day catering options at the 32,000-seat Bramall Lane. He said: “Taking into account feedback from our supporters, we are delighted to be able to offer our fans the opportunity to enjoy draught beer from the Heineken fast-pour equipment which means that drinks can be served at twice the speed of standard dispense equipment.
“The Heineken fast-pour tap system will enable a perfect pint to be served between eight and nine seconds, allowing fans to enjoy super chilled beer and cider with the aim of reduced queuing time on the concourses.”
The 2017-18 season will mark Sheffield United’s return to the second-tier Championship following a six-year absence. The club said the new facilities would be installed in time for the opening game of the season against Brentford on August 5.
Image: Sheffield United