Heineken to step up Ricoh Arena presence with extended Wasps deal

English Premiership rugby union club Wasps has extended its partnership with Heineken under a deal that will see the Dutch brewing company make a significant investment at the team’s Ricoh Arena home.

Having first partnered in 2015, Wasps said its new long-term deal with Heineken will result in the launch of a Heineken Lounge for every home match at its Coventry stadium from the 2018-19 season.

The new facilities will offer Wasps’ seasonal members a pre-match commentary by members of the first team after they have had a two-course carvery lunch. The package also includes an exclusive reserved seat on the hospitality balcony, souvenir programme and cash bar.

Heineken will continue to be Wasps’ official lager and cider partner as part of the deal. Chris Bell, head of partnerships at Wasps, said: “This is a fantastic addition to our offering, which is the ideal way for businesses to reward members of staff with a day out, particularly those who have an interest in rugby.

“We trialled the Heineken Lounge concept at several home games last season which proved extremely popular, as a result, we will be working with Heineken to incorporate this as a seasonal offering.

“One of our main focuses is to work with prestigious brands such as Heineken to deliver a first-class match day experience to the hundreds of thousands of fans that visit the Ricoh Arena every season, along with the hundreds of thousands of delegates and visitors that attend a wide range of conferences, exhibitions and music events. We look forward to developing the partnership further over the coming years.”

Image: Wasps