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Kingfisher announces first Premier League deal

Premier League football club Southampton has announced a summer signing designed to refresh supporters after agreeing a multi-year partnership with Indian beer brand Kingfisher.

The agreement represents Kingfisher’s first ever partnership in the Premier League.

As official beer partner, Kingfisher will now provide the matchday beer at St Mary’s Stadium for supporters, while it will also be launching a special Southampton FC signature ale, which will be available on draught at all home games.

Kingfisher, as well as the new ale, will be available around the ground’s concourses, the new Fan Zone, the Gasworks Bar & Grill, and the club’s hospitality suites and boxes.

Also served in the Gasworks and hospitality will be a trio of other world beers from Kingfisher’s UK product portfolio.

“This is a hugely exciting partnership for the Kingfisher brand and we look forward to engaging with Southampton fans across the globe,” said Shekhar Ramamurthy, managing director of Kingfisher’s parent company, United Breweries.

“India’s growing interest in the English Premier League is unquestionable and we are thrilled to be partnering with this dynamic club in the world’s best football league.”

Southampton’s commercial director, David Thomas, said: “We are delighted to be welcoming Kingfisher into our valued family of commercial partners, and are looking forward to providing our supporters at St Mary’s with the offering of their range of high-quality, leading beers.

“Kingfisher is a world-renowned brand, and we are excited about being able to help them further grow their reputation both here and around the world, as well as working with them to provide a new gateway for the Southampton name in India.”