Heineken extends backing of London Stadium, West Ham

Heineken has signed a multi-year extension to its partnership with Premier League football club West Ham United and its London Stadium home ground.

Heineken became the official beer and cider partner of West Ham at the start of the 2016-17 season. Under the new agreement, the company will continue to provide an extensive range of beer and cider brands to London Stadium across all events, including match days.

Heineken has worked with West Ham and London Stadium to enhance the match-day experience for supporters by introducing fan areas such as the Boleyn Bar, the Heineken Bar under the north scoreboard, and the Fan Zone Bar at the back of the Billy Bonds Stand.

The new partnership will continue this work with additional bespoke bar installations, along with a range of beer and cider being made available to supporters. Brands that will be offered will include Heineken, Amstel, Birra Moretti and Strongbow.

As part of the deal, Heineken will also receive visibility across West Ham’s digital channels and via LED perimeter advertising boards.

Graham Gilmore, chief executive of London Stadium, said: “We are proud to announce an extended partnership with Heineken. They have played an important role in our aim of delivering a world-class experience for all visitors to London Stadium, whatever the event”.

Stephen Watt, on-trade director at Heineken, added: “We’ve enjoyed a really successful relationship with West Ham United and London Stadium over the past five years and we are delighted to extend our relationship with both. We look forward to welcoming supporters back and to continuing our work with both London Stadium and West Ham to deliver a great experience for all visitors to the stadium.”

The stadium also hosts the Anniversary Games but will not do so this year due to the costs involved with transforming the venue into an athletics facility for a one-off event. Ordinarily, London Stadium’s summer series of events in the close season for West Ham would include a number of concerts, but none will be taking place this year due to COVID-19.