Lancashire Cricket and Heineken extend deal

Lancashire Cricket has announced a five-year extension with Heineken, which is the official beer and cider partner of Emirates Old Trafford in Manchester. 

Heineken has partnered with the club since 2016 and is set to retain the pouring rights across the stadium’s concourse, hospitality, hotel and conference and events areas. 

Fans will benefit from Heineken’s Smart Dispense system, which cuts the carbon footprint of the stadium by reducing wastage, water and promoting sustainability. Heineken 0.0 will also be stocked across all bars at Emirates Old Trafford. 

Heineken has also played a role in the new development at Emirates Old Trafford – which is set to be completed in 2023 – with investments in new bar areas and improvements inside the stadium. 

The partnership also extends to fan activations, with a chance to enhance in-stadium activity in areas such as the Fan Village. Heineken has assisted with the installation of a shipping container style bar complete with a DJ Booth.

Daniel Gidney, chief executive at Lancashire Cricket, said: “We are thrilled to extend our long-standing relationship with Heineken, who play an integral role in the matchday experience for Members and supporters attending Emirates Old Trafford.

“In addition to holding pouring rights for beer and cider across the stadium, Heineken are working closely with us to continue improving guest experience at Emirates Old Trafford, in areas such as the Fan Village for domestic and international cricket.

“Their support over the years has been so important in terms of the development of Emirates Old Trafford as a world-class, multi-purpose venue, and we look forward to working together over the next five years.”

Graeme Nicholson (pictured left), sales director at Heineken, added: “We have been so impressed with the Club’s vision for Emirates Old Trafford since 2016 and we are excited to play our part in giving fans an unparalleled experience in a world-class venue.

“The stadium is home to generations of fans and we are proud that it will continue to be our beers and ciders that are available for another five years.”