#SBS24 next month in Manchester! Welcome Wembley Stadium, Oxford United, Juventus FC, Sodexo Live!, Croke Park, Sviby, Stadio Algarve, Keppie Design, Everbank Stadium, Kulture City, PAM, Duracell/Procell, Trusts Arena, Worldpay, Suncorp Stadium... Join them
Driving your revenues, sustainability and fan experience: #SBS24 – 15th annual TheStadiumBusiness Summit in Manchester on 17-18-19 June

Fan Experience

Patriots to debut Celebration Beer Hall at Gillette Stadium

Featured image credit: New England Patriots

A new premium hospitality space is set to open at Gillette Stadium, home of the NFL’s New England Patriots and Major League Soccer team New England Revolution.

Celebration Beer Hall will open in September in time for the new NFL season. It will be sponsored by Anheuser-Busch, a long-standing partner of Gillette Stadium, the Patriots and the Revolution.

Anheuser-Busch has worked with Kraft Sports + Entertainment to build the new space, which is set to provide a “unique” field-level game-day experience. Fans inside Celebration Beer Hall will have access to watch players as they walk from their locker room through the tunnel before accessing the field.

The space will be located in the northeast corner of the field and will feature a 2,000-square-foot outdoor patio and a 4,000-square-foot indoor beer hall. Fans will be able to spend their entire game day in the space, which will include a 375-square-foot oval bar in the centre of the room.

Celebration Beer Hall will also be available on non-game days and will be able to host social events for 200 to 300 guests.

Murray Kohl, vice-president of sales for the Patriots, said: “Bud Light, a truly iconic experiential brand, has been a long-standing and valued sponsor of ours. Their vision for Celebration Beer Hall was evident from the beginning and we know they are perfectly positioned to create the quintessential ‘want-to-be’ gathering place on game day and non-game days alike.”

In a statement, Anheuser-Busch added: “We are thrilled to expand our sponsorship with the Patriots, Revolution and Gillette Stadium to create an immersive and experiential gameday Bud Light hospitality location that makes it even easier to enjoy the game.

“Celebration Beer Hall, with its unique view of the players’ pre-game walk-out and the proximity to the field of play, makes this space unlike any Bud Light activation space in the NFL and MLS.”

Celebration Beer Hall memberships can be purchased for Patriots games on a season-long basis, and on an individual game basis for Revolution matches and select Gillette Stadium special events. Memberships will feature all-inclusive food, Anheuser-Busch products, preferred parking, giveaways and special guest experiences.

Gillette Stadium is also undergoing a wider renovation project, which is due to be completed in time for the start of the 2023 NFL season. The plans focus on the north end of the stadium, with improvements to include the largest outdoor stadium video board in the US.