HEINEKEN installed as official drinks supplier to First Direct Arena Leeds

13th September 2013

HEINEKEN has been appointed as the official supplier of cider and beer to the First Direct Arena Leeds. The agreement will extend HEINEKEN’s relationship with SMG-Europe by adding to established trading partnerships enjoyed at other company-operated entertainment venues in Newcastle, York, Manchester and Scunthorpe. SMG Europe is the largest operator of indoor entertainment arenas in the UK with venues across Europe.

The new contract will see the UK’s leading cider and beer producer provide the First Direct Leeds Arena with a wide range of draught and packaged ale, lager and ciders including John Smith’s, Foster’s, Heineken®, Sol, Tiger, Strongbow and Bulmers..

John Gemmell, Regional Trading Director- North for Heineken in the UK, said: “The new agreement will provide an excellent showcase for our portfolio of market leading long alcoholic drink brands and we are looking forward to working with the SMG team to ensure that our products add to the experience and enjoyment of visitors to the First Direct Arena Leeds and sister SMG venues in the North of England.”

Tony Watson, Director-Sales & Marketing,First Direct Arena, said: “The new deal with HEINEKEN is an excellent fit, particularly for our music and comedy events. The opportunity to work with well regarded and established brands such as Foster’s, Strongbow and John Smith’s to enhance our visitor experience was instrumental to reaching this exciting new agreement.”

In July 2013, HEINEKEN announced a long-term pouring rights agreement with Leeds United FC and their catering partners Compass to supply their cider and beer brands for sale through the public bars and hospitality areas at the club’s Elland Road Stadium.