Manchester City renews HEINEKEN partnership

29th August 2013

Manchester City Football Club is delighted to announce it has renewed its long-standing partnership with HEINEKEN, the UK’s leading beer and cider company.

The Dutch brand, now in its 136th year, will continue to serve as City’s Official UK Beer Partner on match days and during summer concerts, until the end of the 2017/18 season.

As part of the four year-deal which is exclusive to the UK and the Etihad Stadium, the drinks giant’s top selling brands, which include Foster's, HHeineken, Strongbow, Bulmers, Amstel and John Smith's, will be served in the grounds concourse bars and hospitality facilities.

The new agreement builds on an existing 18-year relationship between the two parties, which began at City’s former home, Maine Road, and continued when the Blues moved to the Etihad Stadium in 2003.

Commenting on the partnership, Chief Commercial & Operating Officer for Manchester City Football Club, Tom Glick, said:

“HEINEKEN and its stable of brands have been a key part our fans match day experience for more than 18 years. We’re extremely proud of this relationship that has spanned nearly two decades and look forward to working together to continually improve the Etihad Stadium’s beverage offering.”

The Club’s sentiment is shared by HEINEKEN’s, On-trade Managing Director, Lawson Mountstevens, who added:

“We are delighted to extend our partnership with one of the most ambitious clubs in world football. Teaming up with Manchester City presents a unique opportunity to showcase our unrivalled portfolio of cider and beer brands to over 47,000 spectators, while trialling and developing new product and dispense innovation throughout the Etihad Stadium’s state-of-the-art bars and hospitality facilities.”

Manchester City has recently rolled out 15 new beer buggies as part of the Club’s match day operations, in addition to its existing fast-pour tap system that can dispense a pint in 6 seconds, reducing queuing times for football fans and concert-goers.

Manchester remains a hugely important city for HEINEKEN where its biggest brewery is located a short distance from the Club’s former Maine Road stadium in Moss Side.