Leeds & Strongbow Reunited

29th July 2013

Strongbow, Britain’s No 1 cider brand and a former shirt sponsor of Leeds United FC, will make a welcome return to the club's Elland Road ground in the new season as part of a new pouring rights agreement signed by the club and their catering partner Compass with HEINEKEN, the UK's leading cider and beer business.

The new partnership will see HEINEKEN supply its leading mainstream brands Foster’s lager, John Smith’s bitter and Strongbow cider to concourse bars while premium beer Heineken® will be served in the hospitality areas of the Championship stadium.

HEINEKEN will receive a package of marketing rights at the stadium which includes the conversion of the former Viewing Deck in the South Stand to a dedicated Foster’s Fan Zone, from where guests and competition winners will be able to enjoy the match day action.

As part of the new agreement HEINEKEN has invested over £250,000 in the stadium's cider & beer serving infrastructure, installing its state of the art Pourtal dispense system in all of the concourse bars, greatly improving the quality and speed of serve within these areas. These improvements will mean that the perfect pint can be poured in less than 10 seconds, helping to reduce queuing times during the busy half time interval.

Leeds United Managing Director David Haigh said: “The Club has a strong historical connection with the Strongbow brand and we are delighted to welcome HEINEKEN to Elland Road. Their market leading brand portfolio coupled with their commitment to improve the speed and quality of serve within the concourse areas will help improve the match day experience for our supporters.”

Rick Eastwood, Regional Sales Director, HEINEKEN North said “Leeds United is one of the country's most iconic sporting brands and Elland Road is an internationally acclaimed venue that will provide a magnificent showcase for our brands. "