Football Trade Directory

Sheffield United announce pouring sponsorship deal

Sheffield United F.C. has agreed a new pouring rights partnership with the Heineken.

The deal will see Heineken have the exclusive pouring rights at Bramall Lane for the next three years,  they will bring a range of Heineken brands, including Fosters’, John Smith’s and bulmers across the stadium concourse bars and into hospitality areas. A selection of craft ales will also be available in hospitality areas and on the John Street concourse.

Head of Commercial at Sheffield United, Paul Reeves said: “Heineken has a long track record of supporting football on a global scale and is currently the official beer of the UEFA Champions League, alongside being the official partner of a number of Premier League Teams and EFL Championship Teams."

He added “At the Club, we continue to look at ways in which we can improve the matchday experience for our fans before, during and after the game and this collaboration with a drinks brand who strive for the same levels of excellence allows us to ensure supporters in our concourse and hospitality areas are able to enjoy quality products. This announcement represents another high-profile partnership for Sheffield United with a truly global, best-in-class brand.”

Duncan Barlow, Regional Sales Director for Heineken, said: “We have  been a supporter of professional football for many years. This, together with our shared commitment to provide  excellent match day experiences means HEINEKEN is a natural partner for Sheffield United”.


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