Birmingham City have confirmed that they’ve agreed a four-year agreement with beer giants Heineken
Birmingham City have confirmed that they’ve struck another money-spinning deal with world renowned beer company Heineken this season. Blues supporters have enjoyed Heineken’s various brands, which have been introduced to concourse bars around St Andrew’s this season, including Birra Moretti, Cruzcampo, Strongbow Dark Fruits and Beavertown Neck Oil.
Blues and Heineken have shaken hands on a four-year agreement which is committed to ensuring that Blues’ supporter experience on a match-day remains at the forefront of everything they’re otherwise trying to achieve on the pitch. The club also confirmed that they’d spent as much as £15m on the overhaul of the stadium in the summer, including the implementing of Heineken’s offerings.
“Our commitment to fans is to create a matchday experience that is second to none. To deliver, we need to partner with world-class companies, like HEINEKEN, who want to be part of the exciting Blues comeback story,” Blues chief fan experience officer John Clarke said. “The HEINEKEN team has demonstrated that it shares our ambition and will add value to our evolving story.
“It is bringing several of the UK’s best-loved and fastest-growing brands to our revamped St. Andrew’s @ Knighthead Park; it has invested in the equipment needed to deliver great tasting beers, including Heineken 0.0; and will bring its marketing and fan activation expertise to ensure we continue to create ‘wow’ moments for our supporters.
“We could not be happier to have HEINEKEN at our side. We are delivering affordable football, now we are delivering high quality, affordable refreshments. It’s a great time to be a Blues fan.”
Heineken are currently valued at £37bn. Blues have already struck long-term agreements with Nike and Undefeated this year, as well as Delta Airlines, the largest airline company on the planet.
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