The Premier League (PL) club, Aston Villa FC (AVFC) have announced a strategic partnership with Carlsberg Marston’s Brewing Company (CMBC), a brewing powerhouse in the UK.
As per the pact, CMBC has been named the club’s official lager and cider partner, offering its extensive beverage portfolio throughout Villa Park starting from the 2024/25 season. Spectators can expect to enjoy a wide selection of drinks, including Carlsberg Pilsner, Birrificio Angelo Poretti, Somersby Cider, 1664 and Brooklyn Pilsner.
In addition, CMBC will play a crucial role in the ongoing refurbishment of Villa Park’s kiosks and hospitality facilities. This collaborative effort aims to elevate the matchday experience for the Villa supporters by offering not only a wider beverage selection but also an enhanced stadium environment.
Chris Heck, President of Business Operations, expressed his delight about the partnership and said, “We are thrilled to be partnering with a truly iconic brewer that is not only aligned with our vision but will also give supporters more choice than ever before from their first-class, globally recognisable line of products. They will be invaluable in the revamp of our kiosk and hospitality provisions as we look to take our fan experience to new heights.”
Carl Middleton, VP of Trade Sales, Carlsberg Marston’s Brewing Company, echoed the enthusiasm by adding, “We are incredibly excited to partner with Aston Villa and bring our exceptional range of lager and cider to fans at Villa Park. This collaboration underscores our commitment to enhancing the matchday experience with top-quality drinks and innovative service. We look forward to being a part of the vibrant community at Villa Park and contributing to the exciting developments ahead.”
Carlsberg Marston’s Brewing Company is a major player in the UK brewing scene. Forged from a joint venture between Carlsberg UK and Marston’s PLC, it combines over 300 years of brewing heritage. The entity’s portfolio boasts lagers, ales, and even craft beers, drawing from the expertise of its brewing teams and licensed partners.
This agreement comes at a momentous time for the Lions. Following their historic qualification for the UEFA Champions League, the club is experiencing a surge in growth, both on and off the field. This partnership adds to a string of recent successes, including sponsorship deals with Trade Nation, adidas, Betano, and a long-term contract renewal with the manager Unai Emery.
The 2024/25 season fixtures are out. In the inaugural match week, the Villans will take on West Ham United on August 17 at 10:00 PM IST.