Heineken has decided to retain its long-established partnership with Lancashire Cricket for the upcoming five years as the official beer and cider partner of Emirates Old Trafford Stadium. Following the association, the company would continue to hold the pouring rights in Emirates Old Trafford across the concourse, hospitality, hotel and conference, and other prominent events in the stadium arena.
This extension will see Heineken supplying its famous and admired beer and cider products inside the world-class stadium. The products would be sold in draft and bottle form throughout the concourses and premium areas of Old Trafford. The company’s environment-friendly, sustainability-promoting Smart Dispense system would be made available to the fans in the stadium. It would cut the stadium’s carbon footprint by reducing wastage of any form.
Heineken 0.0 would be offered to the people in all the bars inside the stadium. The company’s support holds a vital say in the recent developments at the Emirates Old Trafford, planned to be ready by 2023. This also includes new bar areas and developments inside the stadium.
The club’s marketing initiatives will also be supported by Heineken in this deal for enhancing the in-stadium activity in areas like Fan Village, improving the fan experience and the enjoyment levels.
Daniel Gidney, Chief Executive at Lancashire Cricket said, “We are thrilled to extend our long-standing relationship with Heineken, who play an integral role in the matchday experience for Members and supporters attending Emirates Old Trafford.
“In addition to holding pouring rights for beer and cider across the stadium, Heineken are working closely with us to continue improving guest experience at Emirates Old Trafford, in areas such as the Fan Village for domestic and international cricket.
“Their support over the years has been so important in terms of the development of Emirates Old Trafford as a world-class, multi-purpose venue, and we look forward to working together over the next five years.”
Graeme Nicholson, Sales Director at Heineken, added, “We have been so impressed with the Club’s vision for Emirates Old Trafford since 2016 and we are excited to play our part in giving fans an unparalleled experience in a world-class venue.
“The stadium is home to generations of fans and we are proud that it will continue to be our beers and ciders that are available for another five years.”