Crystal Palace have strengthened their commercial portfolio with the appointment of Molson Coors Beverage Company as the club’s new official beer partner in a multi-year agreement beginning with the 2026-27 season.
The partnership will bring Molson Coors’ extensive beer and cider portfolio to the matchday experience at Selhurst Park, with supporters able to access brands including Madrí Excepcional, Madrí Excepcional 0.0%, Coors, Carling Premier, Caffrey’s Black Stout, Aspall Cyder and Sharp’s Cold River Cider.
Beyond product distribution, the agreement provides Molson Coors with a prominent presence across the stadium. Its brands will feature through big-screen, concourse and digital advertising inventory, while the company will also have a presence across Palace’s hospitality operations.
The two parties will additionally work together on content and supporter activations during the season, giving Molson Coors opportunities to engage with Palace’s fanbase beyond traditional sponsorship visibility.
For Crystal Palace, the agreement forms part of a wider push to enhance the commercial and matchday proposition at Selhurst Park. The club said Molson Coors’ portfolio will play a significant role in its public catering offering, which is undergoing its biggest transformation since Palace returned to the Premier League.
Paul O’Brien, Chief Commercial Officer at Crystal Palace FC, said, “We’re delighted to welcome Molson Coors to Crystal Palace as our new Official Beer Partner. This is an important partnership for the Club, as Molson Coors and its fantastic portfolio of brands will become a major part of the matchday experience at Selhurst Park over the coming seasons, while contributing to the biggest transformation of our public matchday catering offering since our return to the Premier League. Molson Coors has a long-standing connection with football and a great understanding of supporters and matchday occasions. We’re looking forward to working closely together and bringing the partnership to life across the stadium and beyond.”
Dean Ince, New Business Sales Controller at Molson Coors, added, “We are delighted to become the official beer partner of Crystal Palace FC. The club boasts a proud history, an incredibly passionate fanbase and is entering an exciting period following its recent successes. Football has always been about bringing people together, and that’s something that sits at the heart of our business and our brands. We’re looking forward to helping enhance the matchday experience at Selhurst Park through our leading portfolio of beers and ciders, while working closely with the club to create memorable experiences for Eagles supporters throughout the partnership.”
The partnership gives Molson Coors a multi-season Premier League platform combining stadium branding, product presence, hospitality, content and fan engagement, while supporting Palace’s broader investment in the supporter experience.
