Southampton FC announce extension with KBE Drinks

KBE will prolong the supply of its flagship brand, Kingfisher, at the venue.

The Premier League club, Southampton Football Club, has announced an extension of its partnership with KBE Drinks. With this development, KBE Drinks will continue to be the club’s official beer partner.

KBE will prolong the supply of its flagship brand, Kingfisher, at the venue along with its other brands for the spectators to enhance their game viewing experience on matchdays.

The fans have been wowed by Kingfisher as the draught sales have increased across St Mary’s hospitality offerings since the 2019/20 season. 

This collaboration allows Southampton FC to have access to KBE Drinks’ variety of beer brands that are popular throughout the globe. Yeastie Boys, Sagres and Dos Equis are all available for the fans.  

In this association, which was etched in 2019, the two entities have come together to provide a better service and experience for the fans of the club. The brand’s popular beers have been supplied across Gasworks bar, club’s hospitality suites and boxes and concourses along with erecting a popular fan zone.

Through this partnership renewal, KBE Drinks will also get exposure through the English top-flight league club’s ever-growing digital mediums. 

While unveiling the partnership renewal, Sarah Batters, Director of Partnerships and Marketing for Southampton Football Club, said, “KBE Drinks has proven themselves to be an excellent partner since joining us in 2019. We are excited to be continuing with them to enhance the matchday experience for our fans and visitors to St Mary’s Stadium. We look forward to what the next three seasons hold as we help bring their popular beers to Southampton.”

John Price, Head of Marketing at KBE Drinks, said, “We have recently relaunched Kingfisher in the UK with new packaging, consumer campaign and ambitions to stretch the brand beyond its home in the Indian Restaurant Channel. Our presence at St Mary’s was one of our first steps on this journey, strategically seeding the brand in a very different environment from our traditional consumption occasion. We are extremely proud of our partnership with Southampton FC and its fans have made us feel very welcome. We look forward to three more exciting seasons!”

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