Surrey County Cricket Club kicks off ties with Heineken

Together, Surrey County Cricket Club and Heineken pledge to uphold a mutually beneficial partnership based on a fan-first philosophy and common values.

The English county cricket club, Surrey County Cricket Club has announced a five-year sponsorship agreement with the Dutch beer brand, Heineken.

The new agreement will improve the stadium experience by prioritising community, accountability, and regional flair.

Together, the two elite sports organisations pledge to uphold a mutually beneficial partnership based on a fan-first philosophy and common values. Fans will now have access to beers from Brixton Brewery, including their beloved Reliance Pale Ale and Coldharbour Lager. Brixton Brewery is a small brewery and taproom located less than two miles away from the ground. The unique Heineken UK portfolio, which consists of Foster’s, Amstel, and Birra Moretti, will be served alongside the Brixton beers.

On matchdays, the ground will be festooned with five bars bearing the Brixton brand and a fan village led by Brixton, showcasing the liveliness of both the club and the brewery. This local connection is unmissable on such an iconic worldwide platform.

Jez Galaun, Co-Founder, Brixton Brewery, said, “We’re incredibly excited to bring a taste of Brixton to the Kia Oval. For us it doesn’t just stop at great beer, we want to bring Brixton’s vibrant culture into the stadium. Our aim together is to create an atmosphere within the ground that’s unapologetically south London.”

Steve Elworthy, CEO at Surrey County Cricket Club, said, “Our community is so important to us here at Surrey and The Kia Oval. Whether it’s homegrown talent representing the Club on the pitch or beers in the hands of our visiting fans brewed just down the road, we’re so proud to showcase the very best of the local area. With Brixton Brewery, alongside the other top quality products from Heineken, we’re looking forward to welcoming supporters through the gates at The Kia Oval to give them the best experiences at the venue.”

In keeping with the shared objective of promoting responsible drinking and moderation, Heineken 0.0. will be accessible for the first time at 17 places across the stadium.

Will Rice, On Trade Director, Heineken UK, said, “We can’t wait to begin this long-term partnership with Surrey County Cricket Club and The Kia Oval. We see this as a great opportunity to elevate the fan experience through our unique brand portfolio and hyper-local activations. This five-year deal demonstrates our shared ambitions and we look forward to creating unforgettable fan moments together for years to come.”

Before this association, the club also announced Ambassador Cruise Line as the official cruise line partner of The Kia Oval.

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