English Premier League side West Ham United and the newly built London Stadium have extended contract with Heineken. As part of this, Heineken is going to remain West Ham’s Official Beer and Cider Partner.
West Ham moved from Upton Park to London Stadium in 2016. The stadium serves as the home venue for the London-based football club. Meanwhile, Heineken is a Netherlands-based global beer company that has its operations around the world and is also a major sponsor of the UEFA Champions League.
The very first deal between both parties was signed in the 2016-17 season. Since 2016, the multinational brewing company has provided a diverse range of products across all events at London Stadium particularly games involving West Ham United. The major beverages that are served at this venue include Heineken, Amstel, Birra Moretti, and Strongbow.
For the enhancement of supporters’ matchday experience at the stadiums, the company also introduced The Boleyn Bar, The Heineken Bar, and Fan Zone Bar at the London Stadium. The extension of the contract will see these services resume when fans return to the stadium next week. Heineken’s logo would be presented on all the LED perimeter advertising boards as well as on the digital platforms of the club.
Heineken will also continue its role during other events hosted at the stadium. Other major sporting events at the stadium in the past are the 2015 Rugby World Cup, the London 2017 World Athletics Championships, the 2019 Major League Baseball London Series, and music performances by the Rolling Stones, Foo Fighters, and Beyonce.
Chief executive of London Stadium, Graham Gilmore mentioned that Heineken played an important role in our aim of delivering a world-class experience for all visitors to London Stadium, whatever the event since first partnering with the venue. Meanwhile, West Ham will also receive a financial boost after renewing the deal with the beverage brand after an impressive season under David Moyes. Heineken will be serving beverages during the European games at London Stadium next season as West Ham qualified for Europa League.