Member Article

Football contract is ‘good call’ for Foster’s

A leading beer company has signed a new agreement to supply lager and cider at one of the North East’s biggest football clubs.

Foster’s lager has been installed as the official beer partner at Championship outfit Middlesbrough FC as part of a new deal between the club and Heineken, the UK’s leading cider and beer business.

The announcement comes as part of an exclusive arrangement that will see the brewer’s flagship brands – Heineken®, Foster’s, John Smith’s and Strongbow – poured at the Riverside Stadium.

Foster’s, which sells three million pints every day in the UK, and John Smith’s, the country’s number one ale brand, will be on sale to fans throughout stadium kiosks and bars, starting with the friendly fixture against Bordeaux on July 27.

Heineken®, the world’s most valuable beer brand, and Strongbow, the UK’s best-selling cider, will also be available within each of the restaurants at the stadium.

MFC chief executive Neil Bausor said: “We are excited to be announcing another long-term partnership with a truly global business that has a portfolio of brands in the UK that are so well loved by its consumers.

“In partnering with Heineken, we are setting off on an ambitious journey with a shared vision of fan engagement and great matchday experiences.”

John Gemmell, Trading Director-North at Heineken, added: “We are looking forward to introducing Foster’s and our other leading brands to Boro fans at the Riverside Stadium.

“Heineken is committed to pouring perfect beer, engaging with fans on matchdays and promoting responsible drinking.”

This was posted in Bdaily's Members' News section by Martin Walker .