The Roodee renew deal with beverage major Budweiser

Article posted by Coliseum, February 25^th, 2020

Image: Chester Racecourse

Chester Race Company Limited based in UK – the dynamic, constantly evolving organization with an ever-expanding portfolio and the oldest racecourse in the world – has renewed a three-year partnership deal with Budweiser Brewing Group UK&I– the leading English beverage company headquartered at Luton in UK – and a proud part of AB InBev.

Chester owns two racecourses – Chester and Bangor-on-Dee – both in UK.

The duo has worked together for the last 11 years and aims to add zing to race goers’ experience. The latest deal will rev up business and is set to encompass a range of products, activations and initiatives being brought to course in advance of the 2020 season launch at Chester Racecourse on May 6, at the hugely revered Boodles May Festival which opens the racing season at the iconic racecourse.

Starting May 2020, race goers can soar their (spirits) with diverse offerings across a variety of bars at the racecourse, with the introduction of Budweiser Prohibition, Camden Hells, Corona and Goose Island Midway. The enhanced premium range of beers will be made available following feedback accumulated from race goers from previous seasons and aims to deliver variety to the mixed demographic of race goer visiting the course over the 15 fixtures between May to September.

Apart from the multiple offerings, Budweiser Brewing Group has also pledged to sink money into the redecoration and premiumization of retail bars within the County Enclosures. This will lead to a better customer experience, improve brand dispense systems for a faster serve and bring a fresh aesthetic style complimentary to the brands on offer.

To give an elevated feeling to the race goers, Budweiser Brewing Group will be working in close collaboration with the racecourse. Chester’s Summer of Sport campaign will provide a platform to the beverage giant to join hands on activations on course and engage with race goers through a varied sporting themed mechanics. Budweiser Brewing Group enjoys a lot of clout across the world of sport and the pact will open up a window of opportunities for race goers to win sporting experiences and enjoy the thrill of watching live sporting action at the racecourse.

The commercial agreement entails that Budweiser Brewing Group will take the title sponsorship and seven named races at the Midsummer Meeting to be held on July 25 this year. In the Midsummer Meeting, a range of brands will be exhibited through advertising and on-course activations.

Budweiser Brewing Group will also take the Umpire Sponsorship at the White Oak UK Polo Series Tournament at Chester Racecourse on July 3 and July 4 this year and will also enjoy shared naming rights of the Paddock Club facility in the heart of the paddock.

Commented Chester Race Company Chief Executive, Richard Thomas, “We are constantly looking for ways to improve the offering for our race goers and this renewed partnership with Budweiser Brewing Group enables us to service our customers with a better variety of premium product. Budweiser Brewing Group is long-term valued partners of the race company and knows our brand and our customers. We are pleased to be further collaborating with them into the next phase of our partnership, exciting times lie ahead.”

Budweiser Brewing Group On-Trade Sales Director, Ryan Fritsch, remarked, “Budweiser Brewing Group is delighted to renew its partnership with Chester Race Company. Britain has an iconic beer culture which we are proud to champion by providing the beers that bring people together. We look forward to building on our successes so far, enabling people to enjoy a great tasting beer, whether it’s a pint of Corona, a Budweiser or an ice-cold Beck’s Blue, in some of the country’s best-loved venues. Chester Race Company has been a valued partner in recent years and this will continue into the foreseeable future. I look forward to working closely together to deliver more great experiences.”

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Watch 500+ member-exclusive videos with valuable tips for your venue